Zhao Zhongxiang, a 67-year-old veteran host for CCTV, China's National TV station, has admitted to starring in fake medicine commercials, but claimed he was unaware that of the law.

It follows criticism of cross talk star Hou Yaohua, who starred in 10 fake or unregistered medicine commercials.

Zhao was discovered by netizens to have starred in commercials promoting cures for blood pressure and rheumatism. On Friday, he admitted acting as guest host for two talk show programs, according to Chengdu Business Daily.

"I was unaware of the relevant regulations made by the authorities, and nobody informed me of them at the time," Zhao said.

Also on Friday, Hou, who previously rejected blame for his role in false advertising, wrote an entry on his blog saying he was "deeply sorry and regretful" for taking part in fake commercials and would pay attention "to criticism from the audience and the public".

Hou has since asked TV stations nationwide to stop broadcasting the advertisements. Public anger was apparently not appeased.

According to the results of an ongoing online survey by Sina.com yesterday afternoon, 95 percent of respondents said they would not believe Hou Yaohua again in any commercial, and 97.8 percent said Hou should be responsible for deceiving the public.

Sun Shuying, a retired woman who suffers from cardiovascular diseases, spent almost 3,000 yuan on six boxes of blood pressure medicine in June after seeing Zhao on TV.

"They said it can be very effective, but it is not effective at all," she complained to China Public Legal Aid Center in August.

Doctors later informed Sun the medicine is a general health supplement, not a cure.

"Consumers tend to trust their favorite stars on TV and celebrities should not take advantage of this," Qiu Baochang, director of the Consumer Rights Protection Council of Beijing Lawyer Association, told METRO yesterday .

"They should cherish their reputation and be more self-disciplined. But most importantly, there should be a law to supervise the market and the actions of celebrities.

"Our law has been insufficient in doing this so far," Qiu added.

China passed its newest food safety law on Feb 28 after last year's milk powder scandal, stipulating that celebrities will face joint liability for the substandard food products they endorse. According to Qiu, however, there is no effective regulation for medicine.