电商营销中默认选择的应用及法律规制

Default Selection in E-Commerce Marketing and Legal Regulation

摘要: 数字经济时代，网络交易已成为主流的流通和消费方式。“默认选择”策略因低成本、高成效被电子商务经营者广泛应用，但其通过默认勾选附加服务、自动续费及个人信息授权等方式，对消费者知情权、自主选择权构成侵害。本文首先梳理了默认选择在电商领域中的应用实践，在此基础上分析了在规制方面面临法律体系碎片化与规则模糊、责任认定与归责原则不清晰、消费者维权受阻与监管执行不足等诸多挑战，并进一步提出应通过明晰规则界定、合理归责、优化维权机制、强化监管执行等路径完善，以期切实维护消费者的知情权、自主选择权与公平交易权，同时引导电商行业规范发展，营造健康有序的数字消费环境，推动我国数字经济持续高质量发展。

Abstract: In the era of digital economy, online transactions have become the mainstream mode of circulation and consumption. The “default selection” strategy is widely used by e-commerce operators due to its low cost and high efficiency. However, it infringes on consumers’ right to be informed and their right to make autonomous choices by defaulting additional services, automatic renewal, and personal information authorization. This paper first reviews the application practice of default selection in the field of e-commerce. On this basis, it analyzes the challenges faced in regulation, such as fragmented legal systems and vague rules, unclear identification of responsibilities and attribution principles, obstacles to consumer rights protection, and insufficient regulatory enforcement. It further proposes that these issues should be addressed through clear rule definition, reasonable attribution, optimization of rights protection mechanisms, and strengthening of regulatory enforcement, with the aim of effectively protecting consumers’ right to be informed, right to make autonomous choices, and right to fair trade. At the same time, it guides the standardized development of the e-commerce industry, creates a healthy and orderly digital consumption environment, and promotes the sustained and high-quality development of China’s digital economy.