China’s Measures for the Administration of Online Marketing of Financial Products come into force on 30 September 2026. Eight regulators issued them in April, led by the People’s Bank of China.
Two provisions matter for anyone sending marketing into China on behalf of a financial institution.
Article 2 restricts online marketing of financial products to licensed financial institutions and the platforms they commission. Nobody else may do it, directly or indirectly.
Article 13 requires every marketing message or call to carry a refuse or unsubscribe option. A refusal blocks further contact by the same method. An email unsubscribe does not stop SMS, and the reverse.
The email obligations are not new. Article 43 of the Advertising Law already requires consent and a refusal route for electronic advertising. The Measures never mention email. The regulators’ own Q&A lists “harassing marketing” among the targets; the enforcement clauses point at SMS and calls.