数字平台差异化定价的法律规制

Legal Regulation of Differentiated Pricing of Digital Platform

数字平台凭借数据与技术优势对消费者实行差异化定价,本质上一种价格歧视。数字平台差异化定价表现出不同于传统线下交易的新特点,给现行法律规范体系带来新的挑战。针对我国实体法供给不足、诉讼主体缺位、举证责任过于严苛、算法权力规制空白等问题,为维护消费者合法权益与社会公共利益,可从加强实体法供给,严格信息处理行为、赋予消费公益组织公益诉讼权、在特定条件下采用举证责任倒置、建立严格的算法权力规制制度等方面入手,对数字平台差异化定价的泛滥趋势予以严厉控制。

Digital platforms implement differentiated pricing for consumers by virtue of data and technology advantages, which is essentially a kind of price discrimination. Digital platform differentiated pricing shows new characteristics different from traditional offline transactions, which brings new challenges to the current legal regulation system. In view of the insufficient supply of substantive law, the absence of Litigation Plaintiffs and the harsh burden of proof in China, in order to safeguard the legitimate rights and interests of consumers and social public interests, we can start from three aspects: strengthening the supply of substantive law, tightening information processing behavior, giving consumer public welfare organizations the right to commence public interest litigation, and reversing the burden of proof under specific conditions, We will strictly control the proliferation trend of differentiated pricing on digital platforms.