Celebrity ads rule change may hit stars in the pocket

Showbiz celebrities are known to have a knack for selling merchandise. But if Chinese regulators have their way, stars may have to be consumers of the products they endorse before they can make millions by hawking them on video screens and billboards.

In a draft revision of the law that governs advertising practices, submitted to the National People's Congress this week, a new clause was added that dictates the behavior and responsibilities of whoever recommends a product or service to the public.

It has been widely interpreted as an effort to curb celebrity endorsements that go against common sense.