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].

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].