China: State Administration for Market Regulation adopted rules on internet platform pricing behaviour including non-discrimination requirement

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. Under Articles 15 and in accordance with the “Regulations for the Implementation of the Consumer Rights Protection Law” and Price Law, platform operators and businesses are prohibited from using data, algorithms, or platform rules to set different prices for the same goods or services for different consumers under identical conditions without their knowledge. This ban applies when the price variation is based on consumer information such as their willingness to pay, ability to pay, or consumption habits. Additionally, platform operators must not engage in price discrimination against businesses operating on their platform. 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 take effect on 10 April 2026, and will remain in force for a period of five years.