Shares of Alibaba (BABA) and JD.com (JD) fell in premarket trading on Thursday following media reports of complaints by Chinese regulators over allegedly misleading promotions.

Bloomberg, citing Chinese media, reported that the Beijing branch of State Administration for Market Regulation summoned the two companies, along with others, over alleged false advertising during an annual online shopping festival.

The South China Morning Post reported that the regulator has ordered companies to rectify the problems.

Alibaba shares were down 4.4%, while and JD.com was 1.9% lower before the opening bell.

Alibaba and JD.com did not immediately reply to MT Newswires' request for comment.