China bans vulgar marketing of online games

08:04, July 08, 2010      

Email | Print | Subscribe | Comments | Forum 

Zhai Ling, better known as Shou Shou, poses as the spokesperson for an online game on April 9 in Beijing. [China Daily]

The tendency to use vulgarity in the promotion of online games is likely to be curbed, as the country's culture authorities tighten management of the cyber game market.

The Ministry of Culture published a notice on Tuesday, requiring cultural departments at all levels to check the vulgar marketing of cyber games.

The notice said that related departments should require websites to delete fripperies included in online games, and should criticize and educate entrepreneurs who promote their cyber games through the use of profane and violent ads.

The new policy came after a series of touch balls played by online game companies aroused public controversy.

The online game Dahua Xuanyuan became a hit in December 2009 when the company hired Zhang Xiaoyu, a famous art model, as its spokesperson.

Then Zhai Ling, a car model known as Shou Shou who became famous after sex videos of her were uploaded on the Internet, received an offer from an online game company in April to represent its game Xi You Ji (Journey to the West).

The eye-catching marketing scheme climaxed on June 17, when a Shanghai-based game developer hired Sola Aoi, a Japanese adult video star. Along with Sister Phoenix and Sister Lotus - two controversial online celebrities who shot to fame by challenging traditional standards of beauty - Sola Aoi was hired to represent the game Warrior OL, which became the subject of heated debate.

Many criticized the phenomenon, calling it a vulgar tendency that harmed social morale.

Others said it was acceptable, since the promotions complied with the relevant laws.

Lin Chuan, a 24 year-old Beijing resident, said: "It is unnecessary to ban the porn star advertisements, because the players do not really care who is the spokesperson of the game."

The Ministry issued the interim measures on the management of online games on June 22, including a stipulation that bans the use of sex, gambling and violence in the promotion of the games.

The regulation, which is the first official document to focus on China's thriving online game industry, takes effect on August 1.

After the special notice on game marketing was issued on Tuesday, Wu Jun, vice-president of, which developed Warrior OL, said during an interview with that he welcomed the new policy.

Zhao Xufeng, an analyst with the Iresearch Consultant Company, said: "The game companies can get more publicity with less expense by advertising with net celebrities."

According to Zhao, the online game industry is expected to contribute 30 billion yuan ($4.4 billion) to China's GDP this year.

Source: China Daily(By Cheng Yingqi)


  • Do you have anything to say?


Special Coverage
  • Premier Wen Jiabao visits Hungary, Britain, Germany
  • From drought to floods
Major headlines
Editor's Pick
  • On Sept. 28, tourists travel around the Mingshashan Scenic Area in Dunhuang, Gansu province by camel. With the National Day vacation right around the corner, more and more tourists from home and abroad are going to Dunhuang. Riding on a camel, they travel in the desert to enjoy the cities rare form of natural scenery. (Xinhua/Zhang Weixian)
  • Chinese forest armed forces work together with forest firefighters on Sept. 28. (Xinhua/Chai Liren)
  • Photo taken on Sept. 29, 2011 shows strong wind blows trees in Sanya, south China's Hainan Province. Typhoon Nesat heads towards south China and is moving at an average wind speed of 20 km per hour toward the west coast of China's Guangdong Province. (Xinhua/Hou Jiansen)
  • A fallen tree is seen on a road in Qionghai, south China's Hainan Province, Sept. 29, 2011. Typhoon Nesat was predicted to land in Hainan later Thursday, bringing heavy rainfalls to the island. (Xinhua/Meng Zhongde)
  • Arash Kamalvand (L) of Iran spikes the ball during the semifinal against South Korea at the 16th Asian Men's Volleyball Championship in Tehran, Iran, Sept. 28, 2011. Iran won 3-1 to advance to the final. (Xinhua/Ahmad Halabisaz)
  • A man visits "Thy Word Is Truth, the Bible Ministry Exhibition of the Protestant Church in China", during its opening at Mount Vernon Place United Methodist Church in Washington DC, capital of the United States, Sept. 28, 2011. Through the Bible's various Chinese versions, ancient or modern, as well as pictures, paintings, calligraphy, art works and historical documents, the exhibition was expected to give an overall understanding of how Bible was brought into China, how it was translated, published, distributed and loved. (Xinhua/Zhang Jun)
Hot Forum Discussion