The Chinese government on Thursday announced that it will ban men whom it finds effeminate or “not masculine enough” from television. The administration has directed broadcasters to promote a “revolutionary culture,’ reported Associated Press. This comes as the country broadens a campaign to tighten control over the entertainment industry to promote and enforce official morality.

Also Read: In veiled campus survey, Chinese university seeks list of LGBTQ+ students

Broadcasters must “resolutely put an end to sissy men and other abnormal esthetics,” the National Radio and TV Administration said and has used an inappropriate term for effeminate men ‘Niang Pao,’ which literally translates to ‘girlie guns.’

According to AP, the order reflects China‘s official concern that its pop stars, influenced by the sleek, fashionable look of some South Korean and Japanese singers and actors, are failing to inspire and motivate China’s young men to be masculine enough.

The direction further added that broadcasters should avoid promoting ‘vulgar internet celebrities’ and admiration of wealth and celebrity.  Instead, programs should “vigorously promote excellent Chinese traditional culture, revolutionary culture and advanced socialist culture.”

The circular also directs broadcasters to avoid performers who “violate public order” or have “lost morality,” and programs about the children of celebrities also are banned.

This is an outcome of Chinese President Xi Jinping‘s call for ‘national rejuvenation,’ which demands tighter Communist Party scrutiny on business, education, culture and religion. Companies and the public are under increasing pressure to align with its vision for a more powerful China and healthier society

In recent weeks, works of several Chinese big-time celebrities were taken down from the internet to discourage the celebrity culture and promotion of unfettered celebrity wealth. The online gaming industry has also come under its radar.

  Major works, including videos and the name, of one of China‘s biggest film personalities, Zhao Wei, were taken down by the authorities last Thursday. Before that, actor Zhang Zhehan works were also banned after he visited Japan’s Yasukuni Shrine.  

On Monday, China introduced new rules limiting the number of times children can play video games. The rules state that people below the age of 18 can spend a maximum of three hours per week playing video games. The Chinese government’s move, it said, was necessary to combat gaming addiction.  

(With inputs from Associated Press)