"Measures for the Administration of Online Marketing of Financial Products" Implemented on September 30: KOLs Required to "Hold Certificates to Work"

BlockBeats News, September 7 - According to Caixin, the "Measures for the Management of Online Marketing of Financial Products" jointly issued by the People's Bank of China and eight other ministries will officially take effect on September 30, 2026.

The measures aim to clarify the boundary between finance and technology. They do not completely ban online promotion of financial products but provide specific guidance and regulations for marketing activities, clarifying that marketing financial products via official accounts, livestreams, or short videos must be conducted on financial institutions' self-operated platforms or accounts legally opened by financial institutions on third-party internet platforms.

In addition, marketers must be employees of financial institutions, hold qualifications for relevant business operations, and obtain authorization from the financial institution. This means that KOLs (Key Opinion Leaders, i.e., influencers and major accounts) must be "certified to work" if they want to promote financial products.