中国人民银行等8部门制定的《金融产品网络营销管理办法》于9月30日起正式实施,旨在规范网络金融营销行为,禁止使用‘低门槛”“秒到账”“低利率”等误导性话术,要求持牌经营和合规委托,推动行业从‘流量为王’转向‘合规为基、服务为本’的发展模式。
AI-generated summary
近年来,互联网成为金融产品营销重要渠道,提高了服务效率和覆盖面,但部分平台存在虚假和误导宣传、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等问题。
认清网络金融营销这些坑(有问有答)
“保本高收益,稳赚不赔”“秒到账、低利率”……近年来,互联网逐渐成为金融产品营销的重要渠道,提高了金融服务效率和覆盖面,但部分平台也存在一些风险问题,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等。
9月30日起,中国人民银行等8部门制定的《金融产品网络营销管理办法》(以下简称《办法》)正式实施。《办法》对于规范金融产品网络营销有怎样的作用?又将给行业发展带来哪些影响?
曾经在一些网络平台上,虚假与误导宣传是最常见的顽疾之一,部分机构用“低门槛”“秒到账”“低利率”等夸张话术包装贷款产品,刻意隐瞒综合费率、逾期罚息等关键信息,理财营销片面强调高收益,弱化风险提示,让投资者产生“稳赚不赔”的错误认知。
《办法》贯彻落实“依法将各类金融活动全部纳入监管”的要求,对网络营销内容和行为做出了进一步规范。
按照《办法》要求,贷款产品不得使用“低门槛”“秒到账”“低利率”等营销话术;非银行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涉金融属性字样;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。
“《办法》强调‘持牌经营、合规委托’,将推动行业从‘流量为王’转向‘合规为基、服务为本’的可持续发展模式。”招联首席经济学家董希淼认为,根据《办法》,在支付领域,非银行支付机构不得将贷款等金融产品列入支付工具选项,花呗、白条、月付等“信用支付”类产品面临重大调整;在基金营销领域,明确“机构持牌、人员持证”要求,无资质机构、财经大V通过直播、短视频等渠道开展金融营销的模式受到严格约束;在保险领域,“机构担责+人证合一+可回溯”成为网络营销的最终走向,短视频、直播卖保险中的违规账号将被有序清退。
近期,部分互联网平台企业和金融机构已开始排查整治。腾讯开展金融广告全域排查,重点检查变相金融营销、披露不全、用语违规、无资质营销4类问题;光大银行为用户提供独立、便捷的“个性化推荐开关”,用户可一键开启或关闭。腾讯公司相关负责人表示,《办法》的出台,为金融产品网络营销活动提供了清晰的合规指引,长期看有利于行业的健康有序发展。
本报记者 吴秋余
《人民日报》(2026年10月13日 第 08 版)
AI outlook — possibilities, not facts
非银行支付机构将调整其产品展示方式,将贷款等金融产品从支付工具选项中移除。
Very likely · Within weeks
无资质机构和财经大V通过直播、短视频等渠道进行金融营销的行为将被严格约束。
Very likely · Within months

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