Against the backdrop of rapid development of the digital economy, e-commerce and online consumption have become important forces driving economic growth. However, with the continuous expansion of the digital economy, the issue of consumer rights protection has become increasingly prominent. The promulgation of the Regulations for the Implementation of the Law of the People's Republic of China on the Protection of Consumers' Rights and Interests (hereinafter referred to as the Regulations) not only improves the existing legal system for the protection of consumers' rights and interests, but also effectively strengthens the protection of consumers' rights and interests in the Internet field, provides a clear path to solve new technologies, new formats, new services and new problems in online consumption, and provides effective institutional supply for the development of new quality productivity. There are various problems in online consumption, especially in areas such as online shopping returns, live streaming marketing, and personal information protection. The return and exchange policies of some e-commerce platforms are not clear enough, expanding the scope of unreasonable returns, resulting in consumers not knowing how to return or exchange goods after purchasing, or encountering various obstacles during the return and exchange process. The return and exchange process set up by some e-commerce platforms is too cumbersome, requiring a large amount of information to be filled out and waiting for approval, which brings inconvenience to consumers. However, there are also individual consumers who abuse the unreasonable return policy and use it to make malicious purchases and returns in order to obtain unfair benefits. Live streaming marketing has been very popular in recent years, with strong interactivity, making marketing more vivid and interesting, making it easier to attract consumer attention. However, live streaming marketing also has some problems. Some anchors or merchants exaggerate the effectiveness of products in order to sell them, and even engage in false advertising to mislead consumers, making it difficult for consumers to directly contact and try out the products. Therefore, it is difficult to determine whether the quality of the products is consistent with what the anchors describe. Some broadcasters or merchants adopt a neglectful or evasive attitude towards after-sales service requests after live streaming marketing, leading to difficulties in consumer rights protection. Personal information protection is an increasingly serious issue in online consumption. With the popularization of online shopping, consumers not only enjoy convenient shopping, but also face the risk of personal information leakage. Some unscrupulous merchants or platforms may illegally collect and use consumer personal information, including name, phone number, address, email, etc., without obtaining consumer consent, which may be used for illegal activities such as advertising promotion and fraud. The digital economy has entered the era of big models from the platform economy era, and the realization of data element value has achieved a qualitative leap, becoming a new driving force for economic growth. This requires even more strengthening the protection of enterprise user information. The Regulations further clarify the interpretation and application of the e-commerce no reason return system. When selling goods through the internet, television, telephone, mail order, and other means, operators must comply with the relevant provisions of the Consumer Rights Protection Law and cannot expand the scope of goods that are not eligible for unreasonable returns without authorization. Operators should clearly indicate that products that are not eligible for unreasonable returns are not applicable, and remind consumers to confirm when purchasing. It cannot be assumed that consumers agree not to apply the option of unreasonable returns. The goods returned by consumers should be kept intact. If the packaging is opened due to inspection of the goods, or if reasonable adjustments are made to confirm the quality and function of the goods without affecting the original quality, function, and appearance of the goods, the operator should accept returns.