电商平台算法歧视治理研究——基于消费者权益保护的展开

Research on the Governance of Algorithmic Discrimination in E-Commerce Platforms—Based on the Protection of Consumer Rights and Interests

摘要: 数字经济时代，电商平台凭借算法技术实现精准营销与个性化服务，但算法技术的滥用亦催生了以“大数据杀熟”为代表的算法歧视现象，严重侵害了消费者的知情权、公平交易权与个人信息自决权。算法的“黑箱”特性使消费者在举证、监管与法律适用层面陷入多维困境。当前我国已形成《中华人民共和国个人信息保护法》《中华人民共和国消费者权益保护法实施条例》《互联网平台价格行为规则》等多元规范体系，但总体上仍存在事前预防不足、透明度标准不清、举证责任分配失衡以及救济机制不畅等问题。对此，应以消费者权益保护为中心，构建“事前透明与审查–事中举证责任调整–事后公益救济强化”相衔接的治理体系，通过确立分级透明制度、强化差异化定价告知义务、引入举证责任倒置与过错推定、完善公益诉讼和算法审计机制，推动平台算法运行纳入透明、公平、可解释、可问责的法治轨道。

Abstract: In the digital economy era, e-commerce platforms leverage algorithmic technologies to achieve precision marketing and personalized services. However, the misuse of algorithmic technologies has given rise to algorithmic discrimination phenomena, such as “big data price discrimination”, severely infringing upon consumers’ rights to information access, fair transactions, and personal data autonomy. The “black box” nature of algorithms has created multidimensional challenges for consumers in evidence presentation, regulatory oversight, and legal application. China has established a multi-tiered regulatory framework including the Personal Information Protection Law of the People’s Republic of China, Implementing Regulations of the Consumer Rights Protection Law of the People’s Republic of China, and Internet Platform Pricing Behavior Rules. Nevertheless, systemic issues persist such as inadequate preventive measures, ambiguous transparency standards, imbalanced burden of proof allocation, and inefficient redress mechanisms. To address these challenges, a governance system centered on consumer rights protection should be constructed, integrating “pre-event transparency and review mechanisms, mid-event evidence burden adjustments, and post-event enhanced public interest remedies”. This requires establishing tiered transparency systems, strengthening differentiated pricing disclosure obligations, introducing burden-of-proof reversal and fault presumption mechanisms, and improving public interest litigation and algorithm audit frameworks to ensure platform algorithms operate within transparent, equitable, explainable, and accountable legal frameworks.