Sex adverts on TV news program prompts Chinese watchdog to reiterate ban

BEIJING, July 17 (Xinhua) -- Scrolling adverts to cure sexual diseases broadcast during China's evening news watched by millions have sparked an angry response from the country's media watchdog.

The State Administration of Radio, Film and Television (SARFT) issued a circular on its website earlier this week reiterating that according to the country's regulations on TV adverts, cable TV organizations should not insert any advertisements, including full-screen video and scrolling text ads, during the relay of programs.

Adverts can still be aired in between the programming.

Those who break the ban will be "seriously punished" by local government authorities, the circular said without elaborating.

But according to Wednesday's Beijing News, the worst possible punishment could be the cancellation of the broadcaster's license.

The reiteration of the ban came after a county-level TV station inserted scrolling text ads for cures of sexually-transmitted diseases in early July while relaying China Central Television's (CCTV) 7 p.m. news telecast.

Chinese netizens have taken snapshots of the news program with the scrolling ads on as two anchor persons sit firmly for news broadcasting, and nicknamed the TV station as the most "daring" station in the country.

Although the TV station's logo was concealed when broadcasting the ad, netizens agreed it was a county-level TV station in the eastern province of Jiangsu.

The SARFT refused to make further comments on the matter. Many TV viewers, however, welcomed the ban.

Ai Fuyou, a retired senior citizen in the northern city of Shenyang, said it was time for authorities to clean up television.

"There are so many advertisement on drugs for weight loss and other medical treatments on TV, especially during the night. TV stations should not broadcast these kind of ads just because of money," he said.

The SARFT issued a circular last year, prohibiting all radio and TV stations from broadcasting commercials and programs involving drugs, sex-related health supplements, drugs for sexually transmitted diseases, sex toys, as well as vulgar ads for breast enhancement and female underwear.