China’s central bank and seven other departments jointly issued the Financial Product Online Marketing Management Measures, which will take effect on Sept. 30, 2026. The rules seek to clarify the boundary between finance and technology and establish requirements for online promotion rather than prohibit it outright. Financial products promoted through public accounts, livestreams or short videos must be marketed through financial institutions’ own platforms or accounts they legally operate on third-party internet platforms. Marketers must be employees of financial institutions, hold the relevant qualifications and receive authorization, meaning KOLs (key opinion leaders) promoting financial products will need appropriate credentials.