China bans TV ads for breast enlargements

BEIJING, July 20 (Reuters) China will ban television and radio commercials for breast enhancements, weight loss and medical products, Chinese media reported today, in the latest effort to crack down on false advertising.

The ban issued by China's broadcasting watchdog -- the State Administration of Radio, Film and Television -- and the State Administration of Industry and Commerce will take effect from next month and is targeted at misleading advertisements.

''Recently, some medical organisations have exaggerated the results of treatment provided, using experts and previous patients on television commercials to mislead others,'' the Beijing News cited the notice as saying.

''The exaggeration of some breast enhancement and weight loss advertisements has violated consumers' rights and affected the social credibility of radio and television,'' it said.

Earlier this month, consumer watchdogs said they were probing a drug touted on 17 television stations as being able to transfer unwanted weight from the hips to the breasts.

State media reported that one customer spent 3,000 yuan (375 dollars) on the pills, but only ended up breaking out in acne while her breast size remained the same.

Rising incomes and perceptions that better looks secure better jobs and husbands have fuelled a boom for breast enlargement and other cosmetic remedies in recent years.

State media have reported that Chinese people spend over 20 billion dollars a year on altering their looks. But loose administration and approval procedures have resulted in a number of bogus and unsafe drugs going to market.

REUTERS SI RAI1038