According to ME News, on September 7 (UTC+8), the "Management Measures for Online Marketing of Financial Products," jointly issued by eight government departments including the central bank, will take effect on September 30, 2026. The measures aim to clarify the boundaries between finance and technology, not to comprehensively ban online sales of financial products, but to provide specific guidelines and regulations for marketing activities. They stipulate that financial products promoted via official accounts, live streams, or short videos must be marketed on the financial institution’s own platform or on legally authorized accounts established by the financial institution on third-party internet platforms. Additionally, marketing personnel must be employees of financial institutions, hold the necessary qualifications for related business activities, and obtain authorization from their institution. This means that KOLs wishing to promote financial products must be certified and licensed. (Source: ChainCatcher)
China's Rules on Online Marketing of Financial Products to Take Effect on September 30, 2026
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Summary
China’s Rules on Online Marketing of Financial Products Will Take Effect on September 30, 2026, Targeting Stricter Oversight of Risky Assets. The new measures, drafted by eight ministries including the central bank, clarify the boundaries between finance and technology. Marketing of financial products via public accounts, live streams, or short videos must occur only on self-operated platforms or authorized third-party accounts and must be conducted by certified staff of financial institutions. CFT compliance is expected to be a key component of enforcement. KOLs must now be certified and authorized before promoting financial products.
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