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China has forbidden under-18s from playing video games for more than three hours a week, a stringent social intervention that it said was needed to pull the plug on a growing addiction to what it once described as "spiritual opium".
The new rules, published on Monday, are part of a major shift by Beijing to strengthen control over its society and key sectors of its economy, including tech, education and property, after years of runaway growth.
The restrictions, which apply to any devices including phones, are a body blow to a global gaming industry that caters to tens of millions of young players in the world's most lucrative market.
They limit under-18s to playing for one hour a day - 8 p.m. to 9 p.m. - on only Fridays, Saturdays and Sundays, according to the Xinhua state news agency. They can also play for an hour, at the same time, on public holidays.
"Teenagers are the future of our motherland," Xinhua quoted an unnamed NPPA spokesperson as saying. "Protecting the physical and mental health of minors is related to the people's vital interests, and relates to the cultivation of the younger generation in the era of national rejuvenation."
Gaming companies will be barred from providing services to minors in any form outside the stipulated hours and must ensure they have put real-name verification systems in place, said the regulator, which oversees the country's video games market.
Previously, China had limited the length of time under-18s could play video games to 1.5 hours on any day and three hours on holidays under 2019 rules.