Watchdog bans medical 'infomercials' in crackdown on misleading ads

The mainland's broadcasting watchdog has ordered a ban 'until further notice' on television commercials for breast enhancement, weight loss and medical products from next month in an effort to crack down on false advertising.

The directive is targeted at 'infomercials' that use experts and previous customers to demonstrate the products' effectiveness.

Calling such methods unscientific, the two state administrations overseeing the broadcasting industry said they would also correct the problem by holding health seminars on television with physicians, pharmacists and other professionals to explain the proper medical treatment for various conditions.

'Recently, some medical organisations have exaggerated the results of the treatment provided on television infomercials by using experts and previous patients to mislead others,' the China News Service quoted the directive as saying.

'This hurts consumers' legal rights and damages the societal credibility of broadcast television and the media.'

The directive was issued by the State Administration for Industry and Commerce and the State Administration of Radio Film and Television.

It comes three months after the PAAG breast enhancement scandal broke. Some women who used the material - also known as hydrophilic polyacrylamide gel - for breast enhancements had to have one or both breasts removed after developing severe bruising, swelling and pain.