TV and radio commercials for sex booster supplements will be allowed to be broadcast only late at night, as part of revised rules on medical advertising that become effective on May 1.

Violators will face up to a 30,000 yuan (US$3,750) fine, according to the rules, jointly issued by the State Food and Drug Administration and the State Administration for Industry and Commerce.

Ads for medicines to improve or enhance sexual function will be banned from TV and radio from 7 a.m. until 10 p.m., the new rules say.

The contents of these advertisements must strictly conform to the labeling approved for the medicines, according to the rules.

The revised rules also stipulate prescription medicines are not allowed to be advertised using mass media.

The current medical ad rules were enacted 12 years ago. But improper advertisements for drugs and medical products have become a thorny issue for the authorities, forcing the government to revise the rules in order to tighten control of the market.

Some drug makers released advertisements for their products before the advertisements were censored by authorities, and some even changed the contents of the advertisements after they had been scrutinized by authorities.

Other problems have included the promotion of prescription medicines through mass media and the exaggeration of the effects of medicines and medical contraptions.

Industrial and commercial authorities across the country took action in 7,748 cases of illegal drug advertisements last year, accounting for 11 percent of all illegal advertisement cases.

The revised rules prohibit promotion by gifting medicines, providing free medical services or offering a prize to buyers.

(SD-Agencies)