China: State Administration for Market Regulation adopted rules on internet platform pricing behaviour including unilateral conduct regulation

On 9 December 2025, the National Development and Reform Commission (NDRC), the State Administration for Market Regulation (SAMR), and the Cyberspace Administration of China (CAC) issued rules on internet platform pricing behaviour. The regulations prohibit platform operators from using measures such as fee increases or traffic restrictions to impose unreasonable conditions on businesses operating on their platforms. Specifically, operators may not require businesses to lower prices or offer discounts, limit prices to match other sales channels, or mandate the use of automated price-tracking systems. Platform operators must set and adjust fees fairly and transparently, and any significant changes must undergo a public consultation period seeking input from platform businesses. Businesses must have the option to leave the platform if they do not accept the changes. Both platform operators and businesses are prohibited from selling below cost to eliminate competition, with certain exceptions for items such as fresh or seasonal goods. Platform operators are not allowed to compel businesses to engage in below-cost sales. A platform offering long-term free services may be exempt from this rule if it demonstrably promotes innovation and welfare. Interpretation of the regulations primarily rests with the NDRC, SAMR, and CAC. The rules take effect on 10 April 2026 and will remain in force for five years.