The State Administration for Market Regulation has issued a compliance notice to major e-commerce platforms regarding the upcoming Double 11 shopping festival. The directive aims to standardize promotional activities and ensure fair market order during the high-volume sales period.
Platforms are required to verify merchant credentials and remove accounts with revoked or cancelled licenses to prevent the operation of ghost shops and unauthorized live streams. The regulator also mandates strict oversight of advertising content, specifically targeting medical, pharmaceutical, and food-related marketing.
The guidelines prohibit deceptive pricing practices, such as raising prices before a sale to create artificial discounts. Platforms must ensure transparent promotion rules, prevent fake transactions and review manipulation, and strictly monitor the quality of goods sold during live broadcasts to eliminate counterfeit or substandard products.
Furthermore, the notice emphasizes the protection of consumer rights, including the enforcement of seven-day no-reason return policies. Platforms must maintain open communication with regulatory authorities and report any identified violations to local market supervision departments promptly.