China's TV watchdog on Tuesday ordered all radio and TV channels to cut advertisements suggesting "gift giving."

Ads on some channels have encouraged people to give gifts like luxury watches, rare stamps and gold coins, which has publicized incorrect values and helped create a bad social ethos, according to a circular issued by the State Administration of Radio, Film and Television (SARFT).

The move is a response to the central authorities' repeated calls for people to practise thrift and shun extravagance and waste, said a spokesman for the administration.

During a Dec. 4 meeting of top Chinese leadership, the leaders laid down rules asking government officials to maintain a frugal and low-key lifestyle.

As important cultural and ideological strongholds, radio and television channels should fully exert their role of educating the people, carrying forward good Chinese traditions and civilized lifestyles, and taking the lead to implement the requirements of central authorities, the spokesman said.

The administration urged local TV watchdogs to regulate the airing of ads and give more exposure to public service advertising.

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