China has introduced the Measures for the Administration of Medical Representatives, effective 1 August 2026, establishing a more structured and compliance‑driven framework for pharmaceutical academic promotion. The new regime formalizes representatives’ functions, mandates nationwide record‑filing, and strengthens restrictions on commercial inducements and improper data practices. It also clarifies institutional responsibilities, signalling a notable tightening of regulatory expectations for MAHs and healthcare providers. This development merits close review from legal, compliance, and regulatory teams.