JC Master Information | Eight departments jointly issue the “Administrative Measures for Online Marketing of Financial Products”

Introduction
On April 24, 2026, eight departments—the People’s Bank of China, the Ministry of Industry and Information Technology, the State Administration for Market Regulation, the National Administration of Financial Regulation, the China Securities Regulatory Commission, the National Intellectual Property Administration, the Cyberspace Administration of China, and the State Administration of Foreign Exchange—jointly issued the Measures for the Administration of Online Marketing of Financial Products (hereinafter referred to as the “Measures”), which will enter into force on September 30, 2026. The Measures implement the requirement to bring all types of financial activities under regulatory oversight in accordance with the law, stipulating that financial institutions and third-party internet platforms entrusted by them may conduct online marketing of financial products only within the scope of business authorized by the financial regulatory authorities. Market entities that have not obtained the requisite licenses in compliance with applicable laws and regulations are prohibited from engaging in such marketing activities.
The Measures’ provisions on marketing content review, platform information management, and centralized oversight by the headquarters, along with their associated compliance requirements, provide a new regulatory framework and operational guidelines for relevant legal practices. Below, we reproduce the core contents of the Measures together with the official interpretation, for reference and study by legal service providers and enterprises engaged in financial and internet‑finance activities.

Relevant officials answered questions from reporters regarding the Measures.
I. What is the background behind the issuance of these Measures? In recent years, with the vigorous development of the digital economy, the financial sector has accelerated its digital transformation, and the internet has increasingly become a key channel for marketing financial products, reducing the cost of financial services while enhancing their efficiency and reach. At the same time, certain risks have emerged, including false or misleading advertising, marketing practices that may constitute monopolistic behavior or disorderly competition, and promotional content that violates public order and good morals. The CPC Central Committee and the State Council attach great importance to the sound development of the platform economy, repeatedly emphasizing the need to establish and improve a governance system for the platform economy—clarifying rules, setting clear red lines, strengthening oversight, and regulating market order. The report to the 20th National Congress of the Communist Party of China explicitly called for reinforcing and improving modern financial regulation, bringing all types of financial activities under regulatory scrutiny in accordance with the law. The 2023 Central Financial Work Conference further proposed unifying regulatory standards for similar online and offline financial products and strengthening oversight of internet‑based finance. To standardize online marketing activities for financial products and safeguard the legitimate rights and interests of financial consumers and investors, the People’s Bank of China, together with the Ministry of Industry and Information Technology, the State Administration for Market Regulation, the China Banking and Insurance Regulatory Commission, the China Securities Regulatory Commission, the National Intellectual Property Administration, the Cyberspace Administration of China, and the State Administration of Foreign Exchange, has jointly formulated these Measures. Going forward, the financial regulatory authorities under the State Council (hereinafter referred to as “financial regulators”) may issue separate, more detailed regulatory requirements for online marketing activities within their respective areas of jurisdiction.
II. What is the scope of application of these Measures? These Measures comprehensively regulate financial institutions’ online marketing of financial products, as well as the conduct of third-party internet platforms that, upon authorization by financial institutions, provide services for such online marketing. Specifically, “financial institutions” refer to entities engaged in financial business and established with the approval of the State Council or the relevant financial regulatory authorities; local financial organizations shall be governed by local financial regulatory authorities in accordance with the provisions of these Measures. “Third-party internet platforms” mean websites, mobile internet applications, and other similar entities that are not operated by financial institutions themselves but provide services for the online marketing of financial products. Such platforms, when providing these services, must act on the lawful authorization of financial institutions, comply with the relevant regulatory requirements of the financial supervisory authorities, and may not exceed the scope of the authorization granted by the financial institution.
III. What provisions does the Measures set forth regarding marketing qualifications? In implementing the requirement to bring all types of financial activities under regulatory oversight in accordance with the law, the Measures stipulate that financial institutions and any third-party internet platforms entrusted by them may only conduct online marketing of financial products within the scope of business authorized by the financial regulatory authorities. They are prohibited from providing online marketing services or facilitating illegal financial activities, including illegal fundraising, unauthorized securities and futures activities, unlawful acceptance of deposits, illicit lending, the issuance and trading of virtual currencies, unauthorized foreign‑exchange margin trading, and the provision—without authorization—of financial product services to domestic residents by overseas entities. Furthermore, third-party internet platforms may not sub‑delegate or otherwise indirectly delegate the business entrusted to them by financial institutions; if they offer intermediary channels for consumers and investors to purchase financial products, such links must direct users to the financial institution’s own platform and may not redirect to other third-party internet platforms engaged in the online marketing of financial products.
IV. What provisions does the Measures impose on marketing content and conduct? The Measures strengthen the principal responsibility of financial institutions, requiring them to ensure the legality and compliance of their online marketing content and to establish a review‑and‑approval mechanism. They also mandate that third‑party internet platforms enhance information disclosure, enabling financial consumers and investors to readily access and verify basic information about partner financial institutions and the financial products being marketed. Furthermore, online marketing content must present key product information in clear, straightforward language and must not contain any false or misleading statements. In response to emerging practices such as algorithmic recommendation and live‑stream marketing, as well as issues like forced bundling, intrusive marketing, and the unauthorized use of financial terminology, the Measures set forth corresponding regulatory requirements.
In accordance with the Measures, loan products may not employ marketing language such as “low barriers to entry,” “instant disbursement,” or “low interest rates.” On payment institutions’ checkout pages, payment tools must be clearly separated from financial products like loans and may not mislead users into conflating them. Institutions that have not obtained the requisite licenses for financial or financial information services are prohibited from using financial‑related terms in their apps or registered trademarks. Furthermore, individuals who are not employed by financial institutions may not market financial products through live streaming, short videos, official accounts, or other channels, particularly when engaging in illegal securities investment advisory activities under the guise of stock recommendations.
V. What provisions does the Measures set forth regarding cooperation between financial institutions and third-party internet platforms? The Measures focus on clarifying the boundaries of rights and responsibilities between financial institutions and third-party internet platforms, requiring financial institutions to ensure business independence and technological security, and to strengthen ex‑ante assessments and ongoing oversight of partner platforms. They also stipulate that third-party internet platforms may not, in violation of laws, regulations, or national financial regulatory requirements, directly or indirectly intervene in any stage of financial product sales—such as the conclusion of sales contracts, fund transfers, suitability assessments for financial consumers and investors, or credit‑limit evaluations. Furthermore, such platforms may not engage in interactive consultations with financial consumers or investors regarding financial products, nor may they create brand confusion with financial institutions. Instead, they must conspicuously and clearly display the name of the financial institution actually providing the financial product or its relevant identifying mark.
The Measures shall enter into force on September 30, 2026. Prior to that date, financial institutions and third-party internet platforms shall proactively accelerate the rectification and removal of marketing content and practices that are inconsistent with the requirements of the Measures. The People’s Bank of China, the Ministry of Industry and Information Technology, the State Administration for Market Regulation, the National Administration of Financial Regulation, the 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, coordinate efforts to supervise and guide financial institutions and third-party internet platforms in implementing the Measures, and investigate and address all types of illegal and non-compliant online marketing activities involving financial products.

People’s Bank of China, Ministry of Industry and Information Technology, State Administration for Market Regulation, National Administration of Financial Regulation, China Securities Regulatory Commission, National Intellectual Property Administration, Cyberspace Administration of China, State Administration of Foreign Exchange Announcement No. 9 [2026]
To standardize online marketing activities for financial products, safeguard the legitimate rights and interests of financial consumers and investors, and promote the sound and orderly development of internet finance, the People’s Bank of China, the Ministry of Industry and Information Technology, the State Administration for Market Regulation, the National Administration of Financial Regulation, the China Securities Regulatory Commission, the National Intellectual Property Administration, the Cyberspace Administration of China, and the State Administration of Foreign Exchange have formulated the Measures for the Administration of Online Marketing of Financial Products. These measures are hereby promulgated and shall enter into force on September 30, 2026.
People’s Bank of China, Ministry of Industry and Information Technology, State Administration for Market Regulation, China Banking and Insurance Regulatory Commission, China Securities Regulatory Commission, National Intellectual Property Administration, Cyberspace Administration of China, State Administration of Foreign Exchange — Measures for the Administration of Online Marketing of Financial Products, April 21, 2026
Chapter I General Provisions Article 1 In order to regulate online marketing activities for financial products, safeguard the legitimate rights and interests of financial consumers and investors, and promote the sound and orderly development of internet finance, these Measures are formulated in accordance with the Law of the People’s Republic of China on the People’s Bank of China, the Law of the People’s Republic of China on Banking Supervision and Administration, the Securities Law of the People’s Republic of China, the Fund Management Law of the People’s Republic of China, the Insurance Law of the People’s Republic of China, the Trust Law of the People’s Republic of China, the Futures and Derivatives Law of the People’s Republic of China, the Advertising Law of the People’s Republic of China, the Anti-Monopoly Law of the People’s Republic of China, the Anti-Unfair Competition Law of the People’s Republic of China, the Data Security Law of the People’s Republic of China, the Personal Information Protection Law of the People’s Republic of China, the Regulations of the People’s Republic of China on Foreign Exchange Administration, the Regulations on Prevention and Handling of Illegal Fund-Raising, the Measures on the Administration of Internet Information Services, the Regulations on the Security Management of Network Data, and other relevant laws and regulations. Article 2 These Measures apply to financial institutions engaging in online marketing of financial products, as well as to third-party internet platforms that, upon authorization by financial institutions, provide services for such online marketing (hereinafter collectively referred to as “conducting online marketing of financial products”). No organizations or individuals other than financial institutions and third-party internet platforms may conduct, or engage in disguised forms of, online marketing of financial products. Where other provisions are stipulated by laws, regulations, or relevant state rules regarding online marketing of financial products, those provisions shall prevail. Article 3 For the purposes of these Measures, “financial institution” refers to an entity established within the territory of the People’s Republic of China, approved by the State Council or the financial regulatory authorities under the State Council (hereinafter referred to as “financial regulatory authorities”), and engaged in financial business. “Financial product” means any product or service designed, developed, or sold by a financial institution, including but not limited to deposits, loans, securities, asset management products, insurance, precious metals (excluding physical precious metals, the same applies hereinafter), foreign exchange products, futures, derivatives, payment services, investment advisory or consulting services, etc. “Financial institution’s proprietary platform” refers to websites, mobile applications, or other digital channels independently operated by a financial institution and enjoying full data access rights. “Third-party internet platform” refers to non‑proprietary websites or mobile applications that provide services for online marketing of financial products. “Online marketing of financial products” means commercial promotion and advertising of financial products conducted via the internet, including but not limited to presenting information about financial products or the brand identity of the financial institution, and providing referral links to facilitate purchases by financial consumers and investors. Article 4 Conducting online marketing of financial products shall comply with applicable laws, regulations, and social norms; adhere to principles of honesty and good faith; ensure fair competition; and must not harm national interests, public interests, or the legitimate rights and interests of financial consumers and investors. Article 5 Financial institutions shall conduct online marketing of financial products only within the scope of business authorized by the financial regulatory authorities, and shall conspicuously indicate that their financial products are available exclusively to customers in licensed regions. Financial institutions subject to geographic restrictions shall identify and verify the location of their customers in accordance with standards set by the financial regulatory authorities, offering their financial products only to customers registered in designated areas or where they maintain branches. Third-party internet platforms providing services for online marketing of financial products shall accept lawful authorization from financial institutions, comply with relevant regulatory requirements of the financial regulatory authorities, remain strictly within the scope of such authorization, and refrain from sub‑delegating or indirectly transferring the entrusted tasks to other entities. When providing referral channels for financial consumers and investors to purchase financial products, third-party internet platforms shall redirect users to the financial institution’s proprietary platform, and must not link to other third-party internet platforms engaged in similar activities. Furthermore, prior to entering stages involving actual purchase or use of financial services, clear warnings must be issued, accompanied by mandatory reading periods. Article 6 No organization or individual may provide online marketing services or facilities for illegal financial activities. “Illegal financial activities” refer to operations that, without lawful authorization from the financial regulatory authorities or in violation of national financial regulations, substantially engage in activities related to currency, payments, deposit-taking, lending, insurance, securities, funds, futures, foreign exchange, and other financial services, including but not limited to illegal fundraising, unauthorized securities and futures trading, illicit deposit collection, unlawful lending, virtual currency issuance and trading, unauthorized foreign exchange margin trading, and the provision of financial services to domestic residents by overseas entities without proper authorization. Financial institutions shall not conduct online marketing targeting unspecified audiences for private placement products or over-the-counter derivatives, nor shall they utilize third-party internet platforms to market such products. Chapter II Standards for Online Marketing Content Article 7 Financial institutions shall assume responsibility for ensuring the legality and compliance of their online marketing content, establishing a review mechanism coordinated at headquarters, involving approval, filing, and compliance checks, and implementing measures to protect the rights and interests of financial consumers and investors. Relevant review materials shall be archived for future reference. Third-party internet platforms shall use only marketing content approved by the financial institution and shall not make unauthorized changes. Marketers employing official accounts, live streams, or short videos to promote financial products must adhere to content approved by the financial institution. Article 8 Online marketing content shall be based on the terms of the financial product contract. Key information such as product name, names of providers and sellers, product category, interest rates, risk warnings, and other essential details must align with corresponding contractual provisions, presented clearly and prominently, without significant omissions, deliberate concealment, or misleading statements. Marketing content must be truthful, accurate, and easily understandable, consistent with the requirements of socialist spiritual civilization, reflecting core socialist values, and promoting rational investment attitudes and healthy consumption habits. Article 9 Financial institutions shall disclose through official channels and promptly update basic information on financial products marketed via the internet, along with details of the third-party internet platforms entrusted with such marketing, and the communication codes and resources utilized. They shall also provide financial consumers and investors with channels for querying and verifying product information via customer service hotlines or proprietary platforms. Third-party internet platforms shall transparently and accurately disclose, in a clear and conspicuous manner, basic information about the financial institutions that have commissioned them to conduct online marketing, and furnish financial consumers and investors with the official website addresses, customer service phone numbers, and other contact details of those institutions. Article 10 The creation of online marketing content shall prohibit the following practices: (1) the use of false or misleading information; (2) the citation of untrue, inaccurate, or unverified data and materials; (3) explicit or implied claims that asset management products, investment advisory services, or consulting services guarantee principal, promise returns, or limit losses in amount or percentage, or the ranking of such products based solely on short-term, abnormal performance benchmarks or past results, or the use of simulated performance, partial client feedback, or favorable time periods to mislead investors; (4) exaggeration of insurance liabilities or benefits, or simplistic comparisons between insurance products and deposits, asset management products, or other financial instruments; (5) exploitation of review or registration procedures conducted by financial regulatory authorities or industry self-regulatory bodies to lead financial consumers and investors to believe that such authorities or organizations offer guarantees for the products in question; (6) the use of one-sided promotions emphasizing initial fee discounts to encourage consumption when installment payments are involved; (7) the employment of suggestive terms such as “low risk,” “low threshold,” “instant disbursement,” “high returns,” “low interest rates,” or “zero cost”; (8) any other practices prohibited by laws, regulations, or relevant state provisions. Chapter III Standards for Online Marketing Conduct Article 11 Online marketing of various categories of financial products—including deposits, loans, securities, asset management products, insurance, precious metals, foreign exchange products, futures, derivatives, payment services, investment advisory or consulting services—shall establish separate promotional display zones for each category. Article 12 Non-bank payment institutions shall not include loans or asset management products among their payment instrument options, nor shall they provide marketing services for such products. Article 13 When employing algorithmic recommendation technologies for online marketing, it is forbidden to design algorithmic models that induce excessive consumption by financial consumers and investors. Any marketing messages sent or calls made to financial consumers and investors must include options for refusal or unsubscribing. If a consumer or investor refuses or unsubscribes, no further marketing messages or calls shall be sent using the same method. When utilizing algorithmic recommendations, alternative options not tailored to individual characteristics must be provided, or convenient mechanisms for disabling such recommendations should be offered. Article 14 Online marketing activities shall not interfere with others’ normal use of the internet or mobile devices. When conducting online marketing through pop-up advertisements, prominent close buttons and one-click closing functions must be clearly displayed. Article 15 Combined sales of financial products must conspicuously alert financial consumers and investors to exercise caution; illegal bundling of products is prohibited, and default consent for combined sales must not be imposed. Article 16 Marketing of financial products via official accounts, live streams, or short videos must take place on either the financial institution’s proprietary platform or on legally established accounts opened by the institution on third-party internet platforms. Marketers must be employees of the financial institution, qualified to perform related duties, and duly authorized by the institution. Financial institutions shall bear responsibility for managing the online marketing conduct of their staff, requiring them not to engage in marketing through channels other than the institution’s proprietary platform or legally established accounts on third-party internet platforms. Compliance reviews must be strengthened, with timely inspections of official accounts, live streams, and short videos on third-party platforms, ensuring that promotional content complies with legal requirements and with Articles 7, 8, and 10 of these Measures. Furthermore, traceability of marketing activities must be enhanced, with video, audio, and visual records preserved for verification. Third-party internet platforms shall intensify qualification and credential verification of entities engaged in financial product marketing and related informational content production, displaying on their account homepages certifications of financial business qualifications or professional credentials. Entities failing to meet the requirements set forth in this article shall face immediate suspension of their ability to publish information in relevant fields, or closure of their associated accounts. Third-party internet platforms shall also strengthen patrols and monitoring; if they detect marketing content violating these Measures, they must immediately cease publishing such content and report to the relevant regulatory authorities. Article 17 Financial institutions utilizing the names or images of academic institutions, industry associations, professionals, or public figures such as celebrities for endorsements or testimonials must comply with applicable regulations governing advertising endorsements.Article 18: No institution or individual may, without obtaining the requisite financial or financial information service qualifications or without the consent of the financial regulatory authorities, use terms or content related to finance—such as “finance,” “financing,” “loan,” “borrow money,” “pawnshop,” “bank,” “exchange,” “trading center,” “asset management,” “fund,” “wealth management,” “investment advisory or consulting,” “securities,” “futures,” “equity crowdfunding,” “insurance,” “commercial insurance annuity,” “trust,” “financial company,” “payment,” “clearing,” “settlement,” “credit reporting,” “credit rating,” “foreign exchange,” or “currency exchange”—in website names, mobile internet applications, or Internet user account names. Institutions and individuals conducting online marketing of financial products must ensure that any such terms or content used in their websites, mobile internet applications, or Internet user account names are consistent with their obtained financial or financial information service qualifications. Article 19: No institution or individual may, without obtaining the requisite financial or financial information service qualifications or without the consent of the financial regulatory authorities, use trademarks containing terms related to finance—such as “finance,” “financing,” “loan,” “borrow money,” “pawnshop,” “bank,” “exchange,” “trading center,” “asset management,” “fund,” “wealth management,” “investment advisory or consulting,” “securities,” “futures,” “equity crowdfunding,” “insurance,” “commercial insurance annuity,” “trust,” “financial company,” “payment,” “clearing,” “settlement,” “credit reporting,” “credit rating,” “foreign exchange,” or “currency exchange”—unless the trademark as a whole conveys other meanings that do not easily mislead financial consumers or investors regarding the entity’s financial business qualifications. Chapter IV: Code of Conduct for Marketing Cooperation Article 20: When a financial institution entrusts a third-party Internet platform to provide services for the online marketing of financial products, it shall, in accordance with relevant laws, regulations, and national financial management provisions, clearly delineate the responsibilities and obligations of both parties. The third-party Internet platform shall not, in violation of laws, regulations, or national financial management provisions, intervene directly or indirectly in any stage of financial product sales—including contract signing, fund transfers, suitability assessments for financial consumers and investors, or loan limit evaluations—and shall not engage in interactive consultations with consumers or investors regarding financial products. Fees charged by the third-party Internet platform for marketing services must be reasonably priced and commensurate with the value provided. A financial institution may not, by entrusting a third-party Internet platform with the online marketing of financial products, absolve itself of its own responsibilities toward those products. If the third-party Internet platform fails to conduct online marketing of financial products in compliance with applicable rules, thereby infringing upon the legitimate rights and interests of financial consumers and investors or causing other adverse effects, it shall bear corresponding legal liabilities. When entrusting a third-party Internet platform with the online marketing of financial products, the financial institution shall urge the platform to strengthen risk management, ensuring operational independence, technological security, and the protection of data and personal information. The third-party Internet platform shall adhere strictly to its technical service mandate, refraining from engaging in financial business activities in disguised forms and from using technological means to help partner financial institutions evade regulatory oversight. Article 21: When a financial institution entrusts a third-party Internet platform to provide services for the online marketing of financial products, it shall establish a pre‑assessment mechanism, evaluating the platform’s qualifications, capabilities, and capacity to assume responsibility in accordance with the principle of matching business qualifications with operational performance, including aspects such as business credentials, operating conditions, technical strength, service quality, compliance, and reputation. Neither the financial institution nor its employees may commission a third-party Internet platform to conduct online marketing of financial products under the guise of “investor education” or “training courses,” nor may they pay for such activities. Article 22: Financial institutions shall enter into written cooperation agreements with operators of third-party Internet platforms. Such agreements shall specify the scope of cooperation, operational procedures, the rights and obligations of each party, measures to protect customer rights, data security, dispute resolution mechanisms, transitional arrangements for changes or termination of cooperative matters, and liability for breach of contract. Article 23: Financial institutions shall continuously monitor and evaluate the compliance, safety, and contractual performance of third-party Internet platforms, promptly identifying, assessing, and mitigating risks arising from illegal operations, breaches of contract, or business failures on the part of these platforms. If a third-party Internet platform is found to have violated laws, national regulations, or contractual provisions, the financial institution shall require immediate corrective action; in cases of serious violations, cooperation shall be terminated immediately, and relevant clues regarding illegal or non-compliant activities shall be referred to the competent regulatory authorities. Article 24: When a financial institution entrusts a third-party Internet platform with the online marketing of financial products, it shall ensure the independent branding of the financial product. The third-party Internet platform shall display the name of the financial product provider or relevant identifiers in a clear and conspicuous manner, avoiding brand confusion among financial consumers and investors; for loan products marketed online, the financial institution shall issue product information under its own name. Article 25: Upon accepting a financial institution’s commission to provide online marketing services for financial products, a third-party Internet platform shall verify the client’s financial business qualifications in advance and establish an operational monitoring mechanism. If any illegal financial activity or non‑compliant financial business is detected, the platform shall take immediate measures to stop such activities and refer relevant leads to the financial regulatory authorities. Article 26: Operators of third-party Internet platforms participating in the online marketing of financial products shall adhere to the principles of equality, voluntariness, fairness, reasonableness, and good faith, refraining from monopolistic practices or unfair competition and from undermining fair competition or the legitimate rights and interests of financial consumers and investors. Article 27: When conducting online marketing of financial products, third-party Internet platforms that require access to customer information and data must obtain explicit customer authorization and implement necessary measures to safeguard the confidentiality and integrity of data transmission, preventing leakage, tampering, or loss. Third-party Internet platforms shall not illegally obtain or misuse customer information and data held by financial institutions. Where personal information is involved, they must also comply with applicable laws and regulations. Chapter V: Supervision and Management Article 28: In accordance with their respective duties, financial regulatory authorities shall exercise supervision over the online marketing activities of financial products by financial institutions through remote monitoring, on-site inspections, or other appropriate means, and shall formulate criteria for determining the geographical areas where financial institution customers reside. The People’s Bank of China is responsible for payment systems, credit reporting, and credit ratings; the China Banking Regulatory Commission is responsible for banking and insurance sectors; the China Securities Regulatory Commission is responsible for securities, funds, and futures; and the State Administration of Foreign Exchange is responsible for foreign exchange matters. Financial institutions and operators of third-party Internet platforms shall cooperate fully with financial regulatory authorities during inspections, providing timely, accurate, and complete information and documentation. Market regulatory authorities shall, in accordance with their duties, enforce regulations concerning internet fees, advertising, anti-monopoly measures, and anti-unfair competition in the context of financial product marketing, strengthening communication with financial regulatory authorities when necessary and seeking their assistance in investigations. Matters falling under the jurisdiction of other departments as stipulated by laws and administrative regulations shall be handled according to those provisions. Financial regulatory authorities, cyberspace administration departments, and telecommunications regulators shall, in accordance with their respective duties, intensify oversight of the content of financial product marketing messages, data security management, and personal information protection by financial institutions and third-party Internet platforms. Article 29: Financial regulatory authorities, cyberspace administration departments, telecommunications regulators, and market regulatory authorities shall, in accordance with their assigned responsibilities, strengthen monitoring, reporting, and handling of illegal financial product marketing activities. Cases suspected of criminal offenses shall be referred to judicial authorities for criminal prosecution in accordance with the law. Article 30: Financial regulatory authorities, in coordination with cyberspace administration departments and telecommunications regulators, shall intensify monitoring and management of third-party Internet platforms and account names containing terms related to this field. For violations of Article 18 of these Measures, once conofficeed by financial regulatory authorities, cyberspace administration departments and telecommunications regulators shall order corrective action within a specified timeframe; failure to comply or non‑compliance with required corrections shall result in penalties imposed in accordance with applicable laws and regulations. Financial regulatory authorities, together with intellectual property management agencies and market regulatory authorities, shall strengthen monitoring and management of trademarks containing terms related to this field. For violations of Article 19 of these Measures, once conofficeed by financial regulatory authorities, intellectual property management agencies and market regulatory authorities shall order corrective action within a specified timeframe. Article 31: Relevant financial industry associations, in accordance with applicable laws and regulations and these Measures, shall formulate industry standards and self‑regulatory codes pertaining to financial product marketing and implement self‑disciplinary sanctions in accordance with the law. They shall establish centralized disclosure platforms for financial product marketing, strengthen registration and management of financial‑related mobile internet applications, cooperate with financial regulatory authorities in routine monitoring of financial product marketing activities, and promptly report relevant issues. Furthermore, they shall intensify public education on financial literacy, promote rational investment and healthy consumption, and improve mechanisms for reporting misconduct by financial consumers and investors. Chapter VI: Legal Liability Article 32: If a financial institution violates these Measures in conducting online marketing of financial products, financial regulatory authorities shall, in accordance with their duties, impose regulatory measures such as issuing warning letters, conducting regulatory talks, ordering corrective action, or imposing administrative penalties. Article 33: If a third-party Internet platform violates Articles 13 or 14 of these Measures, cyberspace administration departments and telecommunications regulators shall impose penalties in accordance with their duties. If a third-party Internet platform violates Paragraph 2 of Article 14, market regulatory authorities shall impose penalties in accordance with their duties. If a third-party Internet platform violates Article 26 of these Measures, constituting monopolistic or unfair competitive behavior, market regulatory authorities shall impose penalties in accordance with their duties. Article 34: If financial institutions or third-party Internet platforms violate Article 10 of these Measures, financial regulatory authorities, market regulatory authorities, and cyberspace administration departments shall, in accordance with their duties, investigate and handle the matter. Cases suspected of criminal offenses shall be referred to judicial authorities for criminal prosecution in accordance with the law. If financial institutions or third-party Internet platforms violate Article 27 of these Measures, financial regulatory authorities, cyberspace administration departments, and telecommunications regulators shall impose penalties in accordance with their duties. Article 35: Any institution or individual that violates Articles 5, 6, 16, 20, or 25 of these Measures by conducting online marketing for illegal financial activities or non‑compliant financial business shall, once conofficeed by financial regulatory authorities, face penalties imposed by financial regulatory authorities, cyberspace administration departments, and telecommunications regulators in accordance with their duties. Chapter VII: Supplementary Provisions Article 36: Private equity fund management institutions and entities licensed to operate foreign‑currency exchange businesses shall conduct online marketing of financial products in accordance with the relevant provisions of these Measures and bear corresponding legal liabilities. Local financial organizations, whether acting independently or in collaboration with third-party Internet platforms, shall be managed by local financial regulatory authorities in accordance with the relevant provisions of these Measures. Article 37: When financial institutions collaborate with other financial institutions to conduct online marketing of financial products, such cooperative activities shall comply with the provisions of Chapter IV of these Measures. Article 38: These Measures shall be interpreted by the People’s Bank of China, the Ministry of Industry and Information Technology, the State Administration for Market Regulation, the China Banking Regulatory Commission, the China Securities Regulatory Commission, the National Intellectual Property Administration, the Cyberspace Administration of China, and the State Administration of Foreign Exchange.
Article 39 This Measures shall enter into force on September 30, 2026.

(Source: China Internet Information Center, Cyberspace China)