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

On 10 April 2026, the rules on internet platform pricing behaviour issued by the State Administration for Market Regulation (SAMR), the National Development and Reform Commission (NDRC), and the Cyberspace Administration of China (CAC) come into force. 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. In particular, 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 significant changes must undergo a public consultation period soliciting input from platform businesses. Businesses must be allowed 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. Operators may not force businesses into such below-cost sales. Platforms offering long-term free services may be exempt if the model promotes innovation and welfare. Interpretation of the rules rests primarily with the NDRC, SAMR, and CAC. The regulations will remain in effect for five years.