Zhongxin Finance, January 17th (Shi Rui) "You don't manage your money, your money doesn't care about you", "Follow the teacher to achieve financial freedom", various "stock gods", "masters", "Bai Fumei", "Old Master" In the live broadcast room, he recommends stocks to fans through skilled "speaking skills", so as to attract users of the live broadcast room to open accounts and buy stocks through designated channels.
The above behavior was identified as a violation by the China Securities Regulatory Commission as early as 2018, but it has been repeatedly banned.
Recently, Shenzhen Securities Regulatory Bureau released the first issue of "Securities and Futures Institutions Regulatory Newsletter" in 2022, once again announcing the warning of the wind direction of cooperation between securities companies and big V.
The Shenzhen Securities Regulatory Bureau emphasized that Internet "big V" does not belong to the securities brokers engaged in securities brokerage business full-time, and securities companies are not allowed to conduct relevant cooperation with "big V" by means of diversion and account opening.
According to Zhongxin Finance and Economics, the previous cooperation between securities companies and "big Vs" in attracting and opening accounts was mainly based on the account opening link mode, that is, securities companies put account opening links through their own channels of "big Vs", and investors click on the account opening link to go to the securities company. The account opening page is used to open an account.
According to Article 33 of the "Regulations on the Supervision and Administration of Securities Companies", "Securities companies shall not violate regulations by entrusting other units or individuals to conduct customer solicitation, customer service, and product sales activities." Persons with securities business qualifications act as securities brokers and act on their behalf to conduct customer solicitation, customer service and other activities.
Shenzhen Securities Regulatory Bureau also regulates the behavior of securities companies participating in live broadcasts, explicitly prohibits the use of live broadcasts to recommend stocks, and requires the staff of securities companies to make comments through online live broadcasts and other forms. They should maintain an objective and professional attitude, mainly focusing on economic situation analysis and market changes. At the macro level such as situation comments and economic data interpretation; for external partners, securities companies should strengthen the management of organizing comments from outsiders, do a good job of pre-examination, and fully reveal the relationship between securities companies and outsiders.
On the last day of 2021, seven departments including the China Securities Regulatory Commission issued the "Administrative Measures for Online Marketing of Financial Products (Draft for Comment)", which also intends to restrict securities companies' participation in live broadcasts.
The draft for comments clarifies that financial institution practitioners promote and promote financial products through new online channels such as live broadcasts and self-media, and the caliber should be consistent with the online marketing publicity content reviewed by financial institutions.
According to Zhongxin Finance and Economics, the CSRC previously had four requirements for the live broadcast of the staff of securities companies: first, to ensure that the information sources are legal and compliant, and the research methods are professional and prudent; Sexual headlines or terms shall not attract attention by means of costumes, live broadcasts in special places, etc., and shall not blindly follow the trend, hype, blindly follow market hotspots and attract attention; the third is to carefully evaluate the impact of relevant public remarks on the market , consciously maintain the normal order of the market, and prevent inducing and exaggerating extreme emotions; fourth, give full play to professional advantages, guide the market to establish the concept of long-term investment, value investment and rational investment, and promote the stable and healthy development of the market.
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