论电子商务中的消费者个人信息保护——以电商平台保护为视角

On the Protection of Consumers’ Personal Information in E-Commerce—From the Perspective of E-Commerce Platforms’ Protection

摘要: 数字经济时代，信息和数据成为推动电商领域经济增长的重要因素。与此同时，电子商务领域消费者个人信息保护方面的问题也日益凸显，主要包括：“告知–同意”规制存在适用困境、敏感个人信息保护不足以及大数据“杀熟”行为侵害消费者合法权益。针对以上消费者个人信息保护方面的不足与疏漏，可以从电商平台的隐私政策、算法披露、内部管理等方面进行优化，通过提高平台隐私政策的透明度、建立电商平台算法披露与评估制度、加强平台内部管理来完善电商平台的消费者个人信息保护体系，从而促进电商行业的健康可持续发展。

Abstract: In the era of digital economy, information and data have become important factors driving economic growth in the e-commerce sector. At the same time, issues related to the protection of consumer personal information in the field of e-commerce are becoming increasingly prominent, mainly including difficulties in the application of the “informed consent” regulation, insufficient protection of sensitive personal information, and the infringement of consumers’ legitimate rights and interests by big data price discrimination behavior. In response to the shortcomings and omissions in the protection of consumer personal information mentioned above, optimization can be carried out from the aspects of privacy policies, algorithm disclosure, and internal management of e-commerce platforms. By improving the transparency of platform privacy policies, establishing an algorithm disclosure and evaluation system for e-commerce platforms, and strengthening internal management, the consumer personal information protection system of e-commerce platforms can be improved, thereby promoting the healthy and sustainable development of the e-commerce industry.