大数据时代下算法价格歧视的反垄断法规制

On Anti-Monopoly Regulations for Algorithm Price Discrimination in Big Data Era

大数据时代下,算法等技术的进步使得价格歧视现象更加突出。通过这种有利可图的战略,企业可以精准衡量个体最高支付意愿,进而为每位消费者裁制价格,消费者难以避免为产品或服务支付个性化定价,这颠覆了反垄断法通过促进市场竞争所确保的消费者和生产者间特定的财富分配模式。为了克服算法价格歧视的潜在威胁,竞争执法机构有必要进行大数据价格监管。同时,应将价格歧视实施主体放宽至市场优势地位者,这种调整更符合现实需求,也能够有效规避不必要的市场支配地位界定难题。此外,立法上应明确间接购买者反垄断私人诉讼原告资格,以切实保护算法价格歧视受害者的权益。

In the era of big data,advances in algorithms and other technologies have made price discrimination more effective.Through this profitable strategy,companies can accurately measure the individual’s highest willingness to pay,and then cut the price for each consumer;while it is difficult for consumers to avoid paying personalized pricing for products or services.This model subverts the specific wealth distribution between consumers and producers that the antitrust law ensures by promoting market competition.In order to minimize the potential harm by algorithmic price discrimination,it is necessary for competition law enforcement agencies to regulate big data prices.At the same time,the subject of price discrimination should be relaxed to the market’s dominant position.This adjustment is more in line with the actual needs,and can effectively avoid the problem of defining the unnecessary market dominance.In addition,the legislation should clarify the indirect purchaser’s anti-monopoly private litigation plaintiff qualification,which can effectively protect the rights and interests of the victims in the algorithm price discrimination.