记者10日从市场监管总局获悉，市场监管总局近日向主要电商平台发布"双十一"网络集中促销合规 提示。 合规提示旨在规范促销经营行为，维护"双十一"期间网络交易秩序，保护消费者合法权益，主要包 括六方面内容： 一是严格落实主体责任。严格依据相关法律法规规定，切实落实审查核验义务，确保经营者主体信 息真实有效。严格落实信息公示义务，加强算法合规管理，确保平台规则公开公平。 三是严格规范价格行为。充分尊重商家自主经营权，严禁利用服务协议、交易规则以及技术等手段 对商家定价进行不合理限制或者附加不合理条件。不得先提价后打折、虚假折价比价。切实落实《网络 交易平台收费行为合规指南》各项要求，规范收费行为。 四是严格规范直播营销行为。加强对平台内经营者资质和商品信息审核，并定期核验更新。重点把 控直播商品质量，严禁销售假冒伪劣、禁限售商品，确保直播内容与所售商品一致，不得通过虚假承 诺、夸大功效等方式诱导消费。 五是严格加强广告内容审核。依法履行广告业务登记、审核与档案管理责任，重点规范医疗美容、 药品、医疗器械、保健食品等重点领域广告及明星广告代言行为，及时清理下架违法违规广告。 六是及时妥善化解网络消费纠纷。严格遵守七 ...

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].