Recently, the State Administration of market supervision and administration deployed the action of "lighting up 100 e-commerce platforms", organized more than 100 e-commerce platforms in 31 provinces (autonomous regions and municipalities) nationwide, guided platforms and merchants to "shine light, shine certificates and shine rules", promoted information openness and transparent rules, jointly created a fair, honest and reassuring online consumption environment, and promoted the standardized and healthy development of platform economy. Promote information publicity Recently, many consumers have noticed that the major e-commerce platforms have continuously publicized the business license information or its link logo in a prominent position on the home page, and the merchants in many platforms have publicized the administrative license, registration and filing and other information related to their business. It is understood that recently, the State Administration of market supervision and administration deployed and carried out the action of "lighting up 100 e-commerce platforms". The "lighting up" of the "lighting up" action means that the business license information is publicized according to law; "Bright license" means to publicize the administrative license, filing, examination and approval, compulsory product certification and other information according to law; "Bright rules" means to publicize the platform service agreement and transaction rule information according to law. At the same time, the market supervision department also guided and urged the platform to clean up the invalid licenses that were forged, altered, falsely used, expired or not changed in time, promoted the platform to continuously improve the service agreements and transaction rules, and effectively protected the legitimate rights and interests of consumers and small and medium-sized operators. Insiders said that "lighting up, lighting up certificates and lighting up rules" originally meant the obligation of information publicity stipulated by laws and regulations such as the e-commerce law of the people's Republic of China, the regulations of the people's Republic of China on the registration and administration of market entities, and the measures for the supervision and administration of online transactions. The relevant person in charge of the State Administration of market supervision said that by guiding the e-commerce platform to fully implement the legal obligations related to information publicity, the "lighting up" action can improve the information openness and rule transparency of the platform as a whole, and promote the formation of a long-term mechanism of orderly interaction, symbiosis and win-win among the platform, operators and consumers within the platform. It is reported that the action involves 100 e-commerce platforms nationwide, which is closely related to the daily life of consumers. There are many operators in the platform, with large daily trading volume and wide business coverage. According to preliminary statistics, the 100 e-commerce platforms involved more than 23million platform operators, providing services to more than one billion consumers. Enhance consumer confidence "On the Internet, we often see that some stores claim to be 'self-supporting' and 'exclusive'. Sometimes we can find many exclusive stores under the same brand, but we can't tell whether these online stores are directly operated or authorized." Ms. Cai, who lives in Haidian District, Beijing, often buys online. She said that it is very necessary if the platform and merchants can display certification materials such as authorization certificates or provide query channels to help consumers identify information. In addition to the mixture of true and false information, in online shopping, many users suffer from problems such as complex marketing rules, easy to place an order and difficult to return goods, and no access to complaints and reports. The reporter noted that, while carrying out "lighting up the photos, certificates and rules", the action will also strengthen the compliance management of social participatory marketing activities such as "cutting orders" and "online lottery", urge the platform to show consumers the detailed rules of various activities in an eye-catching way, avoid misleading false publicity, and effectively protect consumers' right to know and choice. This content has also caused heated discussion on the Internet. Many netizens left comments: "the most annoying friend sent a link to 'chop a knife', 'chop' doesn't mean there's really a discount" "I'm lonely in the online lottery" Lulaiming, a professor at the Law School of Beijing business and Technology University, said that in online transactions, both parties to the transaction cannot make offline contact or identity recognition, and the traded goods or services cannot be physically displayed. In addition, the application of recommendation algorithms, live marketing and other technologies and complex business models make consumers face the dual dilemma of lack of information or information flooding. "Lighting up" action is a necessary action to effectively safeguard consumers' rights and interests and improve the consumption environment, which is conducive to enhancing consumer confidence and promoting consumption. The relevant person in charge of the State Administration of market supervision said that online consumers are the new force for the continuous growth of the total retail sales of social consumer goods in China. Protecting their legitimate rights and interests plays an important role in maintaining the consumption confidence of the whole society and stabilizing the basic mask of the healthy operation of the platform economy. "Lighting up" action adheres to the value orientation of protecting consumers' interests, pays attention to model innovation, ensures that platform consumers widely participate in the whole process of the action, and strives to achieve good social effects. Escort platform economy Up to now, several platforms have responded positively to the action of "lighting up 100 e-commerce platforms". For example, JD group said that it would focus on the special inspection and centralized cleaning up of invalid licenses of settled merchants, and continue to improve the service agreement and transaction rules. In the "June 18" of this year, jd.com released 30 "three reductions and three excellence" business support measures. Through "reducing costs, reducing assessment, reducing risks, optimizing rules, optimizing efficiency and optimizing services", jd.com hopes to relieve the burden of small and medium-sized businesses to the greatest extent. Shell house search has realized that 45000 merchants on the whole platform have displayed their certificates and photos, and the "shell points" have been publicly displayed to consumers on the homepage of the service provider's personal page. It is reported that the "lighting up" action will strengthen cooperation with the China Consumer Association, and conduct a full process, multi scene and experiential evaluation of the platform's implementation of "lighting up, licensing and rules" by organizing the whole process experiential evaluation of consumer volunteers, online questionnaire survey of third-party institutions and questionnaire push of e-commerce platforms, so as to better create an online consumption environment. Xuejun, director of the e-commerce law research center of Peking University, said that during the epidemic prevention period, online shopping has become the main channel for many people to obtain materials for daily life. "Shine light, shine evidence and shine rules" can help eliminate the prominent problems of information opacity, asymmetry and inaccuracy in online transactions. Experts pointed out that the platform is connected to tens of millions of small, medium and micro market players at one end and hundreds of millions of consumers and workers in new employment forms at the other end. The steady and healthy development of the platform economy is conducive to promoting high-quality economic development and meeting the growing needs of the people for a better life. (Xinhua News Agency)