China: State Administration for Market Regulation rules on internet platform pricing behaviour including fair marketing and advertising practice requirement 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. Platform operators and businesses must clearly display all prices for goods and services. This includes listing item names, prices, units, and all related charges, such as delivery fees. Rules for different prices based on transaction conditions or for dynamic pricing must be publicly disclosed. Prices for any optional ancillary services must be shown separately. All promotional and subsidy rules, including time periods and discount calculations, must be clearly communicated. Estimated prices require a clear explanation of their composition and how they may differ from the final price. Paid search rankings must be identified as advertisements. Both platform operators and businesses on the platform are prohibited from fabricating information to raise prices, such as false claims of shortages. They must not use deceptive tactics like bait-and-switch pricing, false discounts, or misleading comparisons. They cannot hide unfavourable price conditions, alter transaction records, or refuse agreed-upon discounts. Platforms must not show lower prices on a homepage than on a product page or enforce misleading price displays on businesses. A platform’s long-term free business model may be exempt from this rule if it promotes innovation and improves welfare. Interpretive authority primarily rests with the NDRC, SAMR, and CAC. The regulations will remain in force for five years.