“大数据杀熟”的法律规制路径研究
Research on the Legal Regulation Path of “Big Data Killing”

近年来，电商平台通过大数据和算法技术对消费者实施价格歧视的现象，即所谓的“杀熟”行为，已经成为社会关注的热点问题。本文首先介绍了大数据“杀熟”的实施路径，包括采集用户数据、开发算法分析和创建用户画像。然后讨论了大数据“杀熟”可能带来的危害，如侵犯消费者权益、损害市场公平竞争、增加隐私泄露风险等。接着分析了大数据“杀熟”治理的难点，如现有法律适用范围狭窄、违法成本过低、告知同意规则不完善、消费者举证难度大等。最后，提出了针对算法歧视的规制路径，包括细化相关法律条款、提高违法成本、完善告知同意规则和合理分配举证责任等。总体来说，大数据“杀熟”是一种利用技术手段进行价格歧视的不正当商业行为，需要从完善法律、提高违法成本、规范市场行为等方面进行规制，以保护消费者权益和促进市场公平竞争。
In recent years, the phenomenon of e-commerce platforms discriminating against consumers through big data and algorithm technology, the so-called “big data killing” behavior, has become a hot issue of social concern. This paper first introduces the implementation path of big data “killing”, including collecting user data, developing algorithms, and creating user portraits. Then, the possible harms of big data “killing” are discussed, such as infringing on consumer rights and interests, harming fair competition in the market, and increasing the risk of privacy leakage. Then, the difficulties of “big data killing” governance are analyzed, such as the narrow scope of application of existing laws, the low cost of violating the law, the imperfect notification and consent rules, and the difficulty of consumers providing evidence. Finally, this paper proposes a regulatory path for algorithmic discrimination, including refining relevant legal provisions, increasing the cost of violating the law, improving the rules of notification and consent, and reasonably allocating the burden of proof. Generally speaking, big data “killing” is an unfair business practice that uses technical means to discriminate against prices, and it needs to be regulated from the aspects of improving laws, increasing the cost of violating the law, and regulating market behavior, so as to protect the rights and interests of consumers and promote fair competition in the market.