Measures for the Online Marketing of Financial Products Take Effect on September 30: KOLs Must Be Certified to Post

According to Caixin, the Measures for the Administration of Online Marketing of Financial Products, jointly issued by the People's Bank of China and eight other government departments, will officially take effect on September 30, 2026. The measures aim to clarify the boundary between finance and technology. Rather than imposing a comprehensive ban on the online marketing of financial products, they provide specific guidance and establish clear regulations for marketing activities, explicitly stating that marketing through official accounts, live streaming, and short videos must be conducted on the financial institution's proprietary platform or on legally registered accounts operated by the institution on third-party internet platforms. Furthermore, marketers must be qualified employees of financial institutions and must have obtained explicit authorization from their employing institutions. This means that if KOLs (Key Opinion Leaders, i.e., influencers, internet celebrities, and major commentators) wish to promote financial products, they must hold the appropriate professional certifications.