Event company to fine firms for letting models show too much
Print Edition
MODEL agencies whose employees show too much skin at this year’s ChinaJoy exhibition, could be fined up to 10,000 yuan (US$1,600) per offense, its organizers said yesterday.
The announcement was made by Howell International Trade Fair Co, the company behind the annual event, which said that its image had been “tarnished” by “vulgar” media reports that focused more on scantily clad showgirls than the show itself.
As a result, any agency found using inappropriately dressed male or female models will be fined, it said in a statement on its website.
The gender-specific rules stipulate that employers will be fined 5,000 yuan for every woman who shows more than 2 centimeters of cleavage, or has her buttocks on show, or whose waistband is more than 2cm below her navel.
Similarly, agencies will be fined 5,000 yuan for each male model dressed in underwear that reveals their “Apollo’s belt.”
Meanwhile, the employers of models who pose “inappropriately or too intimately” for photos with fans will be fined 10,000 yuan, the company said.
The organizer said it has “designated New Silk Road Modeling Agency to implement the rules.”
An advertising executive said the new rules reflected a changing sentiment in the exhibition business.
“Exhibitors love having sexy models on their stands because they attract the big crowds,” said Tian Lu, the general manager of Shanghai-based Forme Advertising Agency.
“But in recent years organizers have taken a harder line, as the media have become more interested in the models than the shows,” he said.
At this year’s Auto China exhibition a total ban on all models was imposed for the first time in the event’s history.
Local woman Wang Zhenlei said she welcomed the new rules.
“The showgirls steal much of the show,” she said, adding that the last time she went to ChinaJoy was in 2007.
“I don’t want to attend a public event that is all about groups of lads drooling over girls,” she said.
This year’s ChinaJoy is scheduled to run from July 30 to August 3 at the Shanghai New International Expo Center.
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