杜绝二选一、大数据杀熟！市场监管总局发“双十一”合规提示

Core Points - The State Administration for Market Regulation has issued a compliance notice to major e-commerce platforms to regulate promotional activities during the "Double Eleven" shopping festival, aiming to maintain order in online transactions and protect consumer rights [2][3] - The notice emphasizes the prohibition of illegal practices such as "choose one from two" and "big data killing familiarity," and mandates clear and transparent promotional rules [2][3] - It also highlights the need for strict management of live marketing, advertising content, and timely resolution of consumer disputes [3] Regulatory Compliance - E-commerce platforms must ensure the authenticity of operator information and comply with relevant laws and regulations, including algorithm compliance management [2] - Promotional activities must be transparent, detailing conditions for discounts, coupons, pre-sales, and price guarantees, along with return and modification processes [2] - Price behaviors must respect merchants' autonomy, prohibiting unreasonable restrictions on pricing and false discount claims [2] Live Marketing and Advertising - Platforms are required to strengthen the review of operators' qualifications and product information in live marketing, ensuring the quality of live-streamed products and preventing the sale of counterfeit goods [3] - Advertising content must be legally registered and audited, particularly in sensitive areas like medical beauty and health products, with a focus on removing illegal advertisements [3] Consumer Rights Protection - The notice mandates adherence to consumer rights regulations, including the seven-day no-reason return policy and product warranty obligations [3] - It encourages consumers to be rational in their purchases and to report illegal activities to market regulation authorities to protect their rights [3]