On 11 October 2011, SARFT issued the “Notice Concerning Further Strengthening Radio and Television Advertising Broadcast Management” to all provincial, autonomous region and municipal radio, film and television bureaus, the Xinjiang Production-Construction Corps Radio and Television Bureau, the three central stations, China Educational Television, and the Film Channel Programme Centre, the Notice says that after more than a year since the “Radio and Television Advertising Broadcast Management Rules” (SARFT Decree No. 61), the implementation situation generally is desirable, all walks of society universally approve it. But recently, a number of problems violating regulations have reappeared, mainly manifesting as: first, inserting advertising in film or television drama titles or credits; second, inserting advertising in excessive duration; third, a number of transmission and relay organs insert moving caption advertising when transmitting programmes; fourth, a number of advertising overstates its propaganda, fifth, a number of current-affairs and news-type programmes have commercial headings, etc. In order to determinedly correct these problems and realistically standardize radio and television order, hereby, the following is notified to further strengthen radio and television advertising broadcast and management work:
I, Social interest must be put first from beginning to end. Radio and television advertising is a component part of radio and television programmes. Radio and television advertising organs must persist in putting first social interest from beginning to end, firmly grasp the correct orientation for advertising content, earnestly implement their examination duties over advertising according to the law, determinedly resist false and unlawful advertising, determinedly resist harmful advertising with vulgar content, strictly operate and broadcast advertising according to the law.
II, Standardizing activities of inserting advertising in the middle of television dramas. Television stations, when inserting advertising into television dramas, must strictly abide by the provisions of SARFT Decree No. 61: outside of the golden hour, commercial broadcast may be inserted two times in every programme (calculated as 45 minutes), and the duration of every time may not exceed 1 minute 30 seconds; during the golden hours, (from 19:00 until 21:00), commercial advertising may be inserted once per programme, and the duration may not exceed one minute; when inserting advertising, the length of the broadcast time will be pointed out. At the same time it needs to be accomplished that: (1) it is prohibited to insert any advertising after the titles but before the beginning of the storyline, as well as after the end of the storyline but before the beginning of the credits; (2) the continuous broadcasting time of television dramas may not be less than 15 minutes outside of the golden hours, the continuous broadcasting time of television dramas during the golden hours may not be less than 25 minutes, only then may commercial advertising be inserted according to the provisions of SARFT Decree No. 61; (3) when broadcasting the credits as well as the name list of acting and supporting personnel, it is prohibited to insert advertising in any way.
III, Standardizing activities of inserting advertising in the middle of news programmes. When inserting advertising into news programmes, it shall be arranged that it is at a natural intermission section between two different items, advertising may not be inserted after the headlines of headline news, as well as after the conclusion of news content but before the names of work personnel. Current affairs-type programmes may not have an enterprise or product name, etc., as by-line. It is prohibited to use news reports and their source materials for commercial broadcasting, or using news interview methods. News programme presenters may not act as image spokespeople in commercial advertising.
IV, Cleaning up television shopping short advertising that violates regulations. According to the “SARFT Notice Concerning Strengthening Short Television Shopping Advertising and Home Shopping Programme Management” (SARFT No. (2009)71) and the “SARFT Notice Concerning Further Strengthening Radio and Television Advertising Examination and Supervision Work” (SARFT No. (2010)21), radio and television broadcast organs must strictly verify the quality of enterprises putting short television shopping advertising on the market, and must strictly examine short television shipping advertising content. Administrative radio and television entities must investigate and prosecute broadcast organs broadcasting short television shopping advertising in violation of regulations according to the law and regulations. SARFT will notify the entire system of enterprises putting false or unlawful short television shopping advertising on television broadcast organs, and prohibit acceptance of any advertising they put on the market.
V, Rectifying false and unlawful health consulting advertising. Radio and television broadcast organs must strictly verify the statutory materials such as quality, certification, etc. of health consulting advertising for medical treatments, medicines, medical appliances, health protection foodstuffs, etc. It is necessary to strictly grasp the content orientation and style of health consulting advertising, determinedly prohibit the broadcast of advertising involving sex. It is necessary to standardize health consulting advertising forms, it is prohibited to covertly distribute advertising using the image of a health consulting special programme. Health consulting special programmes shall stress the presentation of scientific knowledge such as disease prevention, control and cure, and may not contain advertising content propagating medical treatments, medicines, medical appliances, health preservation foodstuffs, etc., and may not use patients or the name of doctors, apothecaries, experts, etc. as testimony.
VI, Determinedly prohibiting inserting all sorts of advertising during programme transmission. Radio and television broadcast organs, transmission organs (stations), antenna platforms (stations) and cable television network organs, when transmitting or relaying programmes, must preserve the integrity of the transmitted programme, and may not insert advertising in any way, such as rolling captions, added captions, corner advertising, added advertising, etc.; and may not replace the regular advertising in the transmitted programme with commercial advertising organized by themselves.
VII, Strictly requiring broadcast of public service advertising according to regulations. Radio and television broadcast organs must realistically implement the social responsibility of media, earnestly implement the provisions that public service advertising quantities during the golden hours may not be less than 4 items (times) per set of programmes per day, public service advertising broadcasting time over the entire day may not be less than 3% of the total amount of commercial advertising. Under special circumstances, such as because of public interest requirements, etc., administrative radio and television entities may require radio and television broadcast organs to broadcast public service advertising with specific content during appointed time periods, all broadcast organs must broadcast these as required.
VIII, Strictly investigating and prosecuting all kinds of advertising activities violating regulations. Radio and television broadcast organs and transmission organs must, according to the requirements of this “Notice”, immediately launch a complete self-examination and self-rectification, actively clean up problems violating regulations. Provincial-level and higher administrative radio and television entities must issue punishments such as warnings, report for criticism, temporary cessation of commercial advertising, etc, against those in which self-examination is not powerful, and where problems violating regulations persist, and investigate the responsibility of the main persons in charge and directly responsible personnel of the organ violating regulations. Organs punished by imposing a report for criticism, temporary cessation of commercial advertising broadcast, etc., will have their qualifications to participate in all “appraising the good and the first” activities in the radio and television system for that year. Provincial-level administrative radio and television entities shall within 5 working days of making a punishment decision against activities violating regulations, report the handling situation to the SARFT media organ management department for filing. In the near future, SARFT will organize examination groups, to conduct spot checks over focus locations and focus broadcasting organs.
Please transfer this Notice to all related organs in your jurisdiction immediately upon receipt, and supervise the realistic implementation, ensuring that radio and television advertising broadcast order continues to clearly improve.