In order to regulate promotional business behavior, maintain online transaction order during the "Double 11" period, and protect the legitimate rights and interests of consumers, the State Administration for Market Regulation recently issued the "Compliance Tips for Centralized Online Promotion during Double 11" to major e-commerce platforms, requiring strict implementation of subject responsibilities, regulation of promotional behavior, strengthening of advertising content review, regulation of live streaming marketing behavior, and strengthening of product control. Strictly prohibit illegal activities such as "choosing between two" and participate in market competition in a fair and orderly manner. Optimize the promotion rules throughout the entire chain, focusing on key aspects such as promotional tools, discount displays, discount distribution, and settlement payments, to ensure standardized and transparent activities. It is strictly prohibited to violate consumer rights and interests by not clearly marking prices according to regulations or engaging in price fraud. To timely and properly resolve online consumer disputes, major e-commerce platforms should open up channels for consumer complaints and reports, promptly accept and efficiently handle complaints and reports, and actively assist consumers in safeguarding their legitimate rights and interests. Urge platform operators to comply with regulations such as seven day no reason return and product "three guarantees" for online shopping. To protect the legitimate rights and interests of operators within the platform, major e-commerce platforms should enhance the transparency of relevant rules, carefully listen to the opinions of merchants, timely improve relevant rules, and fully respect the independent operation rights of merchants. Establish a sound appeal mechanism for merchants and promptly respond to their reasonable demands. In addition, if illegal and irregular issues are discovered, major e-commerce platforms should proactively and promptly report to the local market supervision department at or above the county level, forming a positive interaction between platform autonomy and government supervision, and jointly guiding platform operators to enhance their awareness of law-abiding operations. The market supervision department reminds that during the "Double 11" period, consumers should consume rationally, enhance their awareness of rights protection, promptly complain and report illegal behavior to the market supervision department or relevant competent authorities, and safeguard their legitimate rights and interests in accordance with the law. (New Society)