The "Measures for the Administration of Online Marketing of Financial Products" will be implemented on September 30, and KOLs must hold a certificate to work

According to Caixin, the "Management Measures for Online Marketing of Financial Products" jointly issued by the central bank and eight ministries will officially take effect on September 30, 2026. The measures aim to clarify the boundaries between finance and technology, and do not completely prohibit the online promotion of financial products, but rather provide specific guidance and regulations for marketing activities. It is specified that marketing financial products through public accounts, live broadcasts, and short videos should be conducted on the self-operated platforms of financial institutions or on accounts legally established by financial institutions on third-party internet platforms.

In addition, marketers must be employees of financial institutions, possess qualifications for engaging in related business, and obtain authorization and consent from financial institutions. This means that if Key Opinion Leaders (KOLs) want to promote financial products, they must be certified to do so.