China's TV watchdog on Tuesday banned advertisements suggesting "gift giving" from all radio and TV stations.

Advertisements on some channels that encourage people to give gifts like luxury watches, rare stamps and gold coins are to be cut from TV and radio stations, according to an announcement issued by the State Administration of Radio, Film and Television.

The announcement said those advertisements have shown incorrect values and helped create a poor social ethos.

The move echoes the central authorities' repeated calls for officials and citizens to embrace low-key living, shunning extravagance and waste.

Last December, the Chinese ruling party’s new leadership laid down rules asking government officials to maintain a frugal lifestyle.

A spokesman with the administration said that radio and television channels should fully exert their role of educating the people, carrying forward good Chinese traditions and civilized lifestyles, and taking the lead in implementing the requirements of central authorities, Xinhua News Agency reported.

The administration urged local TV watchdogs to regulate the airing of ads and give more exposure to public service advertising.