Breaking news, the era of "indiscriminate advertising" for loan intermediaries is coming to an end.

Have you noticed that loan intermediaries have all gone quiet collectively in recent days!

Previously, they posted dozens of loan ads on Moments every day, but now they are deleting Moments posts, disbanding customer groups, changing WeChat names, and trying their best to reduce their presence.

The root cause of all this is the *Administrative Measures for the Online Marketing of Financial Products*, jointly issued by eight departments including the People's Bank of China, the National Administration of Financial Regulation, and the State Administration for Market Regulation.

The Measures were released on April 21, and almost no one noticed them at that time. But as the official implementation date of September 30 is getting closer and closer, the topic "Loan intermediaries collectively delete Moments posts" immediately became a hot search on Weibo.

But this time, it's really not as simple as deleting a few Moments posts.

It is by no means a simple industry rectification, but a shift in the entire development logic of digital finance.

The core of the new regulations: ordinary people only need to understand these 5 points

The targets of this regulatory crackdown are very specific. They are not a certain professional group, but the illegal customer acquisition methods that have been common in the past few years.

First, unlicensed marketing

This is the most core and fatal clause.

The new regulations clearly stipulate that in addition to formal licensed financial institutions and compliant third-party internet platforms, all individuals, ordinary studios, and unqualified intermediaries are prohibited from publishing or publishing loan advertisements in disguised forms.

In short, the loan intermediary drainage business that everyone could do in the past has completely lost its qualification now.

In terms of online marketing channels, the Measures clearly put forward:

Those who market financial products through official accounts, live broadcasts, and short videos shall conduct such activities on the self-operated platforms of financial institutions or the legally established accounts opened by financial institutions on third-party internet platforms. Marketing personnel shall be employees of financial institutions, have the qualifications to engage in relevant businesses, and obtain the authorization and consent of the financial institutions.

Non-financial institution employees shall not market financial products through live broadcasts, short videos, official accounts and other forms.

That is to say, posting loan copy in personal Moments, hanging loan drainage links in short videos, and promoting loan products in communities are all violations of regulations.

This is also the core reason why a large number of intermediaries have emptied their Moments and shut down marketing accounts recently.

A practitioner engaged in loan assistance business in Shenzhen told the media that her WeChat name previously contained the words "professional bank loan". After modifying it three times within three days, it still did not meet the requirements, and finally she set her Moments to "only visible for the last month".

She said frankly, "It's really too difficult to do this business this year". Many peers around her have been interviewed, and many people have chosen to suspend their business.

Second, misleading scripts

In the future, loan marketing can no longer play word games.

The new regulations make it clear that inductive terms such as "low risk", "low threshold", "instant arrival", "high return", "low interest rate" and "zero cost" shall not be used.

In the past, marketing scripts such as "no mortgage, instant arrival" and "loan available without checking credit investigation" were actually the common "edge ball" tricks used by many intermediaries.

For example, "no mortgage, instant arrival" actually means using your mobile phone to borrow online loans; if you have problems with your credit investigation, they will use the identity of your family to apply for the loan.

This kind of publicity is completely "inconsistent with the actual service provided".

But in the future, scripts commonly seen in loan intermediaries' Moments in the past, such as "loans available for people with bad credit", "instant approval and instant disbursement", "interest rate as low as" and "no fees at all", are all non-compliant content.

Third, multi-layer transfer

The most harmful part of the loan industry in the past is multi-layer entrusted transfer and multi-layer diversion.

As a result, a single loan demand will be resold layer by layer, and user information will be leaked repeatedly, leading to users receiving dozens of loan promotion calls every day, which is extremely disturbing.

Now the new regulations propose that third-party platforms shall not entrust the entrusted business to other institutions or carry out disguised entrusted transfer; if it is really necessary to provide a transfer channel, it must jump to the self-operated platform of the financial institution, and prominent reminders and mandatory reading time shall be set before entering the purchase link.

In this way, the chaos of user information leakage and multi-layer price increase can be eliminated from the source.

Fourth, unconscious borrowing

In the payment checkout page, payment tools must be displayed separately from loan products, so that users will not confuse "spending their own money" and "borrowing money to spend".

Fifth, abuse of data and algorithms

It is not allowed to set algorithm models that induce excessive consumption; when sending marketing information or making marketing calls, options for rejection and unsubscription must be provided; the authorization and consent of customers must be obtained before calling their information and data.

Why do we say this is not just an industry rectification, but a shift in the entire development logic of digital finance?

In the past, the industry competed for traffic and exposure. Whoever had more advertisements and more tricks could get more customers. Over time, it formed the effect of "bad money drives out good money", and institutions operating in compliance were at a disadvantage in the traffic competition.

With the implementation of the new regulations, the induction scripts are clearly prohibited, the payment page is required to display payment tools and credit products separately, algorithm recommendation behaviors are regulated, and unqualified marketing is severely cracked down. Essentially, it shifts the core of competition from "traffic competition" to "competition of product and service quality".

3 principles to remember for future loan applications

First of all, let's understand how much impact this new regulation has on the industry?

According to the 2026 Q2 performance report, the business scale of 7 listed loan assistance companies including Qifu Technology, Xiaoying Technology, Jiayin Technology, Lexin, Xinye Technology, VCredit and Lufax has almost shrunk in an all-round way, and the profit decline is far greater than the revenue decline. The original profit model is being systematically re-evaluated.

This shows that after the implementation of the new regulations, the loan industry will be completely standardized, and the era of brutal growth has come to a complete end.

However, you should also remember these 3 principles when applying for loans in the future:

First of all, you must carefully avoid any active loan promotion in private Moments or short videos.

Nowadays, unlicensed personal loan marketing is a violation of regulations. Such promotions are basically from non-compliant channels with extremely high risks.

Secondly, any claim of "low interest instant approval, no credit check, zero fee" is 100% a trick.

Formal loans will definitely check your qualification, credit investigation and follow compliant procedures. There is no such thing as unconditional loan disbursement.

Finally, all loans must be obtained from licensed financial institutions, and you must check the comprehensive annualized cost of all fees.

Don't just look at the nominal interest rate. Be sure to confirm all service fees, handling fees and other charges, check the real comprehensive financing cost before deciding whether to apply for the loan.

Final Remarks

In fact, this new regulatory policy is not to suppress the industry, but to purify the market, discard the dross and select the essence, so that the loan industry can say goodbye to chaos and return to the essence of service.

For ordinary people like us, this is also a great thing.

In the future, we will no longer be chased and blocked by loan advertisements in various life scenarios, nor will we be confused by scripts like "daily interest of a few cents".

In the future, financial marketing will only become more and more standardized, with fewer and fewer tricks, which is exactly the financial environment ordinary consumers need most.

This article is from the WeChat Official Account "Xiaofang Talks About Workplace" (ID: XF-SZC), the author is Xiaofang Talks About Finance, and it is published by 36Kr with authorization.