China bans use of authority figures in advertising

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BEIJING -- The State Administration for Industry and Commerce, which oversees the advertising industry in China, has issued a notice to ban advertisements taking the forms of "journalists" or "market researchers" interviewing consumers about certain products.

Recently, there have been a spate of ads taking the format of an actor portraying a journalist or market researcher asking a consumer about his or her experience of using a certain product. Because of the air of authority such ads create, they can mislead consumers and thus violate article No. 13 of the Advertisement Law of the country, Beijing Youth Daily reported. Even if such ads are clearly identified as an advertisement, they are still banned from television, radio, newspapers and magazines.

Copyright March 1997, Crain Communications Inc.

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