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Control on TV Advertising Tightens

Television advertisements for products such as medicine for beriberi or hemorrhoids, and female hygiene products can no longer be shown during mealtime in China, according to the State Administration of Radio, Film and Television.


The administration has issued a series of "Interim Regulations on Television Advertising" with a view to tighter control of TV advertising.


In terms of the content of advertisement, the regulations that television stations cannot broadcast advertisements that are vulgar or may mislead consumers.


The total allowed for advertisements on each channel should be no longer than 20 percent of the whole day's broadcast duration, and this proportion is reduced to 15 percent during the period between 07:00 p.m. and 09:00 p.m..


The regulations also cut the frequency for the broadcast of advertisements during drama serials, ruling that advertisements can be showed only once in each episode and can only last two minutes and 30 seconds.


The regulations will take effect starting from January 1, 2004,and anyone violating them will be penalized, according to the administration.


(Xinhua News Agency September 25, 2003)


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