The new regulation "Interim Provisions on Combating Unfair Competition on the Internet" will come into effect on September 1, 2024, which explicitly prohibits false advertising such as "cashback for positive reviews". Violators will face high fines or revocation of their business license. At the same time, in response to the issue of malicious refunds, the "Regulations" require platform operators not to impose unreasonable restrictions on merchants in order to reduce buying and selling disputes. Large e-commerce platforms have actively responded to the new regulations, optimized refund functions, protected the rights of merchants and consumers, and promoted the healthy development of the digital economy.