In an effort to boost “traditional values” China has banned celebrities from endorsing vaping products. The new rules ban entertainers and influencers from backing the products via social media, television commercials, live-streams and interviews.
The move is part of President Xi Jinping’s campaign to overhaul the country’s corporate and social landscape, according to media reports.
E-cigarettes, traditional tobacco and other nicotine products join private tutoring, health foods, healthcare and medical equipment as some of the targeted industries, according to a notice issued by Beijing’s top market regulator, the State Administration for Market Regulation, along with six other government agencies.
“Celebrities should consciously practice socialist core values in their advertising endorsement activities,” the rules stated. “Activities should conform to social morals and traditional virtues.”
Xi cemented his control with an unprecedented third term as leader of the country at the quinquennial congress of the Chinese Communist party in Beijing last month.