In order to regulate promotional business behavior, maintain online transaction order during the "618" period, and protect the legitimate rights and interests of consumers, the State Administration for Market Regulation has issued the "618 Network Centralized Promotion Compliance Tips" to comprehensive e-commerce, live streaming e-commerce, cross-border e-commerce and other platform enterprises. In terms of implementing the platform's main responsibility, it is necessary to effectively fulfill the obligation of review and verification to ensure the authenticity and effectiveness of the operator's main information. Strictly implement the obligation of information disclosure, strengthen algorithm compliance management, and enhance the transparency and fairness of online business activities. In terms of regulating promotional behavior, it is necessary to participate in market competition fairly, eliminate illegal activities such as "big data killing", false marketing, brushing orders and speculating on credit, and prevent the fraudulent and fraudulent behavior of national subsidy products. In terms of regulating live streaming marketing behavior, it is necessary to establish and improve management standards for live streaming marketing behavior, improve risk identification models, strengthen dynamic monitoring of live streaming rooms and anchor business activities within the platform, and promptly deal with illegal and irregular behaviors that occur in live streaming marketing. In terms of strengthening product control, it is necessary to improve and perfect the product quality control system and measures, strictly review the release of product information, and strengthen the verification of trademarks, patents, and other information of operators on the platform. Conduct real-time inspections seriously, strengthen product quality monitoring, and promptly remove or delete links to illegal and irregular products. In terms of advertising content review, it is necessary to focus on regulating advertising behavior in key areas such as medical beauty, drugs, medical devices, and health food, as well as celebrity endorsements, and promptly intercept and remove illegal advertisements. In resolving online consumer disputes, it is necessary to urge platform operators to comply with regulations such as 7-day no reason return for online shopping and the "three guarantees" for online shopping, smooth channels for consumer complaints, and promptly and properly handle consumer disputes. In terms of safeguarding the legitimate rights and interests of merchants, it is necessary to promote the openness and fairness of platform rules, fully respect the independent operation rights of merchants, clean up unreasonable rules, improve the merchant appeal mechanism, and respond to reasonable demands of merchants in a timely manner. The market supervision department reminds that during the "618" period, consumers should consume rationally, protect their rights in accordance with the law, and promptly complain and report any illegal or irregular behavior to the market supervision department or relevant competent authorities, effectively safeguarding their legitimate rights and interests. (New Society)