China’s ‘930 Rules’ Reshape Online Lending Ads as Banks Return to Social Feeds

The shift matters less as a compliance story than as a redistribution of attention: platforms that built acquisition on speed-and-cheapness messaging lose their cheapest hook, while banks with balance sheets and brand recognition gain a more level feed. Smaller lenders and pure intermediaries that relied on aggressive copy face the sharpest adjustment. Whether the disclosed annualized costs prove as clickable as the old slogans is the open question, and whether enforcement stays uniform across social and short-video channels will determine if the reset holds.