TV ad rule tightened after Nike uproar
(Agencies)
Updated: 2004-12-10 14:07

China is tightening regulations to prevent television commercials with "inappropriate content" from going on air following an uproar over a "blasphemous" Nike ad.

Two women in traditional Chinese attire are defeated by LeBron James in the Nike TV commercial. [sohu]

The State Administration of Radio, Film and Television (SARFT) was working on new regulations concerning "design, image, taste and possible psychological impact on viewers" of advertising, Xinhua news agency said.

Large numbers of advertisements produced by overseas companies are broadcast in China, and many of them "neglect cultural diversities between the East and West, often leading to misunderstandings," SARFT deputy director Ren Qian said.

The Nike commercial shows the Cleveland Cavaliers' LeBron James defeats a Chinese ancient kung fu master. [sohu]

The review follows what Chinese state media said was a wave of protest following the airing of a Nike commercial featuring US basketball star LeBron James.

It showed him defeating a kung fu master, two women in traditional Chinese attire and a pair of dragons, considered a sacred symbol in Chinese culture.

LeBron James also beat a pair of dragons in the Nike ad. [sohu]

The SARFT said it violated rules that require advertisements not to "blaspheme national practices and cultures" and banned it nationwide. The US sports manufacturer issued a statement apologising Thursday.

Ren also noted that many Chinese-made commercials were "tasteless and vulgar, some even with excessive sex innuendo which causes public detestation and exerts a negative impact on minors."

He said SARFT would solicit public opinions while drafting the new regulations, which are expected to take effect in the first quarter of next year.

"We hope the new regulations will set a distinct criterion for both domestic and overseas ads producers and effectively prevent the recurrence of commercials like the Nike 'Chamber of Fear,'" he said.

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