Implementation of the Financial Product Online Marketing Management Measures on September 30, KOLs Must Hold Certificates

The "Financial Product Online Marketing Management Measures" will officially come into effect on September 30, 2026. This regulation has been jointly launched by the central bank and eight other ministries, aiming to clarify the boundaries between finance and technology and to standardize the online marketing behavior of financial products. The measures specify that marketing financial products must be conducted through self-operated platforms of financial institutions or legally established third-party internet platforms. Furthermore, marketers must be employees of financial institutions, possess relevant business qualifications, and obtain authorization from the financial institutions. This means that KOLs who wish to promote financial products must hold the necessary certificates.

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