Review №40 of Chinese Antitrust News from the Experts of the BRICS Competition Centre
- Guidelines on Improving the Quality of Goods and Services on Marketplaces
- Guidelines on the Review of Non-Horizontal M&A
- Xi Jinping’s Article on Domestic Demand
- Central Economic Work Conference
- SAMR to Publish Antitrust Compliance Guidelines for Internet Platforms in the Near Term
- Draft Guidelines on the Use of Quotations in Advertising
- Draft Guidelines on Pricing Policy in the Automotive Industry
- Press Conference on the Results of the Antitrust Campaign in Socially Significant Markets
Guidelines on Improving the Quality of Goods and Services on Marketplaces
SAMR, together with the Cyberspace Administration of China, the Ministry of Industry and Information Technology, and other authorities, has issued the Guiding Opinions on Improving the Quality of Goods and Services on Online Trading Platforms.
On marketplaces, products often fail to match their descriptions, service standards are unclear, and consumer rights protection procedures are overly complex—all of which negatively affect the consumer experience.
The Guiding Opinions encourage the use of innovative technologies to enhance service quality, describe mechanisms for product selection, and introduce a “blacklist” system for dishonest suppliers. They also call for strengthened efforts against counterfeit goods, the creation of convenient one-click instant feedback channels, and the development of a “digital product passport” program to track all stages of the supply chain.
Source: SAMR
Guidelines on the Review of Non-Horizontal M&A
SAMR has published the Guidelines on the Review of Applications for Non-Horizontal Concentrations of Undertakings. One year earlier, the authority released similar guidelines for horizontal transactions, which served as the basis for the new regulatory document.
Over the years since the enactment of China’s Anti-Monopoly Law, SAMR has accumulated extensive practical experience, having reviewed thousands of non-horizontal merger and acquisition cases — more than 30 of which were cleared with remedies or prohibited.
Non-horizontal transactions include vertical and conglomerate concentrations. In such cases, it is generally more difficult to determine the competitive relationship between the parties.
The Guidelines clarify issues such as potential harm to competition, criteria for defining relevant markets, possible impediments to the free circulation of resources, and the list of materials required to be submitted with applications.
Xi Jinping’s Article on Domestic Demand
Qiushi, the leading journal of the Central Committee of the Communist Party of China, published an article by President Xi Jinping entitled “Expanding Domestic Demand Is a Strategic Move.” The article consists of excerpts from Xi Jinping’s speeches delivered between October 2015 and October 2025.
The article states that expanding domestic demand is closely linked to both economic stability and economic security; it is not a temporary measure, but a strategic choice. It emphasizes that the advantage of a large economy lies in its internal circulation: across production, distribution, circulation, and consumption, greater reliance should be placed on the domestic market. At the same time, this strategy does not contradict China’s policy of openness. On the contrary, the better the domestic economic cycle functions, the more attractive it becomes to global resources and factors of production.
Central Economic Work Conference
On December 10–11, China held the Central Economic Work Conference, which reviewed the economic performance of the past year and outlined economic priorities for the coming year.
Five mandatory requirements were highlighted at the meetingз:
- fully unleashing the potential of the economy;
- providing institutional support and promoting reform and innovation;
- granting sufficient room for development while ensuring effective regulation;
- investing in both physical capital and skilled human resources;
- strengthening domestic capabilities to withstand external challenges.
Among the key tasks for 2026 were intensified efforts to combat “involution-style” competition (neijuan), as well as promoting mutually beneficial development among internet platforms, platform-based merchants, and gig workers (such as couriers).
SAMR to Publish Antitrust Compliance Guidelines for Internet Platforms in the Near Term
At a press conference on December 16, SAMR spokesperson Wang Qiuping stated that the authority intends to release the Antitrust Compliance Guidelines for Internet Platforms as soon as possible. Public consultations on the draft concluded on November 29. She emphasized that, to ensure effective implementation of the Guidelines, SAMR plans to provide supplementary explanations where necessary, listen to feedback from companies, and adhere to a policy of “zero tolerance” toward anticompetitive practices.
Draft Guidelines on the Use of Quotations in Advertising
SAMR released for public consultation a draft of the Guidelines on the Use of Quotations and References in Advertising. The draft specifies that quoted information must not contain false or unverifiable content, nor mislead consumers. Advertisers bear the burden of proof regarding the truthfulness, accuracy, and legality of all advertising content, including quoted material.
Companies often manipulate information to create artificial hype—for example, by deliberately producing unreliable research reports claiming that a product is “number one” in the industry and then citing those reports in advertisements. Another common tactic is using large fonts to attract attention and small fonts to disclaim responsibility.
Draft Guidelines on Pricing Policy in the Automotive Industry
SAMR has released for public consultation a draft of the Guidelines on Pricing Policy in the Automotive Industry. In recent years, with the rapid development of the automotive market—especially the emergence of new energy vehicles—new business models have continually appeared, and pricing behavior has become increasingly complex. During the drafting process, the authority conducted extensive surveys among automakers, distributors, industry associations, consumers, and experts to identify key pain points and challenges in pricing.
The draft Guidelines clarify pricing requirements at each stage, from component manufacturing to vehicle production, from pricing strategies to sales practices. They also recommend that automakers and dealerships establish internal systems to prevent improper pricing practices.
Source: SAMR
Press Conference on the Results of the Antitrust Campaign in Socially Significant Markets
On December 17, SAMR held a thematic press conference commenting on the results of its campaign against anticompetitive practices in socially significant markets, which has been ongoing since 2023.
During the three-year campaign, 35 cases involving anticompetitive agreements and 25 cases of abuse of dominant market position were investigated. For example, 12 cases involved the pharmaceutical industry, where fines imposed on violators averaged 5% of the company’s turnover in the previous year.
Fan Lei, Director of SAMR’s First Antimonopoly Department, noted that the authority is currently assessing the state of competition in emerging or strategically important markets. To date, studies have been completed for 20 industries, including semiconductors, online payments, cloud services, and express delivery.
