China mandates new rules targeting platform pricing and behavioral tracking compliance
China has introduced sweeping new rules to regulate pricing on internet platforms. Three government agencies jointly issued the measures on December 9, 2025, targeting unfair practices in digital marketplaces. The framework aims to protect consumers and merchants while addressing algorithmic discrimination and price manipulation.
The regulations cover a wide range of activities, from price-setting authority to fee structures and consumer protections. They apply to all online transactions within China, including the sale of goods and services through digital platforms. Implementation begins on April 10, 2026, with a five-year validity period extending to April 10, 2031.
Under the new rules, platform operators must follow fairness principles when charging merchants. They are also required to establish clear price indication systems and strengthen internal compliance. The framework explicitly bans deceptive practices, such as falsely claiming government-guided pricing or using misleading discounts and price comparisons. Article 15 of the regulations prohibits price discrimination based on personal data analysis. Operators cannot use algorithms to unfairly adjust prices for individual users. Additionally, platforms are barred from forcing merchants into below-cost pricing schemes through their own rules. The measures also prevent operators from discriminating against merchants on their platforms. To enforce compliance, the regulations mandate that platforms build self-discipline mechanisms. This includes setting up systems to monitor and manage pricing behaviour in line with the new rules.
The new pricing rules will take effect in April 2026 and remain in force until 2031. They impose strict requirements on digital platforms, covering everything from algorithmic fairness to transparent fee structures. Operators must now adapt their systems to avoid penalties under the updated framework.
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