As part of its efforts to downplay inequality, China's media regulator has just banned the children of celebrities from appearing on reality television, according to Chinese news agencies .

The State Administration of Press, Publication, Radio, Film and Television said the ban is intended to "remove minors from the limelight and let them enjoy the childhood that they are entitled to," ShanghaiDaily.com reported.

Yet as Time.com and others report, the ban comes as the Chinese government has become increasingly concerned about wealthy children in the country showing off their spoils in public.

Last year, Wang Sicong, son of Chinese billionaire Wang Jianlin, posted photos on social media of his dog wearing two new Apple watches. He also posted comments saying that his top criteria for choosing a girlfriend was that she had to be "buxom."

After his girlfriend post, the official Chinese news agency criticized "certain celebrities that recklessly disseminate vulgar information ... from the worship of money to sex and violence."

And last year, dozens of children of wealthy Fujian businessmen were ordered to attend special classes to promote discipline and responsibility, according to Chinese news reports.

"Rich children often have a sense of superiority, and strict punishment is to make them learn responsibility," one of the course instructors told Beijing Youth Daily.