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China Bans Words ‘Luxury’, ‘Supreme’ from Public Ads

Chinese authorities have passed a law banning companies from using the word “luxury” in public advertisements in Beijing, reports China Daily. Other adjectives like “royal” and “supreme” will similarly be banned come 15 April.

The ban was initiated for two main reasons. Firstly, the government hopes to prevent false advertising and secondly, the targeted words induce “hedonism and spiritual emptiness”, the city’s local government said. Companies found to use the adjectives will be fined around 30,000 yuan (US$4,500).

As some Chinese citizens place high value on luxury goods as a status symbol, the government is attempting to narrow the growing income gap in the Asian nation, suggests TIME magazine.

Xia Xueluan, a sociologist at the Peking University, told China Daily that many advertisements sporting such adjectives promote the belief that “wealth is dignity” and can upset low-income residents.

“It’s not creativity, it’s the ruin of traditional culture,” Xia was quoted as saying.

[via China Daily]
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