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ASIA PACIFIC: CHINA

No more ads for you, or so it seems
Author: Robin Teow, Lehman, Lee & Xu

Two weeks ago, PRC State Administration of Radio, Film and Television (“SARFT”) ordered the revocation of two local TV stations’ right to broadcast commercial advertisements. The two stations, one in Ningxia and another in Gansu, had repeatedly ignored requests from the Administration to pull medical ads and misleading infomercials.

Since the introduction of the new regulations on misleading medical ads, SARFT rein seems to have somewhat tightened. The revocation of the right it seems is a sign from SARFT things will now be taken seriously. Granted, the two stations are small and insignificant compared to some of the bigger stations who have also been violating the rules, but it does serve as an effective warning.

SARFT last year in August, in cooperation with PRC State Administration of Industry and Commerce (“SAIC”), issued a notice, which banned five categories of ads: weight-loss, breast enlargement, and height increase products, and all drugs and medical equipment.

However, SARFT’s action is found to be skeptical by many. With so much competition from CCTV and the continuous changes in SARFT and local policies, the TV stations have to make a living. Furthermore, punishment for the violators has so far been ineffective, this practice of punishing one to show another is totally inappropriate in the face of justice. Most of the ads shown on TV are somewhat similar, if SARFT was to apply the regulation properly, many if not most of them should be banned.

What did SARFT do in the end? They issued an order lifting the ban on the two stations on 25 June at midnight.