China television watchdog cuts shopping ads

BEIJING - China's television watchdog has urged satellite channels across the country to limit air time given to TV shopping commercials from next year.

Satellite TV channels are allowed to broadcast shopping advertisements, known as infomercials, only once per hour and no more than three minutes every time, according to a circular released Tuesday by the State General Administration of Press, Publication, Radio, Film and Television.

The same ad should be aired no more than three times per day, it said, adding that the order will take effect on January 1, 2014.

In a Wednesday statement with additional rules, the administration stressed that infomercials are to be banned between 6 pm to midnight every day and should not include "news reporting, anchorpersons' hosting and exaggerated 'hawking' voices and actions" as promotional methods.

"A handful of satellite TV channels have been broadcasting infomercials with exaggerated or false content repeatedly and for a long duration, harming people's interests and affecting the social image of radio and TV," said the statement.

The administration noted that shopping ads should not promote breast firming and slimming products and TV channels must show Chinese characters "Guang Gao," or ad, on the top right corner of the screen when an infomercial is being broadcast.

The administration said it had urged radio and TV administrations at provincial level to strengthen supervision over satellite channels and seriously punish violators.