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Chinese newspapers and magazines will be prohibited from accepting misleading advertising effective Nov. 1, says the State Press and Publication Administration and the State Administration for Industry and Commerce (SAIC).

The move follows a ban issued in August by the State Administration of Radio, Film and Television and SAIC on similarly misleading television and radio commercials .

Publications will be prohibited from accepting advertising that promote unproven medical products. Many of the ads promote male potency, breast enlargements or magical cure-alls.

The administrations say the misleading ads are often vulgar, offensive and seriously impair the credibility of the print media.

"Advertisements must be true and credible," says the circular announcing the ban.

China's advertising market has grown rapidly in recent years. According to the China Consumers Association, the country's advertising business was worth 141.6 billion yuan (US$17.7 billion) in 2005, ranking the fifth in the world.

Misleading ads and commercials have frequently duped consumers who are increasing fed up with products that do not work. More than two-thirds of Chinese netizens responding to an on-line survey in September said they had been victimized by fake and illegal advertisements.

The respondents said medical products, health food and medicine were the most untrustworthy ads followed by cosmetic products.

According to the administrations, advertisements that are obscene or contain superstitious content and those teaching gambling tricks will also be strictly prohibited.

(Xinhua News Agency October 24, 2006)