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China online content and marketing regulation

Updated 1 time since CLSTR started tracking revisions of this situation.

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2026-09-18 04:55 UTC → 2026-09-30 08:59 UTC · added removed

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. Following these measures, On September 30, new rules specifically targeting regulations regarding the online marketing of financial products were announced, set to take effect on September 30. These provisions, overseen officially went into effect. Jointly issued by the Shanghai Securities Regulatory Bureau, prohibit 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 internet influencers, 27 specific financial terms, including ‘finance’, ‘financing’, ‘loan’, or ‘Big Vs’, for marketing outside of authorized third-party platforms. ‘wealth management’, in their account names. The rules aim to ensure business independence also mandate a clear distinction between payment tools and data confidentiality, preventing third-party platforms credit products, prohibiting non-bank payment institutions from intervening in investor solicitation mixing loans or transaction processing. Furthermore, payments asset management products with standard payment options. Finally, the regulations address algorithmic concerns by prohibiting models designed to these induce excessive consumption and requiring platforms are prohibited from being linked to specific business metrics such as transaction volumes or account openings. provide options to disable personalized recommendations.

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  1. 2026-09-30 08:59 UTC China online content and marketing regulation
  2. 2026-09-18 04:55 UTC China online content and marketing regulation

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