Research on the “Informed Consent” Rules of Consumers’ Personal Information in the E-Commerce Field

互联网时代，电商行业的发展离不开个人信息的助力。消费者个人信息作为重要的数字资源，以庞大的体量汇聚在网络平台，经过聚合转化为数据，具有巨大的商业价值，成为社会治理和经济发展的核心竞争力。在此背景下，个人信息保护变得尤为重要。告知同意规则是个人信息保护体系中的核心规则，在《中华人民共和国个人信息保护法》中居于重要地位。但由于信息主体与信息处理者之间地位的不平等，告知义务沦为形式，同意作用逐渐虚化，这一规则并未达到理想的效果，加剧了信息主体合法权益受到损害的风险。传统的格式条款已经不再满足个人信息领域告知同意规则的适用，作为个人信息收集、利用的重要主体，应对网络平台提出更高的要求以保护个人信息权益，对此可以通过对现有告知同意规则的适用进行完善，使之能在数字语境下更有效地应对个人信息保护所面临的挑战。In the Internet era, the development of the e-commerce industry cannot be separated from the help of personal information. As an important digital resource, consumers’ personal information is gathered on the network platform in a huge volume and converted into data through aggregation, which has huge commercial value and becomes the core competitiveness of social governance and economic development. Against this backdrop, the protection of personal information has become particularly crucial. The rule of consent is the core rule in the personal information protection system and plays an important role in the Personal Information Protection Law. However, due to the unequal status between the information subject and the information processor, the obligation to inform has become a formality and the role of consent has gradually become hollow. This rule has not achieved the desired effect and has intensified the risk of the legitimate rights and interests of the information subject being damaged. Traditional standard terms no longer meet the application of consent rules in the field of personal information. As an important subject of personal information collection and utilization, network platforms should put forward higher requirements to protect the rights and interests of personal information. In this regard, the application of the existing “consent rules” can be improved. Enable it to more effectively address the challenges of personal information protection in the digital context.