China unveils pricing rules to promote fair competition, transparency in platform economy

China has unveiled a comprehensive set of rules to regulate pricing in the fast-growing platform economy, signaling a further shift toward a more rules-based and predictable regulatory framework.

The National Development and Reform Commission, the State Administration for Market Regulation and the Cyberspace Administration of China jointly released the pricing guidelines on Saturday, as policymakers seek to standardize price-related conduct, protect the legitimate rights of consumers and merchants, and promote the innovative and healthy development of the platform economy.?

The document includes seven chapters and 29 articles, setting out compliance requirements for both platform operators and merchants. It seeks to clarify regulatory expectations under existing laws and regulations and provides more explicit guidance on acceptable pricing conduct.?

Following revisions based on feedback from the public, the final version places greater emphasis on regulating pricing behavior, enhancing transparency and strengthening coordination among stakeholders to foster a sound platform ecosystem.?

One key focus is restoring order to price competition. In line with existing laws and regulations, the rules refine and operationalize regulatory requirements to promote a fair market characterized by "quality products at fair prices".?

The rules explicitly prohibit operators from imposing unreasonable restrictions or attaching unjustified conditions on the pricing decisions of merchants on their platforms.?

The rules also reinforce requirements for transparent pricing, mandate greater disclosure of dynamic and differentiated pricing mechanisms, and tighten oversight of services such as password-free payments, automatic renewals and automatic payments, in a bid to better safeguard consumers' right to information and choice.?

The rules will take effect on April 10, 2026, giving operators time to adjust their systems and business practices. During the interim period, regulators will organize major platform operators to conduct self-inspections against each regulatory requirement to ensure compliance ahead of implementation.?

Looking ahead, the NDRC said regulators will enhance inter-agency coordination, expand policy outreach, strengthen market monitoring and assessment, and step up enforcement against price-related violations, in order to ensure the rules are effectively implemented and deliver tangible results.?

Cao Lei, director of the E-Commerce Research Center at the Internet Economy Institute, said the release of the document marks a clear transition in China's platform regulation from "centralized rectification" to "rule-building".?

"Regulation is shifting from after-the-fact enforcement to ex-ante and ongoing guidance," Cao said. "By establishing a clear, stable and predictable legal framework, the rules draw both 'red lines' and 'bottom lines' for platform pricing behavior, aiming to curb disorder at its root and steer the industry away from disorderly expansion toward regulated innovation."