On 10 april 2026, the rules on price conduct for internet platforms, issued jointly by the national commission for development and development, the directorate-general for market supervision and the office of the national network, were officially implemented nationwide for a period of five years. This is the first systematic regulation of the price behaviour of internet platforms in our country, with chapter 7, article 29, covering all online consumer scenes such as electricians, out-of-pockets, internet vehicles, hotels, online membership and live live delivery. The core of the new rules directly strikes two long-suffering points of concern to consumers: first, big data “cooking” and second, hidden deductions and automatic renewals. In the past, the platform has been in a long-standing regulatory ambiguity, where consumers have difficulty defending their rights and proving evidence, using algorithms such as "seeing the dish" , older users with higher prices, members' silent automatic deductions, and the elimination of the hidden path layers。
The new rules now clearly define the legal red line, classifying “discretionary deductions” at “unlike prices” as illegal, from pricing rules, fee-fixing processes, algorithm regulation, to a full chain of punitive standards, to a genuine return of consumer rights to the right to know, to choose and to equity to every user. Based on official documents, authoritative interpretations and the latest landing rules, the new core content, elements of consumer protection, standards of penalties for non-compliance and avenues for defence are comprehensively analysed in objective, realistic and understandable terms, so that everyone can understand and use this policy to protect every consumption。
I. New rule context: long-term contribution destruction, ending strengthening
Big data “killing”: pervasive invisible injustice
Over the years, big data “killing” has long become an open “sub-rule” for internet platforms, covering almost all online consumption scenarios。
- when the internet was purchased, the older users viewed a number of items with a quiet increase in prices and a lower price for the new account; apple phone users received dozens of dollars more than those in anjo。
- hotels, airline tickets, members ' accounts at a higher price than non-members, and users who travel frequently are more expensive。
- carjacking, handouts, higher distribution fees for older users, fewer coupons and more severe reductions for new users。
- members'services such as video, music, webpads, for which the old user will continue at a higher cost than the new user, and for which the automatic renewal will not be available。
The essence of these actions is that the platform uses user consumption data, equipment information, capacity to pay, historical orders, etc., to discriminate prices through algorithms, at higher cost to more loyal users and in serious violation of fair trade principles. For a long time, however, there was no clear regulation defining “killing”, and even when consumers felt trapped, it was difficult to prove, defend their rights and bear them silently。
Hiding deductions and automatic renewals: inexorable “breed thief”
More offensive to consumers than “killing”, are the various kinds of hidden deductions, forced automatic renewals。
- when opening a member, the default ticking automatic renewal fee is hidden in the corner, and the user is systematically withheld without notice。
- the withdrawal of funds from the account without warning, without notice, and many did not find the deduction for months until the billing reminder。
- the elimination of the layer of the entrance layer of the renewal fee, which is hidden after the level iii and level iv menus, even requires the jumpover of external pages and the contact of artificial passenger uniforms, which is cumbersome enough to cause abandonment。
- part of the platform has a “hegemonic clause”, which unloads the app, cancels the account and does not stop the automatic renewal fee and continues to be withheld。
According to the previous research data of the directorate-general of market supervision, throughout 2025 alone, the number of complaints about automatic renewal of platform fees and hidden deductions was over 1. 2 million nationwide, accounting for 35 per cent of all online consumption complaints, one of the most dissatisfied and complaints by consumers。
3. New regulations: state action to fill regulatory gaps
It was on the basis of mass consumption pains and the need to defend rights that the three departments jointly developed the rules for price conduct on internet platforms, which were published for consultation in august 2025 and refined after several changes, and were finally published in december 2025 and enforced on 10 april 2026. The new regulation is not an initiative document, but a sectoral regulation with legal force, which is based on a number of superior laws such as the consumer protection act and the personal information protection act. It is highly authoritative, mandatory and enforceable. There is only one core objective: to regulate platform price behaviour, to prohibit price fraud and the concealment of deductions, to guarantee equitable consumption by consumers and to understand consumption。
Ii. New core i: total prohibition of big data “killing” and equity in the same principles
Officially defined: satisfaction of three points is unlawful “killing”
For the first time, article 15 of the new regulation clearly defines big data as “killing”, at the legal level, and meets the following conditions:
- the same goods or services: the same goods, the same type of hotel, the same type of taxi, the same type of service with members and the same type of food for sale。
- equal terms of dealing: same time, same distribution address, same membership level, same mode of payment, same distribution period。
- uninformed differences in prices: the platform uses algorithms to set different prices quietly on the basis of data such as user consumption habits, capacity to pay, equipment models, geographic location, etc., and does not publicly inform the reasons for the differences。
In simple terms: the same goods, at the same time and under the same conditions, have to be priced at the same price, which is the “triple principle” established by the new regulations and the core criterion for judging whether the platform is not in compliance。
Explicitly prohibited “killing”, full coverage
The new regulations explicitly prohibit all forms of big data “killing” to cover all online consumer scenes on a daily basis:
- prohibition of the price of older users over the price of new users and the price of members over non-members。
- it is prohibited to set differential prices based on mobile phone models (element/andre), type of equipment, network environment。
- prohibition of price increases based on user consumption frequency, historical orders, browsing records, ability to pay。
- it is prohibited to use algorithms for dynamic pricing and to invisibility of high-frequency and high-consumption users。
- prohibition of price discrimination under the name of “personalized pricing” “exclusive preferences”。
3. Algorithmic regulation hard requirements: interpretable, verifiable, retroactive
In order to prevent the platform from avoiding regulation by using the "black box" of algorithms, the new regulations impose three rigid requirements:
- platform pricing algorithms must be documented, with core pricing parameters, weights, rules all retroactive and auditable。
- price differentials must be interpretable and verifiable, and the platform must be proactive in providing a legitimate and reasonable basis for finding a violation if the price is different and cannot be proved。
- individualized recommendations and price adjustments must be accompanied by simultaneous disclosure of the basis and a user exit path。
This means that the platform can no longer use “technology neutrality” as an excuse for “auto-generated” algorithms, which must be subject to legal regulation and transparent to consumers。
Iii. New core ii: tightening hidden deductions, automatic renewal of full process norms
Automatic continuation costs: “two significant” standard, departure from invisible circuits
New regulation 20 provides for the strictest and most detailed regulation of hidden deductions, automatic renewals, and establishes the “informed-consent-controllable” total closed circle management:
- opening must be done by means of a voluntary selection: the default selection of automatic renewal fees is prohibited, and all renewal agreements must be confirmed by the user on a case-by-case basis and must not induce or mislead the selection。
- the cancellation of the entry must be significant: the cancellation button must be placed on the front of the account page, with the same visibility as the opening of the entry, and the one-key cancellation must be achieved, with no multilayered menus, no jumps to external pages and no manual clearance thresholds。
- there must be two reminders before the deduction: within 72 hours of each automatic deduction, the non-repealable reminder must be sent through the app bullet window + text message dual channel, specifying the amount of the deduction, the time, the content of the service, the manner of cancellation。
- dismantling or cancellation: the user unloads the app, cancels the account number and the automatic renewal fee must immediately be terminated without further deduction。
2. Hiding deductions, uncoded prices: total prohibition
Article 7 of the new regulation explicitly requires that the platform should have a clearly defined price and that all costs (commodity price, distribution fee, service fee, handling fee, etc.) must be clearly stated and that no unindicated cost should be added to the bid。
- the prohibition of “low-priced inducement, high-priced settlement” and the need for the page price to be consistent with the actual payment price。
- it is prohibited to hide the distribution, packing and service costs, and all charges must be specified on a case-by-case basis。
- to prohibit price fraud such as “price increases before preference” “false full discounts” “false original prices”。
3. Free payment: severe restrictions and protection against withholding
The new regulation also regulates free payment:
- unclassified payments must be opened by the user's own initiative and the default opening is forbidden。
- a single, single-day cumulative limit must be clearly communicated and the user can adjust it autonomously。
- unusual payments and alien payments must be verified twice to prevent the accounts from being swiped and withheld。
Iv. Penalties for non-compliance: a maximum penalty of 5 million, with the platform afraid to repeat the offence
The new regulations clearly define strict penalties and radically change the past situation of “low-cost violations and high-cost advocacy”:
- general violations: orders to amend the time limit, confiscation of the proceeds of an offence and a fine not exceeding five times the proceeds of an offence。
- in serious cases (repeated violations, refusal to amend, large sums involved and adverse effects): a fine of between $500,000 and $5 million may be imposed, and the operation may be suspended and the operation may be suspended until the relevant qualifications have been revoked。
- accountability of the person in charge: a fine of between $10,000 and $100,000 shall be imposed on the person in charge and other persons responsible。
- the burden of proof is reversed: consumers complain about “killing” or the concealment of deductions, the platform certifies itself to be innocent and the platform is unable to provide a legal basis for finding violations directly。
This is currently the highest penalty for platform price violations in the country, with a 5 million fine sufficient to deter any platform from touching the red line easily。
V. Consumer protection: four rights, full chain guardian
1. Right to fair trade: equal value without discrimination
Regardless of the old and new users, non-members, apple andres, the same commodity is priced at the same price and the platform is not treated differently。
2. Right to know: transparency and openness in all consumption information
- the composition of the price, the items to be charged, the preferential rules, the renewal clauses are all clearly stated。
- the deduction must be preceded by an early reminder that the path to cancellation is clear。
- price algorithms, pricing bases are searchable and interpretable。
3. Autonomy: opening, renewal, elimination of full autonomy
- automatic renewal and non-confidential payments must be agreed upon at their own initiative, and acquiescence and enforcement are prohibited。
- cancel the one-key operation, effective immediately, without hindrance。
- free withdrawal and full refund without consent to platform rules or price adjustments。
4. Right of access to justice: access to evidence
- in the event of a “cooked” or hidden charge, restitution of the overcharge and compensation for loss may be required。
- the burden of proof is on the platform and it is easier to defend rights by filing a complaint with the market regulator。
- the new rules are the most powerful legal basis for the platform's refusal to amend or compensate it for legal action。
Vi. New grounding: full overhaul of major platforms, effective 10 april
By april 10, 2026, the new regulations had been put into effect, and all mainstream platforms in the country had been self-corrected:
- electricians, out-of-pockets, internet vehicles, hotel platforms: unified price system, elimination of differential prices for new and old users, equipment and “triple equivalent”。
- members ' platforms such as video, music, webpads: eliminate the default automatic renewal fee, remove the entrance to the front of the front page and double a reminder 72 hours before the deduction。
- all platforms: improve the coded pricing, publicize the rules for charging fees, and establish a mechanism for filing and plastering price algorithms。
The superintendence of markets has simultaneously launched special enforcement inspections to “zero tolerance” of non-compliance platforms and has discovered that together, together and openly, it ensures that 100 per cent of the new rules are landed。
Consumers' practical guide: understanding, useing, protecting rights
1. Daily consumption: keep 3 points in mind and avoid all pits
- pre-requisite checks: multi-account and multi-equipment comparisons for the same commodity, confirming the same price。
- operation services: there is a strong determination not to acquiesce in the ticking of automatic renewal fees and to see all provisions for confirmation。
- deductions: attention is paid to the app windows and text messages, and the undisclosed deductions are immediately cancelled and a refund is requested。
2. Infringements: four steps in rights protection and efficient resolution
1. Preservation of evidence: showing price pages, order records, withholding text messages, chat records。
2. Search for the platform first: contact the client service, request the refund of the charge, compensate for the loss, and make clear that the new regulations have been violated。
3. Denied by the platform: call 12315 or through the 12315 platform, a network of local market regulators。
4. No result of the complaint: bringing the case before the courts, the new provisions are clear and the success rate is extremely high。
3. Common error zone clarification
- mistake 1: does platform “new user discount” count as “killing”
Correct: not counting. First-rate preferences for new users are normal marketing, with only first-time purchases; but old users repurchase, new users repurchase, must have the same price。
- wrong zone 2: is the exclusive price of membership higher than that of a non-member
Correct: illegal. Member fees should be paid at a better price, and higher than non-member prices are discriminatory and illegal。
- mistake 3: can the deduction be refunded after the automatic renewal is cancelled
Correct: yes. Failure to provide services and violation of automatic deductions may result in a full refund; the portion of services provided is converted to actual usage。
Viii. New normal implications: reform of digital efficiential equality and protection of all rights
The fall of the internet platform price conduct rules is not only a regulatory policy but also a milestone in digital consumption equity。
- to consumers: from this point on, leave the “kill-to-kill” formula, hide the deductions, and every consumption is fair, transparent and secure。
- to the platform: to move from a “calculative to a “carrying” to a “competence of quality, services” to a healthy economic development of the platform。
- for the market: to re-establish the “childless, fair trade” commercial base, so as to make the digital economy more warm and orderly。
In the past, the platform had the advantage of data and algorithms, and consumers were vulnerable; today, the state had a legal balance between the two positions, giving back rights to users and returning consumption to its essence — parity, fair and equitable。
Concluding remarks
As of 10 april, large data “killed” and hidden deductions were no longer the “privileged” of the platform, but were clear violations. This new regulation, which covers everyone, each online consumption, is the “equitable umbrella” that the state gives to all consumers。
As consumers, we have to be aware of our rights and have a policy of self-determination: more attention to daily consumption, protection of rights in the event of violations, non-convincing rumours and official information. When everyone takes the initiative to defend their rights, the platform will be truly respectful of rules and respect for users, and the digital consumption environment will become cleaner and fairer。
In the future, as regulation continues to deepen and the platform is fully compliant, online consumption will truly achieve “clear consumption, security payments,” and everyone will be able to share the dividends of digital economic development, without fear of being manipulated, and hidden。
