China to ban high proof spirit ads from TV

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BEIJING -- A new regulation governing TV commercials for liquor with a high alcohol content is expected to be announced this month, Beijing Youth Daily reported on June 10. The new rule will ban from TV screens ads for spirits containing above a 40% alcohol content. Commercials for liquor containing less than 40% alcohol will have to get the approval from the China Distillery Association and the China Food Industry Association before they can be broadcast. There will be no changes to liquor advertisements published in newspapers and magazines, it was reported.

The new regulation has been drafted by the State Administration for Industry and Commerce, the watchdog of China's advertising industry. In recent years, an increasing number of people have criticized the growing volume of liquor advertisements that are broadcast between TV programs, especially during prime-time TV programs and news reports. For the last three years, liquor producers have been the highest bidders for commercial air time during prime-time television. Many people also criticize that the making of liquor consumes too much grain in China where there are still lots of people in remote areas who do not have enough to eat.

Copyright June 1997, Crain Communications Inc.

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