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Back"Low threshold", "Second payment", "Low interest rate"... Recognize the pitfalls of online financial marketing
"Low threshold", "Second payment", "Low interest rate"... Recognize the pitfalls of online financial marketing
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中国新闻网59 minutes agoBusiness3 min readChinaView original

"Low threshold", "Second payment", "Low interest rate"... Recognize the pitfalls of online financial marketing

Measures for the Administration of Online Marketing of Financial ProductsPeople's Bank of ChinaInternet financial marketing

Quick Look

  • The "Measures for the Administration of Online Marketing of Financial Products" formulated by eight departments including the People's Bank of China has been officially implemented on September 30.
  • It aims to standardize online financial marketing behavior, prohibit the use of misleading words such as "low threshold", "second payment" and "low interest rate", require licensed operations and compliance entrustment, and promote the industry's shift from "traffic is king" to a "compliance-based, service-oriented" development model.

AI-generated summary

Why It Matters

In recent years, the Internet has become an important channel for the marketing of financial products, improving service efficiency and coverage. However, some platforms have problems such as false and misleading propaganda, suspected monopoly and disorderly competition in marketing practices, and violations of social order and good customs.

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Recognize the pitfalls of online financial marketing (questions and answers)

"Guaranteed capital, high returns, steady profits without loss", "instant payment, low interest rates"... In recent years, the Internet has gradually become an important channel for financial product marketing, improving the efficiency and coverage of financial services. However, some platforms also have some risk problems, such as false and misleading publicity, marketing behaviors suspected of monopoly and disorderly competition, and marketing content that violates social order and good customs.

Starting from September 30, the "Measures for the Administration of Online Marketing of Financial Products" (hereinafter referred to as the "Measures") formulated by eight departments including the People's Bank of China will be officially implemented. What role does the "Measures" play in regulating online marketing of financial products? What impact will it have on the development of the industry?

In the past, false and misleading publicity was one of the most common problems on some online platforms. Some institutions packaged loan products with exaggerated words such as "low threshold," "instant payment," and "low interest rate," and deliberately concealed key information such as comprehensive rates and overdue penalties. Financial marketing one-sidedly emphasized high returns and weakened risk warnings, giving investors the wrong perception of "guaranteed profits without loss."

The "Measures" implement the requirement of "bringing all types of financial activities under supervision in accordance with the law" and further regulate the content and behavior of online marketing.

In accordance with the requirements of the "Measures", loan products must not use marketing phrases such as "low threshold", "instant payment" and "low interest rate"; payment tools must be displayed separately from loans and other financial products on the cashier page of non-bank payment institutions, and users must not be misled into confusing payment tools and loan products; no funds have been obtained. Institutions with financial and financial information service business qualifications are not allowed to use financial-related words in the apps and registered trademarks they operate; employees of non-financial institutions are not allowed to market financial products through live broadcasts, short videos, public accounts, etc., especially illegal securities investment consultation in the form of stock recommendations.

"The "Measures" emphasize 'licensed operation and compliance entrustment' and will promote the industry's shift from 'traffic is king' to a 'compliance-based, service-oriented' sustainable development model." Dong Ximiao, chief economist of China Merchants Union, believes that according to the "Measures", in the field of payment, non-bank payment institutions are not allowed to include loans and other financial products as payment tool options. "Credit payment" products such as Huabei, Baitiao, and monthly payments are not allowed. Products are facing major adjustments; in the field of fund marketing, the requirement of "institutions holding licenses and personnel holding certificates" is clarified, and the financial marketing models of unqualified institutions and financial influencers through live broadcasts, short videos and other channels are strictly restricted; in the insurance field, "organization responsibility + integration of witnesses and witnesses + traceability" has become the ultimate trend of online marketing, and illegal accounts selling insurance through short videos and live broadcasts will be cleared in an orderly manner.

Recently, some Internet platform companies and financial institutions have begun investigation and rectification. Tencent conducts a comprehensive investigation of financial advertising, focusing on four types of problems: disguised financial marketing, incomplete disclosure, illegal language, and unqualified marketing; China Everbright Bank provides users with an independent and convenient "personalized recommendation switch" that users can turn on or off with one click. The relevant person in charge of Tencent said that the promulgation of the "Measures" provides clear compliance guidelines for online marketing activities of financial products, which will be conducive to the healthy and orderly development of the industry in the long run.

Our reporter Wu Qiuyu

"People's Daily" (Page 08, October 13, 2026)

What to Watch

AI outlook — possibilities, not facts

  • Non-bank payment institutions will adjust the way they display their products and remove financial products such as loans from payment instrument options.

    Very likely · Within weeks

  • The conduct of financial marketing by unqualified institutions and financial influencers through live broadcasts, short videos and other channels will be strictly restricted.

    Very likely · Within months

Open Questions

  • How will violations be punished in actual implementation of the Measures?
  • After the adjustment of non-bank payment institutions, how will the specific forms of Huabei, Baitiao and other products change?
  • Will unqualified institutions and financial influencers completely withdraw from the field of online financial marketing?

Related Topics

Measures for the Administration of Online Marketing of Financial Products
PeopleDong XimiaoWu Qiuyu
OrganizationsPeople's Bank of ChinaChina Merchants UnionTencentChina Everbright Bank
PlacesChina
TopicsPeople's Bank of ChinaInternet financial marketingFalse propagandamisleading rhetoricLicensed operationCompliance delegation
This article was originally published by 中国新闻网.

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