China to Issue TV Shopping Standards Next Year
Shanghai Morning Post, 11/12/08
Chairman Wang Wenxue of the Professional Committee of Media Shopping at the China General Chamber of Commerce said that the committee is currently in the process of drafting standards for the television shopping industry, to be released next year at the latest.
Zeng Jingping, director of the China Television Shopping Research and Development Center, said that the standards will take into account cases of celebrity endorsements of products and ensure that celebrities are held responsible for what they say during the ads.
The new standards will also stipulate that paid programming-style advertisements not exceed 30 minutes in length, that advertisements may not make use of false or misleading make-up or special effects, and that advertisers may not invent fake experts or authorities; for cases in which advertisers want to include an expert in their ad, the expert's credentials must first be verified. Some well-known television presenters will have to undergo training to receive accreditation as announcers under the standards, and must make their training and accreditation known to the public.
More than 40 television advertising companies have pledged not to include false or misleading content in their advertisements, not to misinform or mislead consumers, and to provide compensation or exchanges for products found not to match those displayed on television.
Keywords: Wang Wenxue China General Chamber of Commerce Zeng Jingping China Television Shopping Research and Development Center television standard TV advertising TV shopping channel
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