中国人民银行等八部门联合印发的《金融产品网络营销管理办法》于9月30日正式施行1。新规对金融产品的网络营销行为进行了严格规范，涉及营销渠道、宣传话术、支付展示等多个方面。
根据新规，非金融机构从业人员被禁止通过公众号、直播、短视频等渠道营销金融产品1。在宣传用语方面，"低门槛""秒到账"等虚假宣传话术被明确禁用，包括"金融""融资""贷款""借钱"在内的27个金融词汇也不得在营销中使用1。
针对分期产品宣传，新规要求必须说明总利息、年化利率等完整信息，不允许仅强调"首期仅需9.9元"等片面优惠1。在支付页面展示上，花呗、白条等信贷产品必须与银行卡、零钱等支付工具分开展示，并标明"信贷"标识1。
China's central bank and seven other government agencies have jointly implemented the Administrative Measures for Online Marketing of Financial Products, which came into force on September 30, 2024.1 The new regulations impose strict restrictions on how financial products are promoted online, fundamentally changing the landscape of digital lending marketing.
The measures prohibit non-financial institutions and their employees from marketing financial products through public accounts, live streaming, short video platforms, and similar channels.1 Additionally, the regulations ban misleading promotional language commonly used in the industry, including phrases such as "low threshold," "instant approval," and "low interest rate."1 Financial institutions are also restricted from using 27 specific financial terms in their advertising, including words like "finance," "financing," "loan," and "borrow money."1
When promoting installment plans, companies must now disclose complete information including total interest costs and annualized interest rates, rather than merely highlighting offers such as "just 9.9 yuan for the first payment."1 Furthermore, credit products such as Huabei and Baitiao must be displayed separately from actual payment tools like bank cards and digital wallets on payment pages, with a clear "credit" label distinguishing them from regular payment options.1
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