An on-line survey found that two-thirds of respondents classified advertisements as "untrustworthy."

The survey, sponsored by the China Consumers' Association, conducted the investigation among 12,927 netizens and found that 67.8 percent said they had felt victimized by fake and illegal advertisements.

In the first half of 2006, the association received 5,483 complaints about false advertising, prompting the association to carry out the survey, which ran from June 23 to August 18 this year.

Small advertisements, posted outside on trees, walls or bus stops, were considered the least trustworthy. TV advertising ranked second most untrustworthy, with on-line advertising came third.

The respondents said medical products, health food and medicine were the most unreliable ads followed by beauty services and cosmetic products.

Meanwhile, 41.3 percent of those surveyed said media outlets publishing adverts should be held responsible for any consequences resulting from fake and illegal advertising. More than 32.6 percent said fake advertisers should be banned from advertising.

Nearly 80 percent of the respondents believed that celebrities should also be held responsible for appearing in fake ads.

The State Administration of Radio, Film and Television, together with the State Administration of Industry and Commerce, announced a ban on commercials for weight loss, breast enlargement and other health and beauty products and treatments on TV and radio in July.

The ban, which came into effect on August 1, was introduced because of fears that such ads violated consumers' rights and posed health risks.

According to the China Consumer's Association, the advertising sector grew by 14.8 percent a year from 2000 to 2005. The country's advertising business was worth 141.6 billion yuan (US$17.7 billion) in 2005, ranking fifth in the world.

(Xinhua News Agency September 7, 2006)