Multi Entry visa for non business purposes

What do you mean by 'personal visits'? If you want to travel as a tourist or to visit some friends or relatives in China, you can apply for the multiple entry permit with 6-month or one-year validity. If you have obtained PRC entry permits before, then you have a greater chance to get the multiple entries.

By personal visits I mean visiting friends (Chinese nationals). I have been to china, twice this year, both times on a single entry tourist L type. I've previously been informed, by the UK Visa Centre, that it is not possible to obtain a multi entry permit (6, 12 months) for anything other than business purposes. I thought I'd double check and see if anyone had other experiences - can you confirm you, or someone you know has obtained such an entry permit? Or are you reading from the site? Thanks in advance!

Unfortunately you have been misled. I contacted the Chinese Visa Centre in London about this and they replied as follows:

Thank you for contacting us. There are no multiple entry tourism types. You will be able to apply for a maximum of double entry for tourism purposes (i.e visiting friends).