Lingerie companies use scantily-clad male models to get around censorship rules

Lingerie firms are using male models to show off their frillies to get around China’s strict online censorship rules.

Undie sellers found their live shopping broadcasts were being blocked because women wearing the gear were deemed too sexy.

Now they are using blokes in lacy bodysuits, silk nightgowns and push-up bras to get their products advertised.

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One lingerie chief said: “This is not an attempt at sarcasm.

“Everyone is being very serious about complying with the rules.

“We don’t really have a choice.

“The designs can’t be modelled by our female colleagues so we will use our male colleagues to model them.’’

China has some of the world’s strictest rules governing internet content.

The sole ruling Chinese Communist Party launched a clampdown blaming foreign influence for a flood of online porn.

Video platforms have been banned from broadcasting provocative behaviour or anything with sexual innuendo.

Women cannot pose in their underwear, display cleavage or wear short skirts while live-streaming.

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At the same time men cannot appear topless on wearing just their underpants.

But there is nothing to say they cannot don a satin-trimmed split chemise.

The move has triggered a heated debate.

Supporters understand businesses have to sell their products.

But detractors have accused companies of pandering to vulgarity.

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