个人信息保护视域下电商平台算法推荐策略的法律规制研究

Research on the Legal Regulation of E-Commerce Platform Algorithm Recommendation Strategy from the Perspective of Personal Information Protection

摘要: 电商平台算法推荐技术在提升交易效率的同时，也引发了个人信息保护等方面的法律挑战。当前法律框架在应对算法治理问题时呈现明显滞后性，表现为规范体系碎片化、监管手段不足以及司法救济困难等现实困境。算法推荐系统的技术复杂性导致用户知情权与选择权受到实质性削弱，而平台的数据收集与处理行为往往超出合理边界，加剧了隐私侵害风险。针对这些挑战，需要构建多层次的法律规制体系。立法层面应制定专门性规范，建立算法分级分类管理制度，明确高风险算法的备案与审查要求；监管层面需引入技术治理工具，如算法审计与动态风险评估，提升监管机构的专业能力；平台层面应强化合规义务，落实有限披露原则并完善内部问责机制；用户权利救济方面可探索举证责任倒置规则，并发展公益诉讼等多元化救济渠道。电商平台算法治理的完善不仅关乎消费者权益保护，更对数字经济的健康发展具有重要意义，通过法律规范与技术治理的协同，能够实现技术创新与权益保障的平衡，推动形成公平、透明的数字市场秩序。

Abstract: Algorithmic recommendation technology on e-commerce platforms has triggered legal challenges in the protection of personal information while enhancing transaction efficiency. The current legal framework is lagging behind in dealing with algorithmic governance, which is manifested in the fragmentation of the normative system, insufficient regulatory means and difficulties in judicial relief. The technical complexity of algorithmic recommendation systems leads to a substantial weakening of users’ right to know and right to choose, while the data collection and processing behavior of platforms often exceeds reasonable boundaries, exacerbating the risk of privacy infringement. In response to these challenges, a multi-level legal regulatory system needs to be constructed. At the legislative level, specialized norms should be formulated, an algorithm classification and management system should be established, and the filing and review requirements for high-risk algorithms should be clarified; at the regulatory level, technical governance tools such as algorithmic auditing and dynamic risk assessment should be introduced to enhance the professional capacity of regulatory agencies; at the platform level, compliance obligations should be strengthened, the principle of limited disclosure should be implemented, and the internal accountability mechanism should be perfected; and the reversal of the burden of proof can be explored in respect of user remedies. In terms of users’ rights relief, the reversal of the burden of proof can be explored, and diversified relief channels such as public interest litigation can be developed. The improvement of algorithmic governance of e-commerce platforms is not only related to the protection of consumers’ rights and interests, but also of great significance to the healthy development of the digital economy. Through the synergy of legal norms and technological governance, it can realize the balance between technological innovation and protection of rights and interests, and promote the formation of a fair and transparent digital market order.