China’s Measures for the Administration of Online Marketing of Financial Products will take effect on September 30, 2026, setting specific rules for the online promotion of financial products rather than imposing a blanket ban. The rules state that financial products marketed through public accounts, livestreams and short videos must be promoted via financial institutions’ own platforms or legally opened accounts on third-party internet platforms. Marketing personnel must be employees of financial institutions, hold relevant business qualifications and receive authorization from the institution, meaning KOLs must be properly licensed before promoting financial products.