三部门为平台价格行为划定“底线”和“红线”

Core Viewpoint - The newly issued "Internet Platform Pricing Behavior Rules" aims to establish a regular pricing supervision mechanism for internet platforms, regulate pricing behaviors, protect the legitimate rights and interests of consumers and operators, and promote the innovative and healthy development of the platform economy [1][5]. Summary by Relevant Sections Definition and Scope - The rules define the applicable scope, including pricing behaviors of platform operators and internal operators selling goods or services through internet platforms within China [1]. - Platform operators are defined as legal or non-legal entities providing online business venues, transaction matching, and information publishing services, while internal operators are those selling goods or services through the platform [1]. Pricing Behavior Regulations - The rules cover various pricing activities, including setting or changing prices, price marking, charging fees, and implementing subsidies [1]. - Internal operators have the right to set prices independently, and platform operators are prohibited from interfering with pricing decisions through increased fees or other means [2]. Pricing Marking and Competition - Operators must clearly mark prices, including item names, prices, units, and related transportation costs [2]. - Dynamic pricing must disclose pricing rules and influencing factors, while promotional activities must clearly indicate rules and conditions to avoid false advertising [2]. - Selling below cost to eliminate competitors is prohibited, except for special cases like selling near-expiry goods [2]. Platform Responsibilities - Platforms are required to establish internal pricing management systems and supervise the pricing behaviors of internal operators [3]. - Platforms must take necessary measures against internal operators suspected of pricing violations and report to regulatory authorities [4]. Consumer Protection - The rules enforce clear pricing practices and promote transparency in dynamic and differential pricing, enhancing consumer rights [4]. - Regulatory authorities will strengthen the promotion and enforcement of these rules, encouraging industry self-regulation and consumer participation in maintaining market order [4]. Importance and Implementation - The rules address significant issues in the platform economy, such as "big data price discrimination" and false promotions, which harm consumer rights and disrupt market order [5]. - The implementation of these rules is expected to enhance fair competition, protect consumer rights, and improve the transparency and predictability of pricing behaviors [5]. - The rules will take effect on April 10, 2026, allowing operators time to adjust [7].