跨境电商直播营销中的个人信息跨境风险及法律规制

Cross-Border Risks and Legal Regulations of Personal Information in Cross-Border E-Commerce Live Broadcast Marketing

摘要: 跨境电商直播营销的迅猛发展带来了个人信息跨境传输的新型法律挑战。《个人信息保护法》现有规定难以有效应对直播场景的特殊性，导致知情同意原则虚化、数据采集范围扩张等问题。跨境数据传输存在显著安全隐患，境外数据滥用更因司法管辖冲突导致维权困难。当前法律规制体系面临三重矛盾：国内评估机制与直播即时性的冲突、国际数据流动规则的差异、监管技术滞后于商业创新。为此，需要构建系统性解决方案：立法上应制定专门管理办法，建立动态同意机制；平台需采用隐私计算技术，完善全流程审计；国际层面可通过区域协定推动监管互认。跨境电商个人信息跨境传输的规制需要在创新发展与安全保障间寻求动态平衡。通过“精准治理”与“多边共治”相结合，构建适应数字经济时代的个人信息保护体系，这不仅关乎我国跨境电商产业的可持续发展，也将为全球数字治理提供重要借鉴。

Abstract: The rapid development of cross-border e-commerce live marketing has brought new legal challenges to the cross-border transmission of personal information. The existing provisions of the “Personal Information Protection Law” are difficult to effectively deal with the particularity of the live broadcast scene, resulting in the blurring of the principle of informed consent and the expansion of the scope of data collection. There are significant security risks in cross-border data transmission, and the abuse of overseas data has caused difficulties in safeguarding rights due to conflicts in judicial jurisdiction. The current legal regulation system faces three contradictions: the conflict between the domestic evaluation mechanism and live broadcast immediacy, the difference in international data flow rules, and the lag of regulatory technology behind business innovation. To this end, it is necessary to build a systematic solution: legislation should formulate special management measures and establish a dynamic consent mechanism; the platform needs to use privacy computing technology to improve the whole process audit; at the international level, regulatory mutual recognition can be promoted through regional agreements. The regulation of cross-border transmission of cross-border e-commerce personal information needs to seek a dynamic balance between innovation development and security. Through the combination of “precise governance” and “multilateral co-governance”, the construction of a personal information protection system adapted to the era of digital economy is not only related to the sustainable development of China’s cross-border e-commerce industry, but also provides an important reference for global digital governance.