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Shanghai authorities are tightening up what they say is a "chaotic" air ticket advertising market that has victimized consumers with bait-and-switch tactics and outright fraud. The problem was so bad in recent months that 99 percent of all air ticket ads were false, estimated Wang Changshou, director of the Civil Aviation Administration of China's transportation division. To clear up the problem, the Shanghai Industrial and Commercial Administrative Bureau joined with Wang's agency earlier this month to set down new regulations for these ads. Under the tightened rules, specific ticket prices no longer can be listed. Ticket agencies must use more general language, such as "favorable rates offered." Agents also must list their names in the ads and obtain authorization from the aviation administration before setting up shop. Authorities will soon begin an inspection of ticket agencies to make sure they're in compliance prior to the National Day on October 1, a peak travel time, said Zhang Jun, deputy director of the administrative bureau's ad supervisory division. The substantial scope of the problem was identified in a recent investigation conducted by administrative bureau officers, he said. Some agencies listed low prices in their ads to attract customers, while they actually had few or no such tickets. When would-be travelers called to arrange their trips, sales agents tried to switch them to higher-priced tickets, saying the others had been sold out. The investigation also identified ticket agencies that were operating without proper permits. Other travelers were sold tickets that turned out to be fakes. Consumers were not able to receive compensation because the ticket agents had not identified themselves in their ads and couldn't be tracked down. The number of fraudulent ads and faulty agencies was not revealed, though Zhang did say, "We didn't expect to find so many problems." Though the new rules require agents' names to be listed, he believes that further identification such as business addresses is also needed. "We have appealed to the city government for tougher control," Wang said. "It will not only help improve Shanghai's image but also protect travelers' interests." Licensed ticket agents appeared to be happy with the new rules. "Some ticket agents are disrupting the market and cheating consumers," said Pei Yunhai, sales manager at the Shanghai United Ticket Center for Aviation and Railways. "I believe the regulation will help clear out the illegal agencies."