电商精准广告投放中个人信息保护的路径研究

Research on Personal Information Protection in Targeted Advertising for E-Commerce

摘要: 电商精准广告投放依托大数据与算法技术实现了营销效能，却也引发了个人信息非法收集、二次侵害等多重权益危机。我国《个人信息保护法》《数据安全法》等立法虽已构建基本的保护框架，但在电商司法实践中仍存在法律属性界定模糊、分级保护滞后、“告知–同意”机制形式化及第三方流转监管缺失等问题。本文立足最新立法实践，融合计算机科学、经济学分析视角并借鉴域外经验，提出构建“风险评估 + 类型化保护”的双重机制，通过完善电商“个性化协议”优化权利保障模式，落实“用者有其责”的全链条追责机制，并引入多元共治体系，力求实现电商的商业价值与个人信息权益保护的动态平衡，为数字经济时代个人信息保护的法学理论研究提供深化思路。

Abstract: Precision advertising in e-commerce leverages big data and algorithmic technologies to enhance marketing effectiveness, yet it has also triggered multiple crises, such as illegal collection of personal information and secondary infringement. Although China’s “Personal Information Protection Law” and “Data Security Law” have established a basic protective framework, judicial practice in e-commerce still faces issues including ambiguous legal characterization, lagging tiered protection, formalistic “notice-and-consent” mechanisms, and inadequate oversight of third-party data transfers. This paper, grounded in recent legislative developments, integrating perspectives from computer science and economics and drawing on international experiences, proposes establishing a dual mechanism of “risk assessment + typified protection”. It advocates refining e-commerce “personalized agreements” to optimize rights safeguarding models, implementing a full-chain accountability mechanism based on the principle of “responsibility lies with the user”, and introducing a multi-stakeholder governance system. These measures aim to achieve a dynamic equilibrium between e-commerce’s commercial value and the protection of personal information rights, thereby providing insights for further research into the legal theory of personal data protection in the digital economy era.