China's central bank and seven other ministries have issued the 'Financial Product Online Marketing Management Measures', set to take effect on September 30, 2026. The rules don't ban online promotion of financial products but require that marketing via public accounts, livestreams, and short videos be conducted through financial institutions' own platforms or authorized third-party accounts. Marketers must be licensed employees of financial institutions, meaning influencers (KOLs) need official certification to promote financial products.
BlockBeats said on September 7, citing Caixin, that the People's Bank of China and seven other ministries jointly released the 'Financial Product Online Marketing Management Measures', and the rules will formally take effect on September 30, 2026.
These measures do not flatly ban the online sale of financial products. But they do lay out clear rules and directions for how marketing can be done. Under the text, marketing financial products through public accounts, livestreams, and short videos has to happen on financial institutions' own operated platforms, or on accounts legally opened by financial institutions on third-party internet platforms. And the people doing that marketing must be employees of financial institutions, hold the relevant professional qualifications, and have authorization from the financial institution. Short version: Key Opinion Leaders (KOLs) that want to promote financial products will have to be 'certified' first.
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