MEDIA-I: Beijing bans web ads for tobacco and sex

<p>BEIJING: China has reportedly banned all tobacco and sex </p><p>advertising on the internet, sparking fears that this will be the start </p><p>of a long list of prohibited content online. </p><p><BR><BR> </p><p>According to reports in China, the new rules -dubbed the Interim </p><p>Measures of Beijing Municipality on the Management of Internet </p><p>Advertisements - have been introduced by the Beijing Municipal </p><p>Administration for Industry and Commerce (BMAIC). </p><p><BR><BR> </p><p>They come into effect on May 1, and apply to all products and services </p><p>prohibited by law, as well as good and services already banned from </p><p>traditional advertising media. </p><p><BR><BR> </p><p>Zenith Media deputy managing director for China, Steven Chang, said the </p><p>regulation will deal a blow to China's internet sector, which is still </p><p>in its "infancy". According to the agency, internet advertising in China </p><p>is expected to reach RMB750 million (USdollars 90.6 million) this year, </p><p>rising to RMB1,800 million and RMB4,500 million in 2002 and 2003 </p><p>respectively. </p><p><BR><BR> </p><p>Chang added that while he did not expect the ban to hinder creativity, </p><p>there is always a concern over censorship of content on the web. This </p><p>would inevitably "affect creative execution because all ads would be </p><p>subject to official government approval". </p><p><BR><BR> </p><p>Grey Worldwide account director in Beijing, Christina Chan, said the </p><p>agency did not expect any complications following the ban. "There are </p><p>many regulations here (in China), but for a long time the internet has </p><p>remained unregulated. This gap has been closed with these </p><p>regulations. </p><p><BR><BR> </p><p>"Most of the 4As agencies in China should have details on these </p><p>regulations and what we understand is that the rules that apply for </p><p>offline advertising, also apply for the online world," Chan </p><p>explained. </p><p><BR><BR> </p><p>AdXplorer's chief executive, Anthony Young, said the ban on cigarette </p><p>advertising was "an expected part of the legitimising of online as an </p><p>advertising medium". But he added that despite close scrutiny from the </p><p>Chinese government, "the business of advertising carries on and the </p><p>challenge is always to work within these conditions". </p><p><BR><BR> </p><p>Young added: "Logistically, ad approvals on TVCs through the appropriate </p><p>administrative bodies usually take a couple of days. So there will be a </p><p>slight slowing down of the process which will need to be factored into </p><p>the advertising planning process and probably an additional cost." </p><p><BR><BR> </p><p>While the ban is seen as an "inconvenience", Young believed it will not </p><p>affect spending revenue. </p><p><BR><BR> </p><p>The ban also presents numerous difficulties for internet service </p><p>providers (ISPs) in China as ISPs must prevent sites residing on their </p><p>servers from featuring any ads relating to tobacco or sex. </p><p><BR><BR> </p><p>ISPs already require government approval for online ads that contain </p><p>drugs, pesticides and other goods. Ads relating to overseas studies and </p><p>employment agencies must also receive approval. </p><p><BR><BR> </p><p>Now China's ISPs must send all copies of ads to the Internet </p><p>Advertisement Management Centre, part of the BMAIC, responsible for </p><p>publishing ads on sites. It was unclear what penalties would be incurred </p><p>for advertisers. </p><p><BR><BR> </p>