China: No cleavages please at 2015 digital entertainment expo

Asia's largest digital entertainment expo, where models are dressed up as characters from comic books, movies and video games, will be imposing a strict flesh baring ban for both men and women.

Women are not allowed to display more than 2cm of cleavage while men are barred from wearing low-hanging pants or expose their underwear at the China Digital Entertainment Expo & Conference or ChinaJoy 2015. An $800 (£520, €710) fine will be imposed on those caught flouting the new rules, reports CNN.

For models caught dancing in cages, around a pole, or striking vulgar poses will be slapped with a $1,600 fine.

The broadcaster says the move is seen as the latest government campaign for stricter morality in China, noting that at the Shanghai Auto Show in 2015, scantily clad models or "car babes" were banned.

We can't use vulgarity to attract attention

New Silk Road, one of china's largest model agencies that provides showgirls, confirmed the new regulations to CNN.

"It's a formal exhibition. We can't use vulgarity to attract attention," Yang Ou, a spokesperson for New Silk Road said.

CNN noted that it was not clear who would be given the task of measuring the cleavage on display but Yang said more details on the new rules would be released in an official notice.

ChinaJoy is a trade show but there is also an annual cosplay competition where participants, dressed up as their favourite characters, are judged on their costumes, routine and the response they receive from the audience.

The conference will take place at the Shanghai New International Expo Centre from 30 July to 2 August. Last year, 250,000 people visited the three-day event.