市场监管总局发布“双十一”网络集中促销 合规提示

Core Viewpoint - The State Administration for Market Regulation has issued compliance guidelines for major e-commerce platforms ahead of the "Double Eleven" shopping festival to ensure fair promotional practices and protect consumer rights [1][2]. Group 1: Compliance Guidelines - The guidelines emphasize strict implementation of subject responsibility, requiring platforms to verify the authenticity of business information and ensure fair algorithm management [1]. - Promotional activities must be clearly defined, prohibiting practices like "choose one" and "big data price discrimination," while enhancing transparency in promotional rules [1]. - Price behaviors must respect merchants' autonomy, forbidding unreasonable restrictions on pricing and ensuring compliance with the "Guidelines for Compliance of Charging Behavior on Online Trading Platforms" [1]. Group 2: Marketing and Advertising Regulations - Live marketing practices are to be strictly regulated, with a focus on verifying the qualifications of sellers and the quality of products sold during live streams [2]. - Advertising content must undergo rigorous review, particularly in sensitive areas such as medical beauty and pharmaceuticals, to eliminate illegal advertisements [2]. - The guidelines stress the importance of resolving consumer disputes promptly, adhering to regulations like the seven-day no-reason return policy, and maintaining efficient complaint channels [2].