浅论数据确权背景下网络营销的合法边界

A Brief Discussion on the Legal Boundaries of Online Marketing under the Background of Data Ownership

摘要: 在数据产权“三权分置”框架落地以及《数据安全法》《个人信息保护法》深入施行的背景当中，第三方数据共享已然成为网络营销领域里精准触达用户提升效率的关键模式。在网络营销实践中“新浪微博诉脉脉”案所确立的“三重授权”原则遭遇诸多适用难题，诸如用户授权有效性模糊，平台授权边界不清晰数据流转权责出现脱节等情况。这不仅导致企业合规风险大幅加剧，而且对用户信息权益造成了侵害，在网络营销中第三方数据共享用于营销，是个典型疑难场景。本文围绕“三重授权”原则，把电商经济领域核心期刊文献同司法案例相结合，深入分析原则适用困境，构建具有针对性的合法边界体系与解决策略。这为网络营销中第三方数据共享的合规实践，给予理论支撑与操作指引。

Abstract: Amid the full implementation of the Data Security Law and the Personal Information Protection Law, and the rollout of the “three-right split” regime for data property, third-party data-sharing has become the pivotal tool for precision targeting and efficiency gains in online marketing. In practice, however, the “triple-consent” rule forged in Weibo v. MaiMai is colliding with serious friction: the validity of user consent is blurred, the scope of platform consent is undefined, and data-flow responsibilities are decoupled. These gaps sharply raise corporate-compliance risk and erode users’ information rights. Focusing on marketing-oriented third-party data-sharing—the most contentious scenario—this paper uses the triple-consent rule as its axis, synthesizes core e-commerce journal literature with leading court decisions, dissects the rule’s operational dilemmas, and constructs a tailored legitimacy-boundary system plus remedial strategies, offering both theoretical grounding and a practical playbook for compliant data-sharing in online marketing.