数字经济中个性化定价的法律规制

Legal Regulation of Personalized Pricing in Digital Economy

数字经济中企业可以更加容易地对消费者实施个性化定价。个性化定价的本质是基于三级价格歧视的细分,接近一级价格歧视。个性化定价的经济效果较为复杂,对其进行规制要充分衡量社会福利、消费者福利和企业福利,不能因其可能存在不当行为而完全禁止。目前,企业大规模实施个性化定价的主要障碍在于消费者对个性化定价的价格公平感知及其背景下的反应等。在中国的法律体系下,个性化定价原则上不被反对,其规制路径主要有三:一是个人信息保护方面,企业利用个人数据进行个性化定价应遵守《中华人民共和国个人信息保护法》关于个人同意和自动化决策的规定;二是市场竞争秩序维护方面,《中华人民共和国反垄断法》侧重的是个性化定价的整体效果,其规制重点是企业通过算法达成的反垄断协议和滥用市场支配地位对交易相对人实行差别待遇的行为;三是公平交易和消费者权益保护方面,《中华人民共和国价格法》等法律法规中关于价格欺诈、价格歧视等的规定,并非个性化定价的真正障碍。为了保护消费者的权益,个性化定价的规制方向应是强化企业的信息提供义务,如规定遗漏性误导。

In the digital economy,enterprises can more easily apply personalized pricing to consumers.The essence of personalized pricing is based on the segmentation of third-degree price discrimination,which is close to the first-degree price discrimination.The economic effects of personalized pricing are complex,and its regulation needs to adequately measure social welfare,consumer welfare and corporate welfare,and cannot be completely prohibited because of its potential misconduct.Currently,the main obstacle for the enterprises to implement personalized pricing on a large scale lies in the consumers’price fairness perception and their reaction in the context of personalized pricing.Under China’s legal system,personalized pricing is not opposed in principle,and there are three main paths to its regulation.First,with regard to personal information protection,enterprises using personal data for personalized pricing should comply with the provisions of the Personal Information Protection Law of the People’s Republic of China regarding personal consent and automated decision-making.Second,in terms of maintaining the competitive order of the market,the Antimonopoly Law of the People’s Republic of China focuses on the overall effect of personalized pricing,and its regulation is centered on the anti-monopoly agreements reached by enterprises through algorithms and the abuse of dominant market position to impose differential treatment on trading counterparts..Third,as for fair trade and consumer rights protection,the Price Law of the People’s Republic of China and other laws and regulations on price fraud and price discrimination are not real obstacles to personalized pricing.In order to protect the rights and interests of consumers,the regulation of personalized pricing should be to strengthen the obligation of enterprises to provide information,such as the provision of missing misrepresentation.