State Administration of Radio, Film and Television, Administration of the Broadcasting of Advertisements on Radio and Television Tentative Measures

Promulgated: September 15 2003
Effective: January 1 2004
Applicability: The Measures apply to all radio and television stations, including broadcasting stations that have both radio and television broadcasts, which engage in such activities as broadcasting advertisements (Article 2).

Main contents: The Measures give general principles for the content of advertisements on both radio and television broadcasts. The Measures prohibit the use of the national flag, emblem or anthem, or the image or voice of State leaders, and require that the advertisements respect State policies on race and religion, be beneficial to the physical and spiritual health of teenagers and children, and respect handicapped people and women (Articles 6, 7, 9 and 10). In addition, the advertisements must not promote gambling or violence, or induce people to commit crimes (Article 11). Advertisements must respect science and must not contain any contents that promote superstition, cults or false scientific information (Article 12). Tobacco advertisements are prohibited, advertisements may not be broadcast or broadcast in disguise in the way of news reports, and any writing, apart from registered trademarks and the name of the company, must be in simplified characters (Articles 13 to 15).
The Measures set strict limits on the timing and length of advertisements. For example advertisements may only comprise 20% of the total programming time of a programme each day and may only make up 15% of the programming time per hour from the hours of 11:00-13:00 on radio, and 19:00 and 21:00 on television (Article 17). Finally, inappropriate advertisements, such as commercials for haemorrhoids, athlete's foot and sanitary napkins may not be shown during mealtimes, and alcohol advertisements are limited to 12 per day and only two during the prime time hours of 19:00 to 21:00 (Articles 19-20).
Related legislation: PRC Advertising Law, Oct 27 1994, CLP 1994 No.10 p19 and Administration of Broadcasting and Television Regulations, Aug 11 1997, CLP 1997 No.8 p8