Eight departments announce the "Regulations on the Management of Financial Product Internet Marketing", defining the rights and responsibilities boundaries of financial institutions and other platforms.

Recently, the People's Bank of China, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, and other eight departments formulated and announced the "Regulations on the Management of Financial Product Online Marketing". It will be implemented from September 30, 2026. The relevant officials answered questions from reporters regarding the "Regulations". The "Regulations" emphasize the responsibility of financial institutions to ensure the legality and compliance of online marketing content and to establish an audit mechanism. Third-party internet platforms are required to strengthen information disclosure to facilitate financial consumers and investors to access and verify basic information about cooperating financial institutions and marketing financial products. The "Regulations" require that online marketing content should use accurate and understandable language to introduce key information about financial products, without containing false or misleading content. Guidelines for algorithm recommendations, live marketing, and issues like compulsory bundling, harassing marketing, and unauthorized use of financial terms are also provided. According to the "Regulations", loan products should not use marketing terms such as "low threshold", "instant approval", or "low interest rates"; payment platforms must differentiate payment tools from loan products on the checkout page, avoiding misleading consumers. Institutions without financial qualifications are prohibited from using financial terms in their apps and trademarks; non-financial personnel are prohibited from marketing financial products through live streams, short videos, public accounts, especially in the form of illegal securities investment recommendations. The "Regulations" emphasize clarifying the responsibilities and boundaries between financial institutions and third-party internet platforms, requiring financial institutions to ensure business independence, technical security, and strengthen the assessment and management of cooperation platforms. Third-party platforms must not intervene in or indirectly interfere in sales contracts, fund transfers, suitability assessments for financial consumers and investors, or loan evaluations of financial products in violation of regulations or national financial management regulations. They must not interact or consult with financial consumers and investors about financial products or create confusion with the brand of financial institutions; they should clearly display the name or relevant logo of the financial institution providing the financial products in a prominent manner. The "Regulations" will be implemented from September 30, 2026. Before that date, financial institutions and third-party internet platforms should proactively rectify marketing content and behaviors that are inconsistent with the requirements of the "Regulations". The People's Bank of China, the Ministry of Industry and Information Technology, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, China Securities Regulatory Commission, the National Intellectual Property Administration, the Cyberspace Administration of China, and the State Administration of Foreign Exchange will perform their duties in accordance with the law, jointly supervise and guide financial institutions and third-party internet platforms in implementing the requirements of the "Regulations", and investigate and punish various illegal and irregular financial product online marketing activities. This article is edited from the official account of "Cyberspace China" by GMTEight, edited by Jiang Yuanhua.