Abstract
China's State Administration of Radio, Film, and Television (SARFT) Regulation 17 took effect on New Year's Day, 2004. Regulation 17 comprehensively governs China's 25.3 billion yuan radio and television advertising market. It prohibits misleading advertising, requires advertising to be consistent with socialist principles, and prohibits the use of traditional Chinese characters. This case discusses the impact of Regulation 17 on the markets for advertising and beer.
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