China has ordered that smoking scenes in films and television series be restricted, amid concern it is failing to deliver on pledges to help its 300 million smokers kick the habit.

The State Administration of Radio, Film and Television, China’s media watchdog, called for “strict control” of smoking scenes and banned minors from being present in shots involving anyone lighting up.

Cigarette brands are banned from appearing in films and television series, and smoking scenes must be kept as short as possible, a circular posted on SARFT’s website said.

According to the official Xinhua news agency, a survey conducted among 11,000 middle school students in Beijing showed nearly 33 per cent wanted to try smoking after seeing actors lighting up on television.

Tobacco is the top killer in China – the world’s largest tobacco producer and consumer – and smoking and exposure to second-hand smoke exact high medical and social costs.

Last month, Chinese and foreign medical experts issued a joint report warning that smoking deaths in the world’s most populous country could triple by 2030.