A Beijing Municipal People's Congress deputy has called on the Chinese Government to introduce strict regulations to eradicate sexually suggestive commercials, at least during the summer and winter holiday periods.
Shang Xiyun is said to have been convinced about this after hearing her eight-year-old daughter declare that she would never eat cakes because boys don't like fat girls after watching a TV ad for underwear featuring a half-naked slim girl flirting with a man.
Xiyun said that she monitored commercials for three months alongwith fellow legislator Tang Xilan before taking the step of advising the government to set ratings and timings for ads deemed improper for minors.
According to The China Daily, the present law on advertising, implemented 12 years ago, vaguely prohibits "content that is obscene, superstitious, terrifying, violent and evil; content that is discriminative against nationalities, races, religions and sex, but it has no details on how such advertising should be judged.
Over a million Beijing middle and primary school children started their summer holidays last week, and many spent a lot of time watching television, an pastime many parents are beginning to question.
More than half of China's primary and middle school students spend more than 100 minutes watching television every day.
An official with the State Industry and Commerce Administration said on condition of anonymity the administration was considering amending the law on advertising to provide protection for minors.