电商平台数据隐私保护的反垄断法规制研究

Research on Anti-Monopoly Regulation of Data Privacy Protection in E-Commerce Platforms

摘要: 在电商经济中，数据已成为平台构建市场力量的核心要素。大型电商平台通过“零价格服务”换取用户数据，形成“市场支配力–数据控制力”的循环强化机制。在此过程中，平台可能通过降低隐私保护水平来过度获取用户数据，使得数据隐私从传统的人格权属性延伸为非价格竞争要素，消费者福利的内涵亟待从“价格中心”向涵盖隐私、质量等多元维度拓展。将数据隐私纳入反垄断分析具有法理正当性，但在市场界定、支配地位认定等方面仍面临方法困境。应通过引入多种替代工具、构建隐私损害量化基准等路径，在恪守反垄断法谦抑性原则的基础上，实现竞争政策与隐私保护的制度协调，为构建公平、可信的电商市场竞争生态提供保障。

Abstract: In the e-commerce economy, data has become a core element of platform building market power. Large e-commerce platforms exchange user data through “zero-price services”, forming a circular strengthening mechanism of “market dominance-data control”. In this process, the platform may over-obtain user data by reducing the level of privacy protection, so that data privacy extends from the traditional personality rights attribute to a non-price competition factor, and the connotation of consumer welfare urgently needs to be expanded from the “price center” to cover multiple dimensions such as privacy and quality. The inclusion of data privacy in antitrust analysis has legal justification, but it still faces methodological difficulties in market definition and dominant position determination. Through the introduction of a variety of alternative tools and the construction of quantitative benchmarks for privacy damage, the institutional coordination of competition policy and privacy protection should be realized on the basis of abiding by the principle of modesty of the anti-monopoly law, so as to provide a guarantee for building a fair and credible e-commerce market competition ecology.