Zhao Pengda, an 81 year old academician of the Chinese Academy of Sciences, has used his weibo account to criticize the "flood" of liquor and wine advertisements during China Central Television's evening news. He has even calculated that there were 16 such advertisements during a 30-minute news telecast, which should be a matter of concern, says an article in Xi'an Evening News. Excerpts:

Excess intake of alcohol is detrimental to health. According to a recent survey, alcohol has affected the health of more than half of the drinkers. Moreover, the drinking culture in China is nothing to be proud of and could even lead to corruption, and there are many examples to prove that.

Also, drunk driving has become one of the biggest safety problems in our society. According to the Ministry of Public Security's statistics, about 354,000 drunk driving cases were reported between May 1, 2011, and April 20, 2012. And that figure, for all we know, is increasing.

More importantly, the flood of liquor advertisements in the media could entice people to consume alcohol at a very young, which can be harmful to their health and cause social problems.

TV channels are a public broadcasting platform. Therefore, instead of encouraging people to consume alcohol, they should telecast programs that caution drinkers and promote moderation. TV channels should not only telecast programs that they think viewers want, but also what is really good for them in order to fulfill their social responsibilities.

And it's time the authorities imposed some restrictions on the promotion of alcohol in the media.

(China Daily 01/18/2013 page9)