The move is part of a government campaign to crack down on corruption and extravagance.
Expensive watches, gold coins and liquor are among the items affected, said the Xinhua news agency.
The giving of gifts, often to gain favour with officials, is common during lunar new year, which begins next week.
But China's TV watchdog, the State Administration of Radio, Film and Television (Sarft), said that adverts on some channels had been encouraging people to give luxury items."
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