论自动化决策方式直接营销的个人信息法律基础

The Legal Basis of Automated Decision-making Mode of Direct Marketing in the Perspective of Personal Information Processing

《个人信息保护法》第24条第2款是极具中国特色的调整自动化决策方式直接营销的法律规范。该条款不但在该法条内部而且在整个个人信息保护法内都具有相当的独立性;它形成了特殊的仅仅针对自动化决策方式直接营销的法律调整规则,使自动化决策方式直接营销作为个人信息处理的法律基础有了重大变革,“个人的同意”不再构成自动化决策方式直接营销的法律基础,与非自动化决策方式的直接营销以“取得个人的同意”作为法律基础的一般性要求形成鲜明对比。该款所蕴含的拒绝权,不是对自动化决策方式的拒绝,而是对整个直接营销的彻底拒绝,与同款对自动化决策方式的拒绝,也即对“不针对其个人特征的选项”的选择权形成对照。

The second paragraph of article 24 of the Personal Information Protection Law is a Chinese characteristic of the adjustment of automatic decision-making mode of direct marketing legal norms.This clause has considerable independence not only in the specification of this article but also in the whole personal information protection law.It forms a special legal adjustment rule only for the direct marketing of automated decision-making mode,and makes a major change in the direct marketing of automated decision-making mode as the legal basis for personal information processing.And in contrast to the general requirement of“obtaining the consent of the individual”as the legal basis for direct marketing laws regulating non-automated decision-making methods,“personal consent”no longer constitutes the legal basis for direct marketing of automated decision-making mode.The right of refusal implied in this paragraph is not a rejection of automated decision-making,but a total rejection of direct marketing as a whole,in contrast to the rejection of automated decision-making in the same paragraph,that is,the choice of“options not tailored to their personal characteristics”.