BEIJING - China's publication authority has vowed efforts to curb commercial bribery involving teaching materials for school students amid mounting public complaints.

In a circular issued on Thursday, the State General Administration of Press, Publication, Radio, Film and Television prohibited any institution or individual from seeking profits through illegal means such as getting kickbacks or asking for sponsorship during the publication and marketing of teaching and learning materials for middle and primary school students.

The publishers are asked not to collude with school teachers via "underground trading" or any form of commercial bribery to ask the students to buy learning materials in designated bookstores, according to the circular.

The administration urged publication authorities at various levels to deal with violators strictly.

"Severe penalties, such as revoking publication licenses, should be given in serious cases involving large amounts of money, vile conduct, or with a big social impact," the circular said.

Those who are suspected of being involved in such crimes will be transferred to judicial departments, according to the circular.

The call to curb dodgy commercial practices in the sector came as bribery and other irregular techniques have gravely harmed public interests in recent years, causing growing complaints among students and their parents.

Media institutions and the public should be mobilized to report violations of the rules, the administration said, urging publication authorities to publicize hotlines for tip-offs and earnestly deal with each case reported.