Chinese officials are seeking to restore international faith in the country's produce, after the recent recall of millions of toys by Mattel Inc.
A week-long series of TV programs has been launched to promote the safety of Chinese-produced items.
Mattel initiated the recall after lead paint and dangerous magnets were discovered in millions of toy, many of which were made in China.
The TV scheme also follows the revelations that high levels of toxic chemicals were found in a wide variety of Chinese products.
Li Changjiang, director of the General Administration of Quality Supervision, Inspection and Quarantine, said on the first show, 'Believe in Made in China':
"Personally, I believe it is new trend in trade protectionism. Although recalls are necessary, it is unfair to decide that all products made in China are unqualified."
He added: "I'm here to tell you: have faith in 'Made in China'."
