以反垄断法框架规制“个性化定价”行为之反思

Reflections on the Regulation of Personalized Pricing by the Framework of Anti⁃monopoly Law

“个性化定价”现象近些年来成为社会关注的焦点,纳入反垄断框架对其进行规制,可能存在规制范围上的局限性、对价格合理性判断难度较高、“交易相对人”概念的内涵与外延不明确等问题。纳入反不正当竞争法对其进行规制,可能存在上位法依据缺失等问题。对个性化定价行为的规制可以从以下方面考量:第一,从个性化定价算法的定价机制着手,提高算法透明度,审查定价算法中决定价格的因素是否合理合法;第二,从实践中被归类于“大数据杀熟”的案件来看,还可以从规制经营者欺诈性或者误导性行为入手,适用民事法律中的诚实信用原则;第三,在制度设计中应当考量经营者的经营自主权等合法权益,避免对市场造成不恰当的干预。

The phenomenon of“Personalized Pricing”has become the focus of attention in recent years.While using the anti-monopoly framework to regulate this phenomenon may have such problems as limitation in the scope of such regulation,high difficulty in judging the reasonableness of price,and ambiguity in the connotation and extension of the concept of“transaction counter-party”,regulating it with the Anti-unfair Competition Law may still go into trouble for the lack of the basis of higher-level law.As an alternative,we can try to examine whether the factors that determine the price are reasonable and legal from the pricing mechanism of the personalized pricing algorithm.By analyzing the“Personalized Pricing”cases in practice,the principle of good faith in civil laws can be implemented to deal with such problem by regulating the fraudulent or misleading behaviors of operators.It shall be noted that the legitimate rights and interests of business operators shall also be taken into consideration to avoid improper intervention in the market.