电商平台个性化算法推荐法律规制研究

A Study on the Legal Regulation of Personalized Algorithm Recommendations in E-Commerce Platforms

摘要: 数字经济时代下，数据价值凸显，电商平台为提高交易效率，广泛运用个性化算法推荐，但因算法特性与平台逐利性，导致用户信息自决权被架空、隐私泄露、“大数据杀熟”、破坏公平竞争等风险。虽《个人信息保护法》等进行了原则性规定，仍面临规制滞后、监管乏力等问题。为此，需从强化用户权利保障、明确平台义务、优化算法监管入手，实现算法技术与权益保护的平衡。

Abstract: In the era of digital economy, the value of data is prominent, and e-commerce platforms widely use personalized algorithm recommendations to improve transaction efficiency, but due to the characteristics of algorithms and the profit-seeking nature of the platform, it leads to risks such as overriding users’ information self-determination, privacy leakage, “big data killing”, and undermining fair competition. Although the Personal Information Protection Law and other provisions have been made in principle, they still face problems such as lagging regulation and weak supervision. To this end, it is necessary to strengthen the protection of user rights, clarify platform obligations, optimize algorithm supervision, build a multi-collaborative governance system, and achieve a balance between algorithm technology and rights protection.