China's broadcasting regulator has banned effeminate men on TV saying vulgar influencers should be avoided.
The government is broadening a campaign to tighten control over business and society and enforce official morality.
The authorities pledged to promote what it defined as more masculine images of men and criticised male celebrities who use a lot of make up.
Certain talent contest show formats have also been stopped and broadcasters have been ordered to rein in high salaries paid to stars and clamp down on tax evaders.
The government has also tightened control over celebrities and has suspended thousands of accounts for fan clubs and entertainment news.
Last week, a limit was placed on anyone under 18 playing more than three hours per week of online games and playing on school days.