9月30日，由八部门联合发布的《金融产品网络营销管理办法》正式实施 1。该办法第二条明确，金融机构、第三方互联网平台之外的其他组织或者个人，不得开展或者变相开展金融产品网络营销 1。第十六条规定，营销人员应当为金融机构从业人员，并具备相关业务资格 1。
截至10月23日，易方达、广发、富国、天弘、嘉实等十余家基金公司已在官网公示第三方互联网营销白名单 1。此前，德邦基金因与不具备资质的互联网大V“爱理财的小羊”合作，导致其旗下产品“德邦稳盈增长”在2月初出现单日申购量超百亿元的情况 1。中国证监会对德邦基金作出处罚，暂停受理其公募基金产品注册申请，并追究总经理、督察长等关键人员责任 1。
On September 30, the Administrative Measures for Online Marketing of Financial Products, jointly issued by eight government departments, officially took effect. 1 Article 2 of the regulations explicitly prohibits any organization or individual outside financial institutions and third-party internet platforms from conducting or engaging in online marketing of financial products, including disguised forms. 1 Additionally, Article 16 stipulates that all marketing personnel must be employees of financial institutions and possess relevant business qualifications. 1
The enforcement of these rules follows a significant incident involving Debon Fund earlier this year. 1 In February, Debon Fund collaborated with an unqualified internet influencer known as "Ai Licai de Xiao Yang" (Little Lamb Who Loves Wealth Management), leading to single-day subscriptions for the Debon Steady Growth fund exceeding 10 billion yuan. 1 This surge was followed by substantial losses, prompting the China Securities Regulatory Commission (CSRC) to penalize Debon Fund by suspending the acceptance of its public fund product registration applications and holding key personnel, including the general manager and chief compliance officer, accountable. 1
In response to the new regulatory environment, major asset managers have adjusted their practices. 1 As of October 23, more than ten fund companies, including E Fund, GF Fund, Fullgoal, Tianhong, and Harvest, had published whitelists of approved third-party internet marketing partners on their official websites. 1 Consequently, firms such as E Fund have ceased collaborations with bloggers who do not meet the new compliance standards, marking the end of the era where fund sales relied heavily on "Big V" influencer promotions. 1
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