Radio and television stations have been ordered to pull any advertisements that promote giving ostentatious gifts, as part of efforts to cut down on extravagance and waste.

Advertisements for goods such as watches, rare stamps and gold coins that suggest they are "must have items for superiors" are now banned, China's media watchdog said.

According to a statement on Wednesday from the State Administration of Radio, Film and Television, such ads "promote incorrect values and helped create a bad social ethos".