事关“双十一”！市场监管总局发布重要提示

Core Viewpoint - The article discusses the compliance guidelines issued by the State Administration for Market Regulation for the "Double Eleven" online shopping festival, aimed at regulating promotional activities and protecting consumer rights during this period [2][3]. Group 1: Compliance Guidelines - The guidelines emphasize the importance of strict implementation of responsibilities by e-commerce platforms, ensuring that operator information is authentic and that platform rules are transparent and fair [3]. - Promotional activities must be clearly defined, avoiding practices like "choose one" and "big data discrimination," with transparent rules regarding discounts, coupons, and pre-sales [3]. - Pricing behaviors are to be strictly regulated, prohibiting unreasonable restrictions on merchants' pricing and ensuring compliance with the "Guidelines for Compliance of Charging Behaviors on Online Trading Platforms" [3][4]. Group 2: Marketing and Advertising Regulations - Live streaming marketing practices must be closely monitored, ensuring that the quality of products sold is verified and that misleading claims are not made [4]. - Advertising content must undergo rigorous review, particularly in sensitive areas such as medical beauty and pharmaceuticals, with a focus on removing illegal advertisements promptly [4]. Group 3: Consumer Rights Protection - The guidelines 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 [4].