China Sets September 30, 2026 Start Date for Financial Product Online Marketing Rules

China's eight ministries and agencies have jointly issued rules on the online marketing of financial products, with implementation set for September 30, 2026. According to ChainCatcher, the measures are intended to clarify the boundary between finance and technology rather than impose a blanket ban on online sales of financial products. The rules specify that financial products marketed through public accounts, livestreams, or short videos must be promoted on a financial institution's own platform or on accounts legally opened by the institution on third-party internet platforms. Marketing personnel must be employees of financial institutions, hold the required qualifications, and receive authorization from the institution, meaning KOLs must be licensed if they want to promote financial products.