大数据“杀熟”视域下的消费者权益的保护

Protection of Consumers’ Rights and Interests from the Perspective of Big Data “Killing”

摘要: 关于大数据“杀熟”的性质，许多学者将他认为是一种算法歧视行为。大数据“杀熟”行为不符合传统的商业道德，在一定程度上也违背了公序良俗原则，而且会侵害消费者合法权益。关于我国如何规制大数据“杀熟”行为，存在的现行法律难以直接适用、消费者举证困难、消费者个人数据保护力度不足等问题。要想使大数据“杀熟”行为得到更好的规制，首先必须建立健全相关的立法，明确大数据“杀熟”的法律性质、在大数据“杀熟”领域实行举证责任倒置、引入美欧为实现对算法歧视的控制而采取的法律方法。保障大数据产业和电商市场的健康可持续发展态势，切实的维护在市场经济中处于弱势一方的消费者的合法权益。

Abstract: About the big data to charge a loyalty penalty, the theoretical world generally thinks that he is one kind of algorithm discrimination behavior. In the context of law, algorithmic discrimination refers to “First-class price discrimination”, which is based on data and information analysis technology. To some extent, it also violates the principles of public order and good customs, and it will infringe on the legitimate rights and interests of consumers. There are many problems in how to regulate big data to charge a loyalty penalty in our country, e.g. the illegality judgment is vague, the consumers have difficulty in giving evidence, the law does not provide a complete basis for the right of claim and so on. If we want to make big data to charge a loyalty penalty behavior get better regulation, we must first establish and improve the relevant legislation, clarify the legal nature of big data to charge a loyalty penalty, introduce Reversing of burden in the field of big data to charge a loyalty penalty, and introduce legal approaches adopted by the US and Europe to achieve control over algorithmic discrimination, safeguard the healthy and sustainable development of big data industry and e-commerce market, and safeguard the legitimate rights and interests of consumers who are on the weak side in the market economy.