Broadcasters breaking the rules will be punished, the watchdog said

Adverts for products like sex-related health supplements and sex toys will be prohibited, the State Administration of Radio, Film and Television said.

"Vulgar" adverts for things like breast enhancements and female underwear will also be banned, Sarft said.

The watchdog said the move was taken as the adverts were "socially corrupting".

'Morally depraving"

In a circular on Tuesday, Sarft said that adverts featuring suggestive language or scantily-clad women were "detrimental to society", Xinhua news agency reported.

China has introduced controls on popular talent shows

"Sexually suggestive ads and bad ads not only mislead consumers seriously and harm public health, but are socially corrupting and morally depraving, and directly discredit the radio and TV industry," the circular said.

Broadcasters that do not obey the rules would face severe penalties, it said.

Sarft has been tightening its grip ahead of the Chinese Communist Party's five-yearly congress in October.

Last month, it banned a talent show for being "vulgar" and earlier this week it ordered strict curbs on Pop Idol-style TV shows.

Observers said that one reason for the crackdown was a view that participants were negative role models for the young.