The annual e-commerce promotion "Double 11" is currently underway. Recently, the China Consumers Association has received many consumer complaints about related consumption issues caused by unclear link redirects. In this regard, the China Consumers' Association pointed out that consumers' right to independent choice should be respected, consumers' normal use of the internet rights should be effectively protected, and operators should effectively implement the "one click closure" regulation for advertising. Double 11 is an active period for marketing activities, and many businesses attract traffic through methods such as redirect links and pop-up ads. Upon seeing the relevant redirect links, users can click and directly jump to the target page, saving tedious steps. Merchants can also reduce their customer acquisition costs, which can be described as a win-win situation. However, there are also some businesses that infringe upon the legitimate rights and interests of consumers by redirecting links. In some apps, pop ups prompt consumers to pay to improve service quality such as audio and visual quality, but when clicked, higher priced packages or membership renewals are displayed; In some apps, consumers are forced to jump to advertising links after clicking on them, and even cannot return to the initial page after multiple jumps; Some apps have issues with page push ads, such as not having a close option button, needing a timer to close, or opening ad links directly by shaking the phone by default; Some shopping or ticketing apps require forwarding assistance from others, repeatedly jumping to unrelated pages such as shopping and cashback after clicking on the link, and it is difficult to return to the initial page; Some apps even collect, search, and analyze consumers' online behavior data to tailor redirect links... All of these make consumers feel dissatisfied, not only damaging their shopping experience and enthusiasm, but also infringing on their legitimate rights and interests. Article 9 of the Consumer Rights Protection Law stipulates that consumers have the right to independently choose goods or services; Consumers have the right to independently decide whether to purchase or not to purchase any goods, and to accept or not to accept any services. The interface that consumers jump to after clicking on a link does not match their intention to click, which is a behavior of some platform operators who force unrelated links to pop up regardless of consumer needs, damaging consumers' right to independent choice. Especially after clicking on the payment link, the actual payment content does not match the link description, which not only violates the consumer's true intention, but may also cause losses to the consumer. Article 44 of the Advertising Law stipulates that the use of the Internet to publish and send advertisements shall not affect users' normal use of the Internet. Whether it is forcibly popping up irrelevant links, affecting the normal use of application software, or randomly setting pop ups that are difficult to permanently close, they have brought great trouble to consumers and violated their right to use the internet normally. The calculation behind the jump link is traffic monetization. The main reason for the frequent occurrence of chaotic redirect links is the low cost of illegal activities and the large profit margin. Therefore, in the face of some businesses infringing on the legitimate rights and interests of consumers through redirect links and excessively using big data to analyze consumers, relevant departments should take multiple measures and establish a sound, scientific, and reasonable control mechanism. On the one hand, supervision should be strengthened, regular or irregular rectification actions should be carried out, and red and black lists can be established. For merchants with malicious nature, they should be exposed and punished. On the other hand, we should further improve our technical management capabilities, with strong technical support, to accurately identify and manage non compliant redirect links, so that they cannot "jump" or "turn". Business operators should also operate with integrity, attracting consumers with excellent products and high-quality services, rather than deceiving them by jumping links. At the same time, APP operators should strictly abide by legal provisions, assume their obligations and responsibilities, safeguard consumers' rights to information, choice, and privacy, and effectively protect consumers' legitimate rights and interests. (New Society)