Core Points - The article discusses the recent compliance guidelines issued by the State Administration for Market Regulation to major e-commerce platforms for the "Double Eleven" shopping festival, aimed at regulating promotional activities and protecting consumer rights [2][3]. Group 1: Compliance Guidelines - The guidelines emphasize the strict implementation of principal responsibilities, ensuring that operators' information is authentic and that platform rules are transparent and fair [2]. - Promotional activities must be clearly defined, prohibiting practices like "choose one" and "big data discrimination," and ensuring transparency in terms of conditions, return processes, and validity periods [2]. - Price behaviors are to be strictly regulated, prohibiting unreasonable restrictions on merchants' pricing and practices like raising prices before discounts or false price comparisons [2]. Group 2: Marketing and Advertising Regulations - Live marketing practices must be closely monitored, ensuring that the quality of products sold during live streams is verified and that misleading claims are not made [3]. - Advertising content must undergo rigorous review, particularly in sensitive areas such as medical beauty and pharmaceuticals, with a focus on removing illegal advertisements promptly [3]. - The guidelines also 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 [3].

Core Viewpoint - The article discusses the regulatory guidelines issued by the Market Supervision Administration to major e-commerce platforms for the "Double 11" shopping festival, aiming to ensure compliance in promotional activities and protect consumer rights [2][3]. Group 1: Compliance Responsibilities - E-commerce platforms must strictly implement their responsibilities, ensuring the authenticity of operator information and compliance with relevant laws and regulations [2]. - Platforms are required to enhance algorithm compliance management and ensure that platform rules are transparent and fair [2]. Group 2: Promotion Behavior Regulations - The guidelines prohibit practices such as "choose one from two" and "big data killing familiarity," emphasizing the need for clear and transparent promotional rules [2][3]. - Key aspects of promotions, including conditions for use, return and exchange processes, and validity periods, must be clearly defined to enhance transparency [3]. Group 3: Pricing Behavior Regulations - E-commerce platforms must respect merchants' autonomy in pricing and are prohibited from imposing unreasonable restrictions or conditions through service agreements or technical means [3]. - Practices such as raising prices before offering discounts and false price comparisons are strictly forbidden [3]. Group 4: Live Marketing Regulations - Platforms must strengthen the review of operators' qualifications and product information, ensuring the quality of live-streamed products [3]. - The sale of counterfeit goods and misleading marketing practices is prohibited, and live content must accurately reflect the products being sold [3]. Group 5: Advertising Content Review - Platforms are responsible for the registration, review, and archival management of advertising, particularly in sensitive areas like medical beauty and pharmaceuticals [3]. - There is a focus on timely removal of illegal advertisements and regulation of celebrity endorsements [3]. Group 6: Consumer Dispute Resolution - E-commerce platforms must adhere to regulations regarding returns and warranty obligations, ensuring that consumers can exercise their rights effectively [3]. - A mechanism for quick response to consumer complaints should be established to facilitate efficient resolution of disputes and maintain a positive consumer environment [3].