Misleading medical ads run despite ban
Administrators threaten to crackdown on TV stations that ignore instructions
South China Morning Post
August 2006
Misleading medical advertisements continue on mainland television despite a national ban on promotion of breast augmentation, weight loss and medical products that came into effect on Tuesday.
The ban, announced last month in a directive jointly issued by the State Administration for Industry and Commerce and the State Administration of Radio Film and Television, was an attempt to rid TV of commercials containing deceptive and bombastic claims.
But by Tuesday afternoon, ads were still touting the "miracle effects" of breast enlargement and weight-loss products. Other promotions for products that claimed to be able to increase height or prevent hair loss were broadcast on local channels into the early hours of yesterday morning.
Sarft said on Tuesday that 12 provincial TV stations had been warned for failing to implement the directive, and harsher measures would follow.
"By 3pm on Tuesday ... Sarft had received reports from the public that 12 provincial satellite TV stations were broadcasting the ads," Sarft's Ren Qian was quoted by the Beijing News as saying.
The administration said it would send second warning letters and a notice requiring improvement and self-examination. Stations which receive three warning letters in 60 days will lose advertising broadcast rights.
But jurisdiction issues mean the TV stations will be dealt with by provincial administrations.
Chongqing media administration official Ran Jun confirmed yesterday that he had received a warning from Sarft to urge Chongqing TV to stop broadcasting the advertisements.
"It's true that these ads contain exaggerated information on the curative effects or the augmentation power of the breast enhancement devices or medicine, so we will remove the ads for the sake of consumers," Mr Ran said.
He said the commercials accounted for at least 10 per cent of Chongqing TV's total advertising revenue and their absence would mean "millions of yuan in revenue losses".
The central authorities also announced a hotline number to encourage more reports of banned commercials and vowed to step up investigations and punishment of TV stations.
