WeChat has a big move again!These marketing behaviors are prohibited!

On July 13, the WeChat Public Platform Operation Center issued the "Specifications for WeChat Public Platforms on Financial Violation Marketing Contents". The details are as follows:

The WeChat public platform has been committed to providing users with a green and healthy network ecological environment, and resolutely combat illegal acts in the platform. In order to protect the legitimate rights and interests of financial consumers and prevent and control financial marketing activities, in accordance with the relevant provisions of the "Implementation Measures for the Protection of the Rights and Integas of the People's Bank of China" and "Notice on Further Regulating the Propaganda Actions of Financial Marketing", the following financial finance is formulated. Rules of illegal marketing content governance rules.

1. Forbidden financial fraud marketing publicity

● In the content published by WeChat public accounts, high -yield wealth management fraud content is prohibited, such as promoting abnormal high -return wealth management products or diversion fraud projects. Among them, the "diversion fraud project" is usually manifested as not clearly daily or annualized income, but through suspicious guidance content, users have induced users to add personal WeChat or external chain to promote high -yield wealth management products.

Case:

● In the content of the WeChat public account, it is forbidden to compensate for shares of fraud: under the name of paid recommendations, they engage in deception users to follow the guests to buy stocks.

● In the content published by WeChat public accounts, other new concepts are prohibited from fraud, such as publicity in the name of sharing economy, the Internet of Things, and virtual currency, which can be rich and exaggerated, which can easily lead to users' losses.

2. Forbidden financial unreal marketing publicity

The content published by WeChat public account shall not include (including but not limited to) the following exaggerated/false financial marketing publicity, and the content that is easy to cause users to misunderstand: the content is clear or implied to the future effect, income or related situation of financial products or services Guarantee commitment, such as explicit or implies capital protection, risk -free or income (except for the state's other regulations, such as national debt).

Case:

3. Prohibit financial misleading marketing publicity

In the content of the WeChat public account, it is not allowed to use the financial management department or local financial regulatory authorities of the State Council or local financial regulatory departments to review or filing procedures for financial services or financial services as promotional gimmicks. It is misleading consumers believe that the financial product or service is guaranteed.

Case:

Fourth, prohibit financial unsuccessful marketing propaganda

If the public account name setting link, if the name filled in the application subject contains financial business or service -related keywords such as banks, insurance, funds, securities, borrowing, public offering, etc. Propaganda qualifications provide materials that can prove legal business qualifications, such as business licenses, filing documents, industry self -discipline qualifications, etc., such as financial products or financial services related to financial services, otherwise these names shall not be registered.

Source: WeChat Public Platform Operation Center

Edit: Li Xiaotian ｜ Review: Situ roll

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