Advertising Display Screens In China Get New Scrutiny

INTRODUCTION

Social and economic developments in China are transforming this territory into potentially one of the world's largest markets for consumer products. As such, the demand for advertising media in China is increasing exponentially.

As the mass media are politically highly sensitive, television, radio, and print media in China are all still state-run.

Due to the resulting constraints on conventional advertising media, new advertising vehicles have been evolving. The development of advertising display screens for moving images, operated privately by business work units and installed outdoors or indoors in public areas, is a typical example of such new advertising vehicles. These Administration of Advertising Display Screens Procedures (the "Procedures") were promulgated and came into effect on 29 February 1996 specifically to control this particular form of advertising.