The days of job discrimination could be numbered after the labor and social security bureau here issued new rules for employers hiring workers.

A circular issued by the bureau states that employers should not specify preferred nationality, race, gender, and religion in job advertisements.

Those that breach the new rules will face stiff penalties, the bureau said.

The move is part of a major effort by the Guangzhou government to properly implement the Employment Promotion Law and Labor Contract Law, which took effect on Tuesday.

In the past, employers were known to openly advertise for certain requirements, even going as far as to specify the need for "good looking" women for secretarial positions.

Ma Jianxiao, director of the Guangzhou labor and social security bureau, said the aim of the circular was to create a "fair environment for job seekers".

He said the city was focused on eradicating prejudice in the job market.

"Unless the positions are very special, discriminatory terms are not allowed," Ma said.

"Those who continue to discriminate will be urged to make amends or be punished."

Lin Zhuoqiang, a student at Jinan University, who is currently looking for a job, said he is now more confident about his prospects.

"I'm a major of business administration and I'm looking for a marketing job," he said.

"However, the pimples on my face seem to put me in an unfavorable position when I'm up against other college students."

He said he has not been invited for an interview despite submitting applications to several firms.

However, Zhang Shufang, a human resources lecturer with South China Normal University, expressed doubt over whether the bureau's plan will work.

"Even if the discriminatory terms are removed from job advertisements, employers still have the last say on whether or not they will employ someone," he said. (By Zhan Lisheng)