New rule seeks to stop abuse of China’s child fashion models

The regulation limits number of hours, days youngsters can work and bans brands from using children under 10 as spokespeople.

A new regulation designed to protect child models from abuse and exploitation has been introduced in an east China e-commerce hub.

Under the new ruling, announced by authorities in the Binjiang district of Hangzhou, Zhejiang province, online retailers are banned from using children under the age of 10 as spokespeople for their products and cannot make them work for more than four hours in a single session.