China has announced a ban on TV and radio ads that encourage gifting in a bid to crack down on extravagance and waste.
All television and radio stations were asked to delete all ads that contained gift-giving messages, wrote The State Administration of Radio Film and Television (SARFT) in a statement.
Messages like “ideal gifting choice”, “gift for bosses”, “giving face to the boss” were all targeted and were most prominently found in luxury watches, rare stamps, precious coins.
The ban is intended to crackdown on extravagance, wastefulness and to promote frugality.
“Television and radio are important platforms to advertise culture, so it should espouse qualities of leadership, good education, community and social development. It should promote Chinese culture and contemporary thoughts of discipline,” SARFT wrote in the statement.
Giving gifts, often to gain favour with government officials, is a common practice during the Chinese New Year, which begins next week.
According to Xinhua, the administration is urging local TV watchdogs to regulate the airing of ads and give more exposure to public service advertising.
The crackdown comes after a ban on alcohol at official military events last December, which hurt expensive Chinese liquors like Kweichow Moutai and Wuliangye Yibin, to name but a few.