Expensive gift ads to go off the air
Source: Agencies |
February 7, 2013, Thursday
|
Print Edition
Print Edition
chinese radio and television stations are to ban advertisements advocating expensive products as gifts such as watches, rare stamps and gold coins, as part of a push by the government to crack down on extravagance and waste.
Such advertisements had "publicized incorrect values and helped create a bad social ethos", the State Administration of Radio, Film and Television said.
The ban comes after repeated calls from China's new Party chief Xi Jinping for a renewed fight against graft.
But it could take a toll on expensive product manufacturers who advertise on Chinese television and radio.
Makers of expensive Chinese liquors including Kweichow Moutai Co Ltd and Wuliangye Yibin Co Ltd routinely dominate the annual ad auction at China's official television network, CCTV.
Producers of the fiery Chinese liquor known as baijiu, were hit in December by an official ban on alcohol at military events.
High-end bottles of the grain-based liquor can cost thousands of yuan.
The latest crackdown on corruption has also hit jewelry retailers hard, especially after high-end watches became a symbol of graft.
Such advertisements had "publicized incorrect values and helped create a bad social ethos", the State Administration of Radio, Film and Television said.
The ban comes after repeated calls from China's new Party chief Xi Jinping for a renewed fight against graft.
But it could take a toll on expensive product manufacturers who advertise on Chinese television and radio.
Makers of expensive Chinese liquors including Kweichow Moutai Co Ltd and Wuliangye Yibin Co Ltd routinely dominate the annual ad auction at China's official television network, CCTV.
Producers of the fiery Chinese liquor known as baijiu, were hit in December by an official ban on alcohol at military events.
High-end bottles of the grain-based liquor can cost thousands of yuan.
The latest crackdown on corruption has also hit jewelry retailers hard, especially after high-end watches became a symbol of graft.
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