Administrative Measures for the Online Marketing of Financial Products will take effect on September 30: KOLs must hold valid certificates to work.
57 minutes ago
According to Caixin News, the "Administrative Measures for Online Marketing of Financial Products" jointly issued by the People's Bank of China and seven other government ministries will officially take effect on September 30, 2026. The regulation aims to clarify the boundaries between finance and technology, and does not impose a full ban on online live-stream sales of financial products; instead, it lays out specific guidelines and norms for marketing activities. It specifies that financial products promoted via official accounts, live streams, or short videos must be conducted on either the financial institution’s self-operated platform or accounts legally registered by the institution on third-party internet platforms. Additionally, marketers must be employees of financial institutions, hold relevant business qualifications, and obtain authorization from the financial institution. This means KOLs (Key Opinion Leaders, i.e., influencers and internet celebrities) who wish to promote financial products will need to "hold valid certificates to work".
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