In the latest salvo against local television stations in China following the “cardboard bun” affair, the government office charged with controlling broadcast media released an official notice yesterday demanding television networks broadcast advertisements “in strict accordance with laws and regulations.” The notice, issued by the State Administration of Radio Film and Television (SARFT), went farther than past warnings, targeting ads with “subtle sexual connotations” as well as adds for “illegal” medications and those promising to enhance sexual performance. [IMAGE: Screenshot of SARFT headline topping the news at QQ.com].

The notice directly criticized local television stations for lax controls and accused them of blindly seeking profit. It also said the appearance of such advertisements, including various ads for “fake” medicines, threatened to undermine “social credibility” (公信力).
While the SARFT notice presses local television stations across China to “broadcast advertisements in accord with laws and regulations,” the language is also charged with political buzzwords for media control. The first passage of the notice brings advertisements under the same category as other content, subject to the supreme party media control principle of “guidance of public opinion“:
1. The first priority being benefit to society, [media must] strictly grasp [correct] guidance [of public opinion]. Like other broadcast programs, broadcast advertisements have a powerful guidance character (导向性) and are closely connected to the interests and lives of the masses …
In echoes of the July 24 official response by propaganda authorities to the “cardboard bun” affair involving Beijing TV, yesterday’s notice called for the creation of a “responsibility system”.
The close of the SARFT notice also places this action solidly among a series of recent actions by party leaders to intensify media controls ahead of the 17th National Congress:
When receiving this notice, please transmit it immediately to all relevant offices under your jurisdiction. Broadcast administrating offices [local offices of SARFT, etc.] at various levels and television stations at various levels must effectively implement [these measures], in order to create a favorable social and cultural environment, and a favorable public opinion environment, for the 58th National Day and the victorious opening of the 17th National Congress.
The full Chinese text of the SARFT notice follows:
广电总局关于进一步加强广播电视广告播放管理工作的通知
2007年7月30日，广电总局向各省、自治区、直辖市广播影视局发出《广电总局关于进一步加强广播电视广告播放管理工作的通知》,通知说,近年来,广播电视广告播放秩序明显好转,社会反响良好。但一些广播电视播出机构为片面追求经济利益,仍存在违规播放广告的问题,主要有：一是有的电台、电视台大量播放内容虚假、格调低俗的医疗、药品、性保健品广告和各类性暗示广告；二是播放影视剧时违规超时、超次插播广告(有的电视台播出一部电影时，竟插播8次广告，时长达20多分钟)；三是违规播放游动字幕广告、挂角广告及不良短信和声讯服务广告；四是有的转播机构在转播其他台节目时,违规遮盖、覆盖和替换他台的广告。这些问题已经严重影响到了广播电视的社会公信力,群众意见较大。为坚决纠正这些问题,现将有关进一步强化广告播放管理的事宜通知如下：
一、严格把握导向,始终把社会效益放在第一位。广播电视广告与其他广播电视节目一样,具有很强的导向性,并与人民群众的生活、利益密切相关。因此,各级广播电视播出机构要严格按照《广告法》、《广播电视管理条例》和《广播电视广告播放管理暂行办法》等法律、法规的规定,切实履行和加强对广告内容的审查职责,要确保广告宣传导向正确,内容格调健康向上,要提高广告的思想性、艺术性和观赏性,促进和服务国家经济发展,大力弘扬社会主义核心价值观,有利于和谐社会建设。
二、严格依法播放广告,坚决纠正违规行为。各级广播电视播出机构要严格依法、依规播放广告,凡属虚假违法、内容不良、格调低下的医疗、药品、性保健品广告和各类性暗示广告一律不得播出。要扇∏惺荡胧?坚决纠正播放影视剧时违规超时、超次插播广告,违规播放游动字幕广告、挂角广告及不良短信和声讯服务广告,转播节目时违规遮盖、覆盖和替换他台的广告等突出问题。各广播电视播出机构和转播机构应将自查自纠情况于8月15日前上报上一级广播电视行政部门。
各级广播电视行政部门要切实履行管理职责,完善监管手段和制度,保证各项管理规定的落实。要加强对辖区内各播出、转播、传输机构的日常监管,对存在的问题要及时严格依法查处,并要防止反弹。省级广电行政管理部门应于8月20日前将本辖区内各广播电视播出机构和转播机构的自查自纠情况汇总后上报总局社会管理司。总局将继续加强监看、监管，对屡教不改或违规情节严重的,将依法给予通报批评、诫勉谈话、直至停播商业广告等处罚，并向社会公开曝光。
三、建立责任追究机制,增强社会责任感。各级广播电视播出机构和行政部门要进一步明确广告经营和管理人员的职责和义务,做到分工明确,责任到人。要建立健全责任追究制度,凡出现严重违规问题的,要对直接责任人给予必要的行政处分,要追究播出机构及管理部门的分管领导和主要负责人的责任。
四、建立并完善投诉机制,强化社会监督。各级广播电视行政部门和播出机构都要设立并向社会公开广播电视广告投诉电话,及时处理群众反映的问题。对有联系方式的群众投诉,需及时反馈处理结果。对一时难以采纳的建议,要主动说明情况,积极研究解决办法。
五、进一步加强培训,提高广告经营和管理人员的素质。省级广播电视行政部门应有计划地开展对辖区内广播电视播出机构和转播机构有关负责人的培训,进一步提高从业人员的政治意识、大局意识和责任意识,进一步增强从业人员依法办台、播出节目、经营播放广告和按规定转播节目的自觉性,从根本上保证和促进广播电视事业的健康繁荣和可持续发展。
请接到本通知后立即传达、转发辖区内各有关单位。各级广播电视行政部门和各级播出机构、转播机构都必须切实贯彻落实,为庆祝建国58周年和党的十七大胜利召开营造良好的社会文化环境和舆论环境。
[Posted by David Bandurski, August 2, 2007, 11:57am]