Twelve forms of advertising such as those featuring venereal diseases, tumors or induced abortions, will be banned from publication in newspapers as of November 1, the General Administration of Press and Publication (GAPP) and State Administration for Industry & Commerce (SAIC) announced in a circular in its latest move to spruce up China's advertising and media industries, the Beijing News reported on October 23.

The move came after the two bodies ordered China's television stations not to broadcast shopping programs featuring breast augmentation services or diet products in July.

"Some newspapers release illicit, false and unhealthy advertisements, which severely affects the media's credibility," the circular says.

Newspapers are not allowed to publish advertisements containing:

1. spicy, erotic or superstitious information

2. radio programs relaying unhealthy information

3. gambling advice

4. decoding tools, master keys or hypothetical propositions which are likely to incur crimes

5. products claiming to enhance sexual ability and enlarge the function of sexual organs

According to the circular, it is a temporary policy and newspapers should follow it until the adapted Measures on the Administration of Medical Treatment Advertisement that took effect in 1993, are put into operation.

"The move is to make sure of the truth of medical-related advertisements," according to the circular.

Newspapers are also prevented from publishing medical and health advertisements in the name of army divisions or personnel and are banned from releasing ads for army medication or medicines created by the army, according to the circular.

China's advertising market has grown rapidly in recent years. According to the China Consumers Association, the country's advertising business was worth 141.6 billion yuan (US$17.7 billion) in 2005, ranking fifth in the world.

However there have been complaints of false advertising and 'unhealthy' advertising that poisons the minds of children and misguides consumers.

The effect the ban will have on China's newspapers that rely on advertisements for profit, is still unclear. One of China's most popular tabloid newspapers, the Beijing Evening News, told chinadaily.com.cn that it had never allowed any kind of affiliated ads to appear in the newspaper that has the most circulation in Beijing.

But comments from the paper's advertising department staff on the circular are not available.