Chinese regulators have called on online platform companies to strengthen compliance with pricing rules and curb unfair competition as new regulatory guidelines come into force. According to information released by China’s State Council website, authorities are seeking to address price-related misconduct on digital platforms while reinforcing fair competition and consumer protection. The move reflects broader efforts under China’s economic planning framework to standardise market practices and improve regulatory oversight of the digital economy.
Regulators Highlight Pricing Compliance Concerns
The State Administration for Market Regulation, the National Development and Reform Commission, and the Office of the Central Cyberspace Affairs Commission recently convened a meeting with online platform companies to address concerns over pricing practices.
Officials noted that some platforms have displayed problems related to price compliance and competition. Companies were urged to correct misconduct promptly, maintain orderly market practices, and take steps to prevent violations related to pricing strategies.
Authorities emphasised that platforms should assume greater responsibility for ensuring that competition remains fair and transparent, particularly as digital platforms play an increasingly significant role in retail and service markets.
Restrictions On Subsidies And Price Manipulation
Regulators also called for tighter control over subsidy programmes used by platforms to attract users or merchants. Companies were instructed to strictly regulate such practices and avoid engaging in what authorities described as malicious price competition.
Platforms must not exaggerate or misrepresent the scale or intensity of subsidies offered through promotional campaigns. Authorities warned that misleading claims about discounting or subsidies could distort competition and mislead consumers.
In addition, platforms were reminded to respect merchants’ independent rights to set prices. Interference with merchants’ pricing decisions is prohibited under the regulatory guidance.
Consumer Protection And Transparent Pricing
Consumer protection was another key focus of the meeting. Platform companies were urged to avoid charging fees that are not clearly disclosed and to prevent practices such as false promotions, price fraud, or other misleading activities.
Regulators indicated that oversight of price competition will continue to intensify, with greater attention given to preventing so-called “rat race” competition in which aggressive pricing tactics undermine market stability.
New Guidelines Take Effect In April 2026
The regulatory push coincides with the implementation of new guidelines governing online platform pricing practices. The rules were jointly issued by the three authorities in December 2025 and will take effect on 10 April 2026. The guidelines will remain valid for five years.
Strengthening fair competition is also a priority in the outline of China’s 15th Five-Year Plan covering the period from 2026 to 2030. The plan calls for improvements in market regulation, the harmonisation of regulatory standards, and enhanced oversight capabilities to support a market environment characterised by fair pricing, orderly competition, and high-quality development.
