New Rules for Online Financial Product Marketing Take Effect: Compliance Systems Upgrade Significantly, Influencer Traffic Frozen

On September 30, the 'Administrative Measures for Online Marketing of Financial Products' officially came into effect. This document, jointly issued by eight departments, is seen within the industry as a watershed moment for fund online marketing—it ended the old order and ushered in a reconstruction. On the second working day after implementation, research found that fund companies advanced compliance implementation along three lines simultaneously: internally, through detailed rule formulation, compliance training, and optimization of processes and systems; externally, by publicly disclosing for the first time the list of third-party internet platforms used for marketing; while previously influential figures at traffic entry points, fund companies have completely suspended cooperation with them. As 'wild influencers' can no longer arbitrarily promote products, as third-party internet platforms return from 'sales participants' to 'technology service providers,' and as fund companies must personally undertake all financial service links, public fund online marketing is undergoing profound reconstruction.