China online content and marketing regulation

China has introduced new regulatory frameworks targeting online content and digital marketing. In early September, the Cyberspace Administration and other agencies implemented rules requiring content planning and talent management companies to register as service providers. These regulations mandate identity verification for creators, the appointment of dedicated management personnel, and strict prohibitions against spreading rumors or inciting public division. Additionally, age-based restrictions were established for livestreaming, prohibiting minors under 16 from hosting sessions.

On September 30, new regulations regarding the online marketing of financial products officially went into effect. Jointly issued by the People's Bank of China and seven other departments, these measures aim to protect consumer safety by establishing clear boundaries for digital financial marketing. The rules prohibit non-financial institutions and unqualified individuals, such as certain financial bloggers or wealth management mentors, from marketing products through public accounts, livestreaming, or short videos.

To prevent consumer confusion, the regulations ban misleading promotional language such as ‘low threshold’, ‘instant arrival’, or ‘low interest rates’. When promoting installment plans, providers must disclose total interest and annual percentage rates. Furthermore, entities without proper qualifications are barred from using 27 specific financial terms, including ‘finance’, ‘financing’, ‘loan’, or ‘wealth management’, in their account names. The rules also mandate a clear distinction between payment tools and credit products, prohibiting non-bank payment institutions from mixing loans or asset management products with standard payment options. Finally, the regulations address algorithmic concerns by prohibiting models designed to induce excessive consumption and requiring platforms to provide options to disable personalized recommendations.