The organizer of an entertainment expo in Shanghai has put in place strict regulations to stop women participating in exhibits at the show from wearing revealing clothes, saying it will impose fines on violators.

The regulation, which stipulates that any women who expose more than two centimeters of their breasts will be fined 5,000 yuan ($805), while those wearing short skirts that expose the bottom of their buttocks will also be fined 5,000, went viral on social media Tuesday.

The regulation will be enforced during the upcoming China Digital Entertainment Expo and Conference that will be held in Shanghai in July by the New Silk Road, a model agent company.

The expo, which debuted in Beijing in 2004, has attracted gaming companies as well as players from across the world, but has also been criticized for the revealing outfits worn by some expo models in recent years.

The latest regulations also prohibit models from indecent or overly intimate behavior when taking pictures with visitors to the expo, while the companies that employ them will be punished for weak supervision.

The regulations were put in place by New Silk Road, who has overall supervisory responsibility for all models at this year's exhibition, Li Yang, an employee from the company told the Global Times on Tuesday.

"These regulations aim to prevent the trend towards vulgar and exhibitionist [behavior] at some shows in China.

The models' duty should be to promote the products, not to expose their bodies as part of a stunt," said Li.