Authors of textbook deny product placement

Several people involved in the writing of a textbook for primary school students in East China's Jiangsu Province have denied that the book's cover carries an advertisement for a hospital known for its Gynecology and Andriatrics.

On the cover page of the Chinese textbook for grade four students in Jiangsu, three students are presenting bouquets to two nurses dressed in their uniforms.

Behind them stands a building with a Red Cross sign on the top, next to it is printed the words "Bo'ai Hospital," or "Hospital of Universal Love."

"Bo'ai Hospital" is a well-known chain of hospitals specializing in the treatment of both male and female diseases.

Zhang Guangcai, the designer and the deputy editor-in-chief of the book, said that the book was written in 2003, when China faced SARS.

"The cover was meant to coincide with an article in the book about how a nurse died to treat SARS patients. It was used in an effort to promote the theme of love," Zhang said, adding that "Bo'ai" means "universal love" in general instead of referring to a particular hospital, according to Yangtze Evening News.

"There is absolutely no advertisement," said Yang Xinfu, one of the editors of the book published by Jiangsu Educational Press.

Despite the denial, the incident is still causing a commotion among parents and education experts.

"No content that could lead to such misunderstanding should be allowed," a mother of a primary school student, surnamed Yang, told the Global Times.

"Even if this is just a coincidence, the cover page should be replaced for it is still very misleading," Wang Hongcai, a professor at Xiamen University told the Global Times.