论电商平台个性化广告推荐中个人信息保护的法律风险规制

On the Legal Risk Regulation of Personal Information Protection in Personalized Advertising Recommendation on E-Commerce Platforms

摘要: 随着大数据和人工智能技术的飞速发展，电子商务平台个性化推荐算法提高了广告营销的精准度，为电商平台带来巨大的经济效益，但也存在过度收集和滥用消费者个人信息数据的问题，使消费者遭遇电话骚扰与电信诈骗、信息茧房、算法歧视等个人信息保护危机。实践中，告知同意规则的适用异化、消费者拒绝权的行使障碍以及个人信息保护与商业利用之间的冲突使得规制电子商务平台个性化推荐给个人信息保护带来的法律风险存在困境。因而，完善告知同意规则以保障消费者的知情权与选择权、加强消费者拒绝权建设、平衡电商平台个人信息保护与商业利用的冲突对保护个人信息权益和推动电商平台的持续创新发展具有重要价值。

Abstract: With the rapid development of big data and artificial intelligence technology, personalized recommendation algorithms on e-commerce platforms have improved the accuracy of advertising and marketing, bringing huge economic benefits to e-commerce platforms. However, there are also problems with excessive collection and abuse of consumer personal information data, causing consumers to face personal information protection crises such as phone harassment, telecommunications fraud, information cocoons, and algorithmic discrimination. In practice, the alienation of the application of the consent rule, obstacles to the exercise of consumer refusal rights, and conflicts between personal information protection and commercial utilization make it difficult to regulate the legal risks brought by personalized recommendations on e-commerce platforms for personal information protection. Therefore, improving the rules of informed consent to protect consumers’ right to information and choice, strengthening the construction of consumer refusal rights, and balancing the conflict between personal information protection and commercial utilization on e-commerce platforms are of great value for protecting personal information rights and promoting the sustainable innovation and development of e-commerce platforms.