法学院知识库

   在平台经济的背景下，互联网与数据分析、处理技术的普遍应用和深度融合，激发了商业繁荣和竞争潜能的同时，也加深了经营者和消费者之间信息不对称的鸿沟。网络经营者通过大数据技术收集消费者的个人信息数据，利用算法对消费者描绘含有个人特征的“用户画像”,并借此实施大数据价格歧视行为。大数据价格歧视行为的本质问题在于网络经营者过度收集和滥用消费者的个人信息数据，不仅侵犯了消费者的知悉真情权、公平交易权，还扰乱了市场经济秩序。因此，我们需要对此种不良行为进行法律规制，将其纳入法治化轨道。

   本文从大数据价格歧视的相关基础理论入手，对我国大数据价格歧视的法律规制现状进行分析，考察、比较域外国家的规制经验，发现我国规制大数据价格歧视行为中存在立法、执法、司法、守法以及技术治理等困境。针对这些规制困境，提出相应的破解路径。具而言之，第一，在立法层面，完善大数据价格歧视的立法，主要在于适当扩宽《反垄断法》中的主体范围、改良“反竞争效果”的衡量方式，将其纳入《反垄断法》适用范围内。第二，在执法层面，明确大数据价格歧视的监管部门，强化行政部门对网络经营者的监管力度，丰富行政执法中监管措施，推动行政部门执法水平的提高。第三，在司法层面，对构建大数据价格歧视行为的双轨问责制以及合理分配举证责任，有助于缩小消费者和经营者的诉讼差距。第四，在守法层面上，建立“大数据价格歧视”的行业自律格局，加强消费者维权意识。第五，在技术治理方面，建立大数据算法技术的法治新模式，规制大数据价格歧视行为得以实现的技术路径，降低法律实施成本。

In the era of platform economy, the wide application and deep integration of the Internet and data processing technology have not only stimulated the business prosperity and the potential of competition mechanism, but also deepened the gap of Information asymmetry between operators and consumers. Operators collect the personal information and behavior habits of consumers through big data technology, and use algorithms to depict consumer’s User portrait with personal characteristics, and then carry out price discrimination to consumers. The essence of the behavior is the excessive collection and misuse of consumers’ personal data by Internet operators, which infringes not only consumers’ right to know the truth and fair trade, but also disrupted the order of the market economy. Therefore, it is necessary for us to regulate big data price discrimination, improve the relevant laws, and bring it into the orbit of rule of law.

Starting with the basic theory of big data price discrimination, this paper analyzes the status quo of the legal regulation of big data price discrimination in China, and reviews and compares the regulatory experiences of foreign countries, the difficulties in legislation, law enforcement, judicature, law-abiding and technology governance in regulating the behavior of big data price discrimination in our country are obtained. In the light of these regulatory dilemmas, the corresponding solutions are proposed. In particular, first, on the legislative level, it mainly lies in appropriately widening the scope of subject in the anti-monopoly law and improve the measurement method of “Anti-competitive effect”, bring it into the scope of application of the antitrust law. Second, at the level of law enforcement, we should make clear the supervision departments of big data price discrimination, to strengthen the supervision of network operators by administrative departments and enrich the supervision measures in administrative law enforcement, so as to promote the improvement of law enforcement level of administrative departments. Third, in the judicial level, At the judicial level, constructing the double-track responsibility system of big data price discrimination and reasonable distribution of burden of proof can help narrow the litigation gap between consumers and operators. Fourth, on the law-abiding level, establish “Big data price discrimination” industry co-governance pattern and strengthen the consciousness of protecting consumers’ rights. Fifthly, in the aspect of technology governance, we should establish a new mode of rule of law of big data algorithm technology, regulate the technology path that big data price discrimination can be realized, and reduce the cost of law implementation.