Advertisers Complain, Viewers Rejoice as China Restrains Ad Airtime

by NewStandard Staff

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Dec 31 - The Chinese government instated new rules released yesterday which prohibit more than 9 minutes of commercials per hour during prime time, reports the Los Angeles Times.

Many television viewers and producers are positive about the change. "These restrictions are good because they pay attention to the social impact of ads," Zhao Xianquan, chief editor of state-owned CCTV News Center told the Times, "Chinese media isn't completely commercial, so we still worry about people's feelings."

However, some in the advertising industry are concerned that the rules may hamper market development. "Too many restrictions could hurt society," Ye Lingyun of the Beijing Qianhuo Advertising Agency told the Times, "People do more than sit around watching television. They need to consume things. And without ads, they won't know what to buy."

China also banned advertising during dinnertime hours for sanitary napkins, hemorrhoid ointments and athlete’s foot medicines.