Legal Controls on Big Data Price Discrimination for Existing Customers

This article focuses on the legal regulation of price discrimination against existing customers using big data. This practice infringes on consumers' rights to know, fair trade, and personal information protection. However, the current legal system has flaws. For example, price discrimination lacks clear definition and punishment, and there's no accurate definition of “legitimate reasons”. Also, current legislation has obvious gaps in preventing algorithm - related risks. To improve the legal regulation, it is recommended to incorporate differential pricing for consumers into the scope of adjustment of the Price Law, refine the provisions on fair trade conditions in the Law on the Protection of Consumers' Rights and Interests, and improve the rights relief mechanism. Moreover, consumers should be more aware of rights protection, be more price - sensitive, keep evidence, and use judicial procedures or consumer associations to safeguard rights. We aim to create a healthy and orderly Internet economy, ensuring consumers' equal treatment and legal rights in digital transactions.