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Performers should not "violate ethics, morals,
social public order or good customs, causing serious negative
social impact", the Chinese Association for Performing Arts, a
non-profit organisation backed by the government, said on its
website.
Performers should not incite hatred and discrimination between
ethnic groups, or promote cults and superstitions, the
association said. The new rules will come into force on a trial
basis on March 1.
The association did not say why it had decided to introduce such
a policy now, but Chinese consumers have become increasingly
vocal about their expectations for the behaviour of companies
and celebrities, especially foreign ones.
Italian luxury label Prada this month ended all cooperation with
Chinese actress Zheng Shuang, whom it had just appointed as a
brand ambassador, after she was engulfed in a surrogacy
controversy that has enthralled the Chinese public.
In its new guidelines, the Association also said performers
should not organise, take part in or promote illegal activities
such as pornography, gambling, drugs and violence, among other
activities.
Those found to have fallen foul of the new rules will only be
allowed to resume work after obtaining the approval of an ethics
unit, it added.
($1 = 6.4691 Chinese yuan renminbi)
(Reporting by Sophie Yu and Brenda Goh; Editing by Gareth Jones)
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