If you preselect from A1 to bottom cell in column B, then you can apply the conditional format as:
=OR(AND(A1="EQ1",LEFT(B1,3)<>"HCC"),AND(A1="EQ2",LEFT(B1,3)<>"ABC"),AND(A1="EQ3",OR(LEFT(B1,3)<>"CDE",LEFT(B1,3)<>"FGE")))
The A1 and B1 will automatically adjust to the relative rows below.
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