Core Viewpoint - The article discusses the regulatory measures implemented by the Market Supervision Administration to ensure compliance during the "Double Eleven" shopping festival, emphasizing the protection of consumer rights and the maintenance of fair trading practices. Group 1: Compliance Guidelines for E-commerce Platforms - E-commerce platforms must strictly implement their responsibilities, ensuring that merchant information is accurate and transparent [1] - Prohibited practices include "choose one from two" and "big data price discrimination," with clear communication of promotional conditions and refund processes required [2] - Platforms are not allowed to interfere with merchants' pricing autonomy and must avoid practices like raising prices before discounts and false price comparisons [3] Group 2: Marketing and Advertising Regulations - Platforms must regulate live marketing activities, thoroughly vetting merchant qualifications and product information, and prohibiting the sale of counterfeit or restricted goods [5] - Advertising content, especially in sensitive areas like medical beauty and pharmaceuticals, must undergo strict review, with platforms held accountable for celebrity endorsements [7] Group 3: Consumer Rights and Dispute Resolution - Platforms must adhere to the "seven-day no-reason return" policy and ensure accessible complaint channels, establishing a rapid response mechanism to assist consumer rights protection [9] - The complexity of promotional rules, particularly regarding "deposit" and "advance payment," can confuse consumers, leading to potential legal implications [12][14] - During the "Double Eleven" period, increased order volumes can lead to delivery issues, with sellers responsible for damages until the buyer signs for the package [16][18]