At the order of the municipal government, TV stations in Beijing have called off the broadcast of a TV commercial for a health tonic. The commercial cast a famous actress, Chen Xiaoyi, and her son, Beijing Daily reported on Monday.
"It's improper for public figures, including film and TV stars, to promote products in ads as consumers. They might mislead the public," the newspaper quoted an official with the municipal industry and trade administration as saying.
The product -- Sanjing Calcium Gluconate Oral Liquid -- sells well in many parts of the country, as consumers have absolute faith in its efficacy, says the official.
On May 27, the administration formally launched new regulations restricting public figures from appearing in ads to promote and endorse products as consumers, patients or experts. The regulations focus on ads that promote health and nourishment foodstuff, pharmaceuticals, cosmetics, and medical products and service. Accordingly, public figures whose images are used in such ads cannot use the words "I ate/drank/used…".
Reportedly, Chen Xiaoyi says in the ad in question: "After (my son) Tiedan drank X Calcium Gluconate Oral Liquid…".
(Xinhua News Agency May 30, 2005)
