[Economic Observation] New regulatory regulations are intensively introduced, and online sales promotion will cater to the big test of compliance

  On the eve of the "Double 11" promotion, the regulatory authorities can be described as frequent actions.

  Last week, the General Administration of Market Supervision issued the "Interim Regulations on Standardizing Promotional Behaviors" (hereinafter referred to as the "Regulations"), which will come into effect on December 1 this year.

Immediately afterwards, the bureau issued the "Guiding Opinions on Strengthening the Supervision of Online Live Marketing Activities" (hereinafter referred to as the "Opinions").

These two targeted new regulations both refer to online promotional activities.

  Since then, on November 6, the three departments of the State Administration for Market Regulation, the Central Cyberspace Administration of China, and the State Administration of Taxation convened 27 major Internet platform companies to hold an administrative guidance meeting on regulating the online economic order, and proposed proposals for Internet platform companies from 9 aspects. Clear requirements.

  Behind the intensive actions of the regulatory authorities is that there are some problems that cannot be ignored in online promotional activities.

  In recent years, the online sales promotion model has been continuously renovated, and new sales promotion methods such as e-commerce platforms "6·18", "Double 11" centralized sales, and web live streaming have emerged, but many problems have also arisen.

For example, competition problems such as forcing businesses to "choose one out of two" are prominent. Some platforms still have problems such as hidden secrets in promotion rules, repeated prohibitions on fake and inferior products, and difficulty in protecting consumers' rights.

In addition, the problem of live broadcast marketing in the fire this year has become prominent, with infringements on the legitimate rights and interests of consumers and operators occurring from time to time, and consumers' calls for strict supervision have gradually increased.

  The relevant person in charge of the State Administration of Market Supervision stated that although the "Regulations" came into effect on December 1 this year, the announcement of relevant regulations before the "Double 11" will help further release signals to regulate market operations and strengthen market supervision, and guide market entities in accordance with the law. Compliance operation.

Next, a number of institutional measures to regulate the development of the online economy, such as the "Measures for the Supervision and Administration of Online Transactions," and "Guidelines for Anti-monopoly on Platform Economy Industries," will be formulated.

  In the view of industry insiders, with the intensive introduction of new regulatory regulations, online sales promotion will meet the big test of compliance.

  In the "Double 11" and other big promotion activities in previous years, irregular sales promotion and illegal sales have occurred from time to time.

For example, false discounts such as "raise prices before discounts", deceptive sales with prizes, and false propaganda to mislead consumers.

These chaos have been criticized by consumers, but there is no special regulation and supervision, which makes relevant problems unable to be effectively contained.

The "Regulations" promulgated this time clearly prohibit deceptive sales with prizes such as price fraud, false propaganda, false claims that there are prizes, and deliberately letting the appointed personnel win prizes in promotional activities.

  In addition, there are many promotional information such as "red envelopes" and "coupons" in online promotional activities, and discounts and discount algorithms are complex. Consumers often do not understand the promotional rules, and are prone to impulse consumption under the temptation and deception of false promotional behaviors.

In this regard, the "Regulations" clarify that operators must publicize the promotion rules, promotion period, and restrictive conditions that are unfavorable to consumers when carrying out promotions, and fully protect consumers' right to know.

  As a new economic format that is gaining momentum, live broadcasts have continuously refreshed sales records for factors such as good display effects, affordable prices, a stronger sense of participation, and a better experience.

  However, the China Consumers Association last week conducted an in-depth analysis of online live broadcast sales behavior, systematically sorted out the phenomenon of infringement of consumer rights and conducted a typed study, and summarized false propaganda, difficult returns and exchanges, and prohibited sales. There are 7 main types of products, using "special shot links" to mislead consumers and induce over-the-counter transactions.

  In this regard, the "Measures for the Supervision and Administration of Online Transactions (Draft for Comment)" stipulates that webcast service providers shall provide a look-back function for online trading activities carried out using webcast.

With the look-back function, consumers can produce relevant evidence when defending their rights to better protect their rights.

In addition, the "Opinions" also clarified the legal responsibilities of the anchor and the network platform in the live delivery of goods.

  Reporter: Yang Zhaokui