China has banned TV networks showing "saucy" adverts for push-up bras and figure-hugging underwear ahead of a major Communist Party meeting next month.
It follows a similar ban on "sexually provocative sounds" on television.
China's State Administration Of Radio, Film & Television said other targets of the crackdown included "low-brow and base" commercials for sex toys and ads featuring famous people or experts attesting to the efficacy of medicines.
"Every television advertisement management bureau and television station must strengthen their political consciousness and responsibility towards society," said spokesman Tian Jin.
The order is the latest in a raft of measures which have included axing reality shows featuring sex changes and plastic surgery, and banning talent contests during prime-time viewing periods.
The media watchdog's edicts have reached fever pitch in recent weeks, ahead of a meeting of the 17th Communist Party congress, a sensitive five-yearly meeting at which key national leaders are appointed and policy is set out for the next few years.
It earlier urged the country's increasingly freewheeling broadcasters to forgo vulgarity and bad taste in the pursuit of ratings in favour of providing "inspiring" content for the masses imbued with socialist values.
State television boss Zhao Huayong told his staff: "Create a positive atmosphere for public opinion.
"Strictly adhere to propaganda requirements. Do not rush to report, do not report impulsively and make sure there are no mistakes from reports on any large events."
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