不得先提价后打折！市场监管总局发布“双十一”网络集中促销合规提示

Core Points - The article discusses the recent compliance guidelines issued by the State Administration for Market Regulation to major e-commerce platforms for the "Double Eleven" shopping festival, aimed at regulating promotional activities and protecting consumer rights [2][3]. Group 1: Compliance Guidelines - The guidelines emphasize the strict implementation of principal responsibilities, ensuring that operators' information is authentic and that platform rules are transparent and fair [2]. - Promotional activities must be clearly defined, prohibiting practices like "choose one" and "big data discrimination," and ensuring transparency in terms of conditions, return processes, and validity periods [2]. - Price behaviors are to be strictly regulated, prohibiting unreasonable restrictions on merchants' pricing and practices like raising prices before discounts or false price comparisons [2]. Group 2: Marketing and Advertising Regulations - Live marketing practices must be closely monitored, ensuring that the quality of products sold during live streams is verified and that misleading claims are not made [3]. - Advertising content must undergo rigorous review, particularly in sensitive areas such as medical beauty and pharmaceuticals, with a focus on removing illegal advertisements promptly [3]. - The guidelines also stress the importance of resolving consumer disputes effectively, adhering to regulations like the seven-day no-reason return policy, and maintaining open channels for consumer complaints [3].