China: Crack down on star endorsements

Actor Jiro Wang Actor Jiro Wang has been known to endorse female sanitary products

Male celebrities in China may have to stop endorsing items such as female sanitary pads and lingerie under a law requiring them to try the products first, it seems.

A draft of the proposed law, submitted to Beijing's National People's Congress Standing Committee this week, says celebrities must test the goods before endorsing them or risk paying a fine, the South China Morning Post reports. Backers say the bill is designed to prevent "false advertising". In China, male star Jiro Wang is the face of the sanitary towel brand Freemore, while other male celebrities have endorsed bras, lingerie and female body wash, Chinese social media users say.

It's not just female products that might need new backers from the entertainment industry. One social media pundit asks if Tang Guoqiang, another famous actor, really has a bulldozer driving licence while promoting excavators, Beijing's China Daily reports. The state-run newspaper adds the draft law is needed because "celebrities endorsing under-qualified products and services have caused troubles in the past". Those making false recommendations "shall bear legal responsibilities", it says.

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