China’s government banned effeminate men on TV and told broadcasters Thursday to promote “revolutionary culture,” broadening a campaign to tighten control over business and society and enforce official morality.

Broadcasters must “resolutely put an end to sissy men and other abnormal esthetics,” the TV regulator said, using an insulting slang term for effeminate men — “niang pao,” or literally, “girlie guns.”

That reflects official concern that Chinese pop stars, influenced by the sleek, girlish look of some South Korean and Japanese singers and actors, are failing to encourage China’s young men to be masculine enough.

Rules that took effect Wednesday limit anyone under 18 to three hours per week of online games and prohibit play on school days.

Game developers already were required to submit new titles for government approval before they could be released. Officials have called on them to add nationalistic themes.