Television stations and radios in China would be banned from broadcasting all advertisements if they were found showing forbidden commercials for breast enhancements, weight loss and medical products.

The State Administration of Radio, Film and Television (SARFT) and the State Administration of Industry and Commerce (SAIC) made the punishment clear on Monday at a joint press briefing after they issued a ban targeting misleading TV and radio commercials on July 19.

In some commercials for breast enhancements, weight loss and medical products, medical organizations exaggerate the results of treatment provided, using experts and previous patients on TV commercials to show "magic effects," according to the ban, which took effect yesterday.

Zhao Jian, deputy director of SAIC's advertising supervision department, said the problem is currently "very serious" and has harmed consumers' legitimate rights and interests.

"Misleading commercials have also affected the social credibility of radio and television," he said.

Ren Qian, deputy director of SARFT's broadcasting affairs supervision department, said if TV stations or radios were found violating the ban three times within two months, they would be temporarily banned from showing commercials.

However, from midnight to 3 am yesterday, at least 13 provincial TV stations were still showing such commercials, according to a report by the Beijing Evening News.

Among them, Jilin and Tianjin TV stations were broadcasting commercials on medical products and hospitals that contained instant communication between doctors and patients, as well as the medical institutions' contact information two practices covered by the ban.

The report said some TV stations were showing commercials on drugs used by men to increase sexual ability also misleading advertisements, but which had not been clearly banned.

In response, SARFT said they would keep a close eye on the violations. The public could report misconduct by dialing 010-86091111.

SAIC said they would pay attention to print media and websites as well.

"If we find any similar commercials on print media and websites, we will work out relevant regulations with the General Administration of Press and Publication," said Qu Jianmin, director of SAIC's advertising supervision department.

Large TV shopping companies, such as Acorn International and Shanghai Seven Star TV Shopping Company, welcomed the ban.

"We'll suffer a loss of about 20 per cent in business, and a large number of small companies may face shutdown," said Cui Yuxin, chief market officer of Seven Star. "But the policy would better regulate the market and benefit the industry in the long run."

(China Daily 08/02/2006 page2)