电商平台“大数据杀熟”的法律规制

Legal Regulation of “Big Data Killing” on E-Commerce Platforms

“大数据杀熟”是指互联网经营者利用数据算法,分析消费者的支付习惯、收入水平、行为偏好等信息,将同一商品或服务对不同用户差异化定价,谋取不当利益的行为。电商平台的“大数据杀熟”行为一方面构成对消费者合法权益的侵犯,另一方面损害的市场的公平竞争秩序和遏制了市场创新活力,具有违法性,应当对其进行规制。我国法律法规虽有规制“大数据杀熟”行为的相关条款,但仍因各种问题的存在而难以发挥实际规制效力。因此,应细化现有法律条款,如认定构成价格歧视的主体范围可适当扩大、将现实生活中的“熟客”纳入价格歧视的保护对象、合理减轻消费者在诉讼过程中的举证责任等,此外,监管部门也要注重监管思路的转变,集中统一对“大数据杀熟”行为进行监管。

“Big data killing” means that Internet operators use data algorithms to analyze consumers’ payment habits, income levels, behavioral preferences and other information, and price the same goods or services differently to different users to seek improper benefits. The “big data killing” behavior of e-commerce platforms not only constitutes an infringement on the legitimate rights and interests of consumers, but also damages the fair competition order of the market and curbs market innovation vitality. It is illegal and should be regulated. Although there are relevant provisions in China’s laws and regulations to regulate the behavior of “big data killing”, it is still difficult to exert practical regulatory effectiveness due to the existence of various problems. Therefore, existing legal provisions should be refined, such as appropriately expanding the scope of subjects that constitute price discrimination, including “familiar customers” in real life as protected objects of price discrimination, reasonably reducing the burden of proof for consumers in the litigation process, etc. In addition, regulatory authorities should also pay attention to the transformation of regulatory thinking, and concentrate on regulating “big data killing” behavior.