China's Online Financial Marketing Rules to Take Effect on September 30, 2026

The Measures for the Administration of Online Marketing of Financial Products, issued in April 2026, will take effect on September 30, 2026. The measures set requirements for false and misleading promotion in online marketing of financial products, marketing conduct suspected of monopoly and disorderly competition, and marketing content that offends public order and good morals.

In the internet era, marketing for various products has shifted primarily online, and financial product marketing has expanded accordingly into a range of online scenarios. Some apps still rely on high-frequency user scenarios to push pop-ups offering benefits such as higher credit limits and interest-free terms, while their marketing language gives weak prominence to risk warnings.

Some internet platforms have already begun screening and regulating financial advertising on their platforms. Tencent focused on four categories of problems: disguised financial marketing, incomplete disclosure, non-compliant wording, and marketing without qualifications, and moved to rectify the relevant advertisements. Specific handling measures included taking down non-compliant financial advertisements, restoring them after rectification and compliance, and banning accounts without financial qualifications. All relevant violations have been rectified and the disciplinary records archived.