In order to urge and guide online trading platform operators to fulfill their compliance management responsibilities, safeguard the legitimate rights and interests of small and micro operators and consumers within the platform, the Municipal Market Supervision Bureau recently released the "Compliance Guidelines for Service Agreements and Trading Rules of Online Trading Platform Operators", "Compliance Guidelines for Information Disclosure and Disclosure of Online Trading Platform Operators", and "Compliance Guidelines for the Management of Prohibited and Restricted Goods of Online Trading Platform Operators". The guidelines state that platforms shall not fabricate, modify, delete, or block consumer evaluation information. According to the requirements of the "Compliance Guidelines for Service Agreements and Trading Rules of Online Trading Platform Operators", online trading platform operators shall verify and register the identity, address, contact information, administrative license and other subject information of operators who apply to enter the platform to sell goods or provide services, establish registration files, and verify and update them at least once every six months. Encourage online trading platform operators to evaluate, publicize, and classify the credit status of operators within the platform based on complaints and reports, illegal and irregular handling, consumer credit evaluations, and other situations. The reporter noticed that the guidelines protect consumers' genuine evaluations. According to the guidelines, operators of online trading platforms are not allowed to fabricate, modify, delete, or block consumer evaluation information; It is not allowed to use misleading methods such as placing positive reviews before negative reviews. In addition, in order to protect consumers' personal information, the guidelines stipulate that online transaction operators shall not use methods such as one-time general authorization, default authorization, bundling with other authorizations, or stopping installation and use to force or indirectly force consumers to agree to the collection and use of information that is not directly related to business activities. The collection and use of sensitive information such as personal biometric, medical and health, financial accounts, and personal movements shall require the individual consent of the consumer. Disregarding consumer preferences, the high-frequency push of marketing messages is endless. What should we do? According to the guidelines, commercial information shall not be sent to consumers without their consent or request. When sending commercial information, the true identity and contact information should be clearly stated, and consumers should be provided with a clear, convenient, and free way to refuse to continue receiving. If consumers explicitly refuse, they should immediately stop sending and not resend under a different name. Five days before automatic renewal, remind "virtual people" that live streaming sales should have prominent markings. According to the requirements of the "Compliance Guidelines for Information Disclosure and Disclosure of Network Trading Platform Operators", virtual images displayed using technologies such as artificial intelligence, digital vision, virtual reality, and speech synthesis for online live streaming marketing should be prominently labeled. In addition, if online trading platform operators engage in self operated business on their platforms, they should clearly distinguish and label the self operated business from the business carried out by operators within the platform, and shall not mislead consumers. At the same time, search results for goods or services should be displayed to consumers in various ways based on their price, sales volume, credit, etc; For products or services ranked through bidding, they should be prominently labeled as "advertisements". In order to provide consumers with a clear understanding of bundled goods, the guidelines suggest that online transaction operators who bundle goods or services directly or offer multiple options to consumers should prominently remind them to pay attention. If multiple options are provided, no option for bundled goods or services shall be set as the default consent of the consumer, and no option selected by the consumer in previous transactions shall be set as the default choice of the consumer in subsequent independent transactions. In order to prevent consumers from being "automatically renewed" without their knowledge, the guidelines suggest that if online trading platform operators provide services through automatic extension, automatic renewal, or other methods, they should remind consumers in a prominent way five days before the service is accepted and the automatic extension, automatic renewal, or other dates, and allow consumers to choose independently. They should not default to selecting, forcibly bundle, or restrict the cancellation of automatic deduction functions; During the service period, consumers should be provided with significant and convenient options to cancel or change at any time, and no unreasonable fees shall be charged. The list of prohibited or restricted goods should be standardized and publicly disclosed. The "Compliance Guidelines for the Management of Prohibited and Restricted Goods for Operators of Online Trading Platforms" proposes that operators of online trading platforms should develop a list of content related to prohibited and restricted goods, and establish standards for the scope of goods that are not allowed to be live streamed and sold, and publicize them; At the same time, encourage online trading platform operators to introduce the "mysterious buyer" system during the sampling process, and comprehensively implement the management of prohibited and restricted goods. If the operator of an online trading platform takes warning, suspension, or termination measures against the illegal activities of the platform's operators in prohibiting and restricting sales, it shall be publicly announced within one working day from the date of making the decision to take the measures, stating the name of the online store of the platform's operator, the illegal behavior, the handling measures, and other information. (New Society)