BlockBeats news: On September 7, according to Caixin, the "Management Measures for Financial Product Online Marketing" jointly issued by the People's Bank of China and seven other ministries will take effect on September 30, 2026.
This regulation aims to clarify the boundary between finance and technology, not to comprehensively ban online sales of financial products, but to provide specific guidance and standards for marketing activities, stipulating that marketing of financial products via official accounts, live streams, or short videos must be conducted on the financial institution’s own platform or on legally established accounts of the financial institution on third-party internet platforms.
In addition, marketers must be professionals employed by financial institutions, qualified to engage in related businesses, and authorized by the financial institution. This means that KOLs (Key Opinion Leaders—such as influencers or popular online figures)—if they wish to promote financial products—must be certified to do so.