'Misleading' medical advertisements will be banned in Chinese newspapers and magazines from November 1, the government announced.

The move follows a ban issued in August by the State Administration of Radio, Film and Television and the State Administration for Industry and Commerce (SAIC) on similarly misleading television and radio commercials.

Publications will be prohibited from accepting advertising that promote unproven medical products. Many of the ads promote male potency, breast enlargements or magical cure-alls, the State Press and Publication Administration and (SAIC) noted.

Officials said the misleading ads are often vulgar, offensive and seriously impair the credibility of the print media.

"Advertisements must be true and credible," says the circular announcing the ban.

China's advertising market has grown rapidly in recent years. According to the China Consumers Association, the country's advertising business was worth 17.7 billion USD in 2005, ranking the fifth in the world.

Source:佚名