BEIJING — In a remarkable turnabout from the heady last decade of celebrating conspicuous wealth and luxurious new lifestyles, Beijing has banned outdoor advertising that uses certain terms celebrating opulence and high-end living.
The new policy from the Beijing Administration for Industry and Commerce was first reported in the official China Daily newspaper, which quoted a press release from March 17 about new rules taking effect April 15. The move “will target advertisements that ‘promote hedonism’ or ‘the worship of foreign-made products,’ ” the newspaper said. Thus far, it appears the actual change relates to banning the use of certain words on outdoor advertising like billboards. These include “supreme,” “royal,” “luxury” or “high class” — words frequently seen on Beijing’s multitudinous billboards.
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