Eight Chinese regulatory authorities, including the People's Bank of China, have jointly formulated and released the "Measures for the Online Marketing of Financial Products," which will take effect on September 30, 2026. The measures aim to clarify the responsibilities and boundaries between financial institutions and third-party internet platforms involved in online marketing activities.
The regulations emphasize that financial institutions bear primary responsibility for ensuring the legality and compliance of their online marketing content. They are required to establish internal review mechanisms. Third-party internet platforms must enhance information disclosure, enabling consumers and investors to easily access and verify basic information about cooperating financial institutions and the financial products being marketed.
Marketing content must use accurate and plain language to convey key product information and must not contain false or misleading statements. The measures also address emerging practices such as algorithm-based recommendations and live-stream marketing, alongside issues like forced bundling, intrusive marketing, and improper use of financial terminology.
Specific prohibitions include banning loan products from using phrases like "low threshold," "instant funding," or "low interest rates" in marketing materials. Payment service providers must clearly separate payment tools from loan products on checkout pages to prevent user confusion. Entities without proper financial or financial information service qualifications are prohibited from using financial-related terms in their app names or registered trademarks. Additionally, non-financial institution personnel are barred from marketing financial products through live streams, short videos, or public accounts, particularly when engaging in illegal securities investment advisory activities disguised as stock recommendations.
A key focus of the measures is delineating the responsibilities between financial institutions and third-party platforms. Financial institutions must ensure operational independence and technical security while strengthening pre-assessment and ongoing management of partner platforms. Third-party platforms are prohibited from interfering in financial product sales processes—such as contract signing, fund transfers, or suitability assessments—and must avoid brand confusion by clearly displaying the names or logos of the actual financial product providers.
The comprehensive rules cover various aspects of online financial marketing, including content standards, behavioral norms, cooperation protocols, and supervisory mechanisms, aiming to protect consumers and promote orderly development in the sector.