On Monday, Chinese regulators introduced new guidelines regulating celebrity endorsements, aimed at the “frequent occurrence” of illegal and false endorsements by celebrities in recent years, which the regulators said seriously damaged the market. Celebrities are not allowed to endorse tobacco products including e-cigarettes, after-school tutoring, healthcare, medicine, medical instruments, or formula food for special medical purposes from Oct. 31. Chinese regulators severely tightened regulations on after-school tutoring last summer, banning after-school tutoring companies, from earning profits, raising capital, or going public. [SAMR, in Chinese]