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Shorter TV ads under new rules

EACH commercial will be limited to 90 seconds when shown during television series, the State Administration of Radio, Film and Television (SARFT) has decided.

And advertising will be limited to 12 minutes for each one-hour TV program from January, Oriental Morning Post reported today.

And prime-time adverts – those shown between 7pm and 9pm – will be limited to 60 seconds, according to new guidelines for radio and television advertisements.

Viewers will also be shielded from adverts for products such as hemorrhoid treatments or female hygiene products during mealtimes, when they will be banned from TV between 6:30am to 7:30am, 11:30am to 12:30pm and 6:30pm to 8pm.

Advertisements for tobacco, prescribed medicines, food and medicines to cure cancer or venereal disease will be banned from TV under the new rules.

Television stations that break the rules face a maximum fine of 30,000 yuan (US$4,412) and the loss of an operational license.


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