Recently, the Lanshan District Price Bureau of Linyi City, Shandong Province received a report, reporting that it said that it purchased a "Silver Bracelet 999 Sterling Silver Women's Japanese and Korean Version Simple Glossy Birthday Gift Opening Silver Bracelet Engraving" in a Tmall Online Store. On the sales page, the page is marked: the price is 520.00 yuan (stripped from the horizontal bar), and the promotion price is 279 yuan. The whistleblower reported that he was attracted by the description of the product price and placed an order to purchase the product and paid for the transaction. After the transaction, it was found through inquiry that the transaction price of the product was 279 yuan seven days ago. The whistleblower believed that the online store violated the relevant provisions of the Price Law and constituted price fraud.
After receiving the report, the Lanshan District Price Bureau quickly inspected the sales price of the online store. After investigation, the "Silver Bracelet 999 Sterling Silver Women's Japanese and Korean Version Simple Glossy Birthday Gift Opening Silver Bracelet Engraving" purchased by the reporter was marked with a price of 520.00 yuan (straight-bar cut). This price is the manufacturer's guide price given by the manufacturer based on the cost of raw materials and the counter price for offline sales. 279 yuan is the promotion price of the company's online store, but on the product sales transaction page, it is marked with 520 yuan (straight-bar cut cut), and the promotion price is 279 yuan. At the same time, there is the actual transaction price and the comparison. Price, the page does not explain the meaning of the "lined price" of 520 yuan, and does not indicate the meaning of the price being compared. The online store violated Article 4 of the "Notice of the National Development and Reform Commission on Interpretation of the Relevant Articles of the "Regulations on the Prohibition of Price Fraudulent Acts", and in accordance with the "Price Law", "Regulations on Administrative Penalty for Price Violations", "Several Provisions on Standardizing Administrative Penalty Rights" and other relevant laws and regulations, the online store was ordered to correct the above-mentioned price violations immediately, and issued the "Administrative Penalty Decision" and imposed an administrative penalty of 5,000.00 yuan. The online store has now marked and explained it on the sales page and ensures that all company promotional products will be explained accordingly in the future to prevent similar price marks.
The above cases are revealed as follows:
Online store retailers must explain the source and source of the product's "line price", such as the "line price" marked by the product is the tag price, counter price, manufacturer's guide price or suggested retail price of the product, and at the same time are responsible for the authenticity, accuracy and legality of the "line price" marked by the product.
Carry out special rectification activities on clear pricing of online merchants’ goods and services. Special rectification will be carried out on price violations such as inaccurate price tags, untimely updates of price changes, incomplete price tags, and fictitious original prices, and serious investigations and punishments on price violations such as misleading and deceiving consumers by using price tags, and cracking down on price fraud.
Strengthen publicity and advocate price integrity. Through the news media, online store retailers are clearly promoted in real price, advocate price integrity, eliminate price fraud, improve operators' awareness of price self-discipline and consumers' awareness of self-protection, and consciously regulate and supervise price tagging behavior. Carry out the creation of "clear price and honest price" activities and promote clear price.
(Zhao Liming, Price Bureau, Lanshan District, Linyi City, Shandong Province)
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