算法个性化定价的法律规制

Legal Regulation of Personalized Pricing Algorithm

摘要: 通过解构个性化定价的运作机制，发现个性化定价的本质是对个人信息的违规处理以及对定价算法的滥用。基于此，《个人信息保护法》第二十四条第一款提出了形式控制与实质控制两个规制手段，形式控制要求对个人信息的强保护和对定价算法的强监管。但并非所有的个性化定价都具有违法性，因此该条款还提出了结果合理的实质控制标准，以弥补形式控制和“一刀切”监管方式的不足，平衡互联网平台与消费者之间的利益。近年来，虽然相关文件的出台细化了实质控制的认定标准，但合理作为法律术语中可解释空间较为宽泛的描述性概念，事实上仍具有较大的不确定性，需要在立法与司法的互动过程中进一步廓清个性化定价结果合理的法律含义。

Abstract: By deconstructing the operation mechanism of personalized pricing, it is found that the essence of personalized pricing is the illegal treatment of personal information and the abuse of pricing algorithm. Based on this, the first paragraph of Article 24 of the Personal Information Protection Law puts forward two regulatory means: formal control and substantive control. Formal control requires strong protection of personal information and strong supervision of pricing algorithms. However, not all personalized pricing is illegal, so this clause also puts forward the substantive control standard with reasonable results to make up for the deficiency of formal control and “one-size-fits-all” supervision and balance the interests between the Internet platform and consumers. In recent years, although the relevant documents have been issued to refine the identification standard of substantive control, rationality, as a descriptive concept with a wide interpretable space in legal terms, still has great uncertainty in fact, and it is necessary to further clarify the legal meaning of the rationality of personalized pricing results in the process of interaction between legislation and justice.