China censors online game ads

The Chinese Government is introducing tough new rules restricting the type of content used to advertise online games.

According to Venturebeat, the Ministry of Culture will ban ads which feature sex, violence and gambling. The agency intends to "criticise and educate" anyone engaged with such "vulgar marketing".

The news comes after Zhang Xiayou, a famous model, was hired to promote online title Dahua Xuanyuan, which went on to become a hit. Since then Zhai Ling, known for appearing in internet sex tapes, has been hired to advertise Xi You Ji, while porn star Sola Aoi has been promoting Warrior OL.

The new rule will come into effect from 1st August.