定向推送的原理、法理与治理

Principles,Jurisprudence,and Governance of Personalized Recommendation

定向推送在提高信息处理效率的同时,也限制了人类的主体性和意志自由,并带来了道德、隐私、公平等一系列问题。目前我国对于定向推送的治理主要依靠行业自律,尚未在法律层面施加较多干预,但实践状况不容乐观,近半数网络应用无法退出定向推送。因此,需要通过法律赋予用户退出定向推送的权利,在区分非个人信息、个人一般信息、个人敏感信息,以及各种讯息与广告的基础上,建立选择加入与选择退出相结合的定向推送退出机制。

Although personalized recommendation improves the efficiency of information processing,it limits human subjectivity and free will as well as brings about a series of problems concerning morality,privacy,fairness,and the like. At present,the governance of personalized recommendation in China mainly depends on industry self-discipline with little legal intervention;but the practical situation is not optimistic: nearly half of web applications do not have a channel to exit personalized recommendation.Therefore,it is necessary to empower users the legal right to withdraw from personalized recommendation,and to establish a personalized recommendation exit mechanism with the combination of opt-in and optout on the basis of distinguishing non-personal information,personal general information,personal sensitive information,and messages and advertisements.