电商平台个性化推荐的民法规制

Civil law regulation on personalized recommendation of e-commerce platforms

随着算法技术的发展,电商平台广泛运用个性化推荐进行精准营销,有效解决了大数据时代消费者面对大量的商品和服务产生的信息过载问题,但在运用个性化推荐实践中也存在一些问题。为规范个性化推荐拒绝权的适用,保障消费者的合法权利,应进一步细化个性化推荐拒绝权的法律适用,规范电商平台行为,重点关注对未成年消费者的特殊保护。

With the development of algorithm technology,e-commerce platforms widely use personalized recommendation for precise marketing,effectively solving the problem of information overload encountered by consumers who are exposed to a large number of products and services in the era of big data.However,there still exist problems of e-commerce platform in the practice of using personalized recommendation.To standardize the application of the right to refuse personalized recommendation and protect the legitimate rights of consumers,it is necessary to further refine the legal application of the right of refusal in personalized recommendation,regulate the behavior of e-commerce platforms,and focus on special protection for underage consumers.