Financial Product Online Marketing Management Measures Q&A
Summary
Eight Chinese regulatory agencies (People's Bank of China, Ministry of Industry and Information Technology, State Administration for Market Regulation, National Financial Regulatory Administration, China Securities Regulatory Commission, National Intellectual Property Administration, Cyberspace Administration of China, and State Administration of Foreign Exchange) jointly issued the Financial Product Online Marketing Management Measures. The regulation prohibits financial institutions and third-party internet platforms from marketing illegal financial activities including virtual currency trading, illegal forex margin trading, and unlicensed offshore financial services to domestic residents. Loan marketing may not use terms such as "低门槛", "秒到账", or "低利率". Payment checkout pages must visually separate payment tools from loan products. Non-licensed entities may not use "金融" (financial) in their app names or trademarks, and unlicensed individuals may not market financial products via livestreaming, short videos, or WeChat public accounts. Third-party platforms must display the actual financial institution's name and redirect users to the financial institution's own platform, not other third-party platforms. The measures take effect 30 September 2026.
“金融机构及其委托的第三方互联网平台开展金融产品网络营销，必须在金融管理部门许可的业务范围内进行，不得为非法集资、非法证券期货活动、非法吸收存款、非法放贷、虚拟货币发行交易、非法外汇保证金交易、境外机构未经许可面向境内居民提供金融产品服务等非法金融活动提供网络营销服务或便利。”
Financial institutions and third-party internet platforms marketing financial products in China must review all existing marketing content and partner agreements before the September 30, 2026 effective date. Specific priorities include removing prohibited terminology from loan advertisements, ensuring payment checkout pages visually distinguish payment tools from credit products, verifying third-party platforms display the correct financial institution identifier and redirect to proper channels, and confirming all marketing personnel hold appropriate financial service qualifications. Platforms that route users between multiple third-party marketing sites should restructure to direct traffic exclusively to the licensed financial institution's own channels.
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What changed
The measures establish comprehensive regulatory requirements for financial product online marketing in China. Financial institutions and third-party internet platforms must operate strictly within permitted business scope and are prohibited from marketing illegal financial activities including virtual currency trading, illegal forex margin trading, and unlicensed offshore financial services to domestic residents. The regulation imposes specific content restrictions: loan marketing cannot use "低门槛" (low threshold), "秒到账" (instant credit), or "低利率" (low interest) terminology; payment checkout pages must visually separate payment tools from loan products; and unlicensed entities cannot use "金融" in their app names or registered trademarks.
Non-financial professionals are prohibited from marketing financial products through livestreaming, short videos, or WeChat public accounts, particularly illegal securities investment consulting disguised as stock recommendations. Third-party platforms must clearly display the actual financial institution name, cannot transfer client data to other parties, and must redirect users to the financial institution's own platform rather than other third-party platforms. Financial institutions bear primary responsibility for the legality and compliance of marketing content and must establish review mechanisms. The eight issuing agencies will supervise implementation and investigate violations.
What to do next
- Ensure all financial product marketing activities operate within permitted business scope
- Stop providing marketing services for illegal financial activities including virtual currency trading and illegal forex margin trading
- Cease use of prohibited marketing terms "低门槛", "秒到账", "低利率" for loan products
- Separate payment tools from loan products on checkout pages
- Remove "金融" from app names and trademarks if not licensed
- Non-financial professionals must stop marketing financial products via livestreaming, short videos, or WeChat public accounts
- Redirect users to financial institution's own platform rather than other third-party marketing platforms
- Display actual financial institution name or identifier clearly and prominently
Archived snapshot
Apr 24, 2026GovPing captured this document from the original source. If the source has since changed or been removed, this is the text as it existed at that time.
《金融产品网络营销管理办法》答记者问
2026年04月24日 17:30 来源： 中国网信网 ) 【纠错】 近日，中国人民银行、工业和信息化部、市场监管总局、金融监管总局、中国证监会、国家知识产权局、国家网信办、国家外汇局联合印发《金融产品网络营销管理办法》（以下简称《办法》）。有关负责人就《办法》相关问题回答了记者提问。
一、《办法》出台的背景是什么？
近年来，随着数字经济的蓬勃发展，金融业数字化转型进程不断加快，互联网逐渐成为金融产品营销的重要渠道，降低了金融服务成本，提高了金融服务效率和覆盖面。与此同时，存在一些风险问题，比如进行虚假和误导宣传、营销行为涉嫌垄断和无序竞争、营销宣传内容违背社会公序良俗。
党中央、国务院高度重视平台经济健康发展工作，多次指出要建立健全平台经济治理体系，明确规则、划清底线、加强监管、规范秩序。党的二十大报告明确提出，要加强和完善现代金融监管，依法将各类金融活动全部纳入监管。2023年中央金融工作会议提出，要统一线上线下同类业务监管标准，加强互联网金融监管。为规范金融产品网络营销活动，保护金融消费者和投资者合法权益，中国人民银行会同工业和信息化部、市场监管总局、金融监管总局、中国证监会、国家知识产权局、国家网信办、国家外汇局联合制定了《办法》。后续，国务院金融管理部门（以下简称金融管理部门）可对各自管理的细分领域金融产品网络营销活动另行明确网络营销监管要求。
二、《办法》的适用范围是什么？
《办法》对金融机构开展金融产品网络营销以及第三方互联网平台接受金融机构委托为金融产品网络营销提供服务的行为进行全面规范。其中，金融机构是指经国务院或金融管理部门批准设立的从事金融业务的机构，地方金融组织由地方金融管理机构参照《办法》规定管理。第三方互联网平台是指非金融机构自营的，为金融产品网络营销提供服务的网站、移动互联网应用程序等；第三方互联网平台为金融产品网络营销提供服务，应当接受金融机构依法委托，符合金融管理部门相关监管要求，不得超出金融机构委托范围。
三、《办法》对于营销资质有哪些规定？
《办法》贯彻落实“依法将各类金融活动全部纳入监管”的要求，规定金融机构及其委托的第三方互联网平台开展金融产品网络营销，必须在金融管理部门许可的业务范围内进行，不得为非法集资、非法证券期货活动、非法吸收存款、非法放贷、虚拟货币发行交易、非法外汇保证金交易、境外机构未经许可面向境内居民提供金融产品服务等非法金融活动提供网络营销服务或便利。第三方互联网平台不得将金融机构委托业务向其他机构转委托或变相转委托，为金融消费者和投资者购买金融产品提供转接渠道的，应当跳转至金融机构自营平台，不得跳转至其他开展金融产品网络营销的第三方互联网平台。
四、《办法》对于营销内容和行为有哪些规定？
《办法》压实金融机构主体责任，要求其对网络营销内容的合法合规性负责，建立审核工作机制。要求第三方互联网平台加强信息披露，便于金融消费者和投资者查询和核实合作金融机构和营销金融产品的基本信息。要求网络营销内容应当使用准确通俗的语言介绍金融产品关键信息，不含有虚假或者引人误解的内容。针对算法推荐、直播营销等新模式，以及强制搭售、骚扰营销、违规使用金融字样等问题，提出相应的规范要求。
按照《办法》要求，贷款产品将不得使用“低门槛”“秒到账”“低利率”等营销话术；支付机构的收银台页面中支付工具必须与贷款等金融产品区隔展示，不得误导用户混淆支付工具与贷款产品；未取得金融、金融信息服务业务资质的机构在其运营的APP和注册商标中不得使用金融字样；非金融机构从业人员不得通过直播、短视频、公众号等形式营销金融产品，特别是以荐股形式开展的非法证券投资咨询。
五、《办法》对于金融机构与第三方互联网平台合作有哪些规定？
《办法》着重厘清金融机构与第三方互联网平台的权责边界，要求金融机构应当确保业务独立、技术安全，加强对合作平台的事前评估和持续管理，要求第三方互联网平台不得违反法律法规、国家金融管理规定介入或变相介入销售合同签订、资金划转、金融消费者和投资者适当性测评、贷款额度测评等金融产品销售环节，不得就金融产品与金融消费者和投资者进行互动咨询，不得与金融机构产生品牌混同，应当以清晰、醒目的方式展示实际提供金融产品的金融机构名称或相关标识。
《办法》定于2026年9月30日起实施，在此之前金融机构、第三方互联网平台应主动加快整改清理与《办法》要求不一致的营销内容和行为。中国人民银行、工业和信息化部、市场监管总局、金融监管总局、中国证监会、国家知识产权局、国家网信办、国家外汇局将依法履职，协同督促指导金融机构、第三方互联网平台落实《办法》要求，查处各类违法违规的金融产品网络营销活动。
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