China: State Administration for Market Regulation rules on internet platform pricing behaviour including non-discrimination 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. Under Article 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 will remain in force for five years.