Advertising changes to protect children
Print Edition
CHINA’S top legislature began reviewing a draft amendment to the 20-year-old Advertisement Law that will offer better protection for children when it was submitted to the NPC’s Standing Committee for a second reading yesterday.
“Advertisements should not include content to induce minors to ask their parents to buy products or services and should not include content that may cause minors to imitate unsafe behavior,” the draft says.
It also stipulates that minors under the age of 10 should not be used to endorse products.
It prohibits advertising in high schools, primary schools and kindergartens as well as direct or indirect ads about education-related materials, such as textbooks, stationery, school uniforms and school buses.
The draft amendment also introduces stricter bans on tobacco ads. Instead of listing specific public venues where tobacco ads would be banned, the new edition directly lists “public venues, the vicinity of hospitals and schools, and public transport facilities.”
Tobacco ads banned
It also bans outdoor and window tobacco ads.
“Advertisements for other products or services and public service ads should not include the brand, trademark, packaging, design and similar contents of tobacco products,” it says.
An Jian, vice director of the NPC’s Law Committee, said that under the provisions, all forms of tobacco ads will be banned except for those posted and displayed in tobacco shops and sent by tobacco producers internally to tobacco shops.
The draft stipulates that tobacco adverts should be approved by the industry and commerce administration department of the central government, instead of local governments, as had been the case previously.
There are additional provisions for tobacco and alcohol as.
It stipulates that under no circumstances should it be suggested that smoking is healthy, can relieve fatigue or ease mental strain. It should not have “low-tar” or “low health risks” labels and prominence should be given to the slogan “smoking is harmful to health.”
It stipulates that driving cars, boats or planes should not be included in alcohol ads, neither should drinking.
The draft now denotes that online advertising should also abide by the law. It also includes a clause saying celebrities will be legally responsible if they feature in ads for health products that make false claims.
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