China urged to rein in vulgar, sexist TV ads

BEIJING, July 16 (Reuters) Chinese television channels should ban sexist and sexually suggestive adverts during the summer vacation to protect children, state broadcaster CCTV said today, citing experts and parents.

Explicit commercials that promote breast enlargements, women's corsets and cosmetics and unproven medical treatments are common on local stations.

"Advertisements that contain sexual hints or flirtatious language are easily seen on some local television channels," CCTV said on its Web site (www.cctv.com.cn).

In one breast enlargement commercial, a woman with small breasts walks by while a man is heard saying "too small to be good". Another woman with bigger breasts shows up and the man shouts "bigger is better!".

"These kinds of adverts reflect discrimination and disrespect for women ... which could mislead teenagers," youth expert Zong Chunshan was quoted as saying.

Many parents would rather send their children to summer camp or sports training during the summer holiday than let them stay at home and watch television, CCTV said.

"My daughter told me that she would not eat cakes anymore, because if so she would not have a good body and boys would not like her," a parent was quoted as saying.

China has been trying to clean up commercials on its plethora of local -- albeit state-run -- television stations, especially those advertising miracle cures or ways to attract the opposite sex.

Reuters SW SSC1329