On the Legal Protection of Consumers’ Personal Information in E-Commerce

随着数字经济的快速发展，电子商务在提升消费便利性的同时，也加剧了消费者个人信息权益受侵害的风险。当前，电商平台通过算法分析、用户画像等技术手段过度收集和滥用消费者信息，导致消费者面临信息泄露、差异化定价等权益损害。然而，现行法律对个人信息权益的界定较为模糊，传统的维权机制存在举证困难、成本过高等缺陷，当前的监管体系分散、执法机关的执法依据不足，难以有效遏制平台侵权行为。为此，建议从立法细化、监管机制创新和救济途径优化三方面入手，包括明确“区别定价”等行为的法律定义、构建专门的大数据监管机构、引入公益诉讼和数字化纠纷处理平台，以平衡平台利益与消费者权益，促进电子商务行业的可持续发展。With the rapid development of the digital economy, e-commerce has not only enhanced the convenience of consumption but also intensified the risk of consumers’ personal information rights being infringed. Currently, e-commerce platforms excessively collect and misuse consumer information through technological means such as algorithm analysis and user profiling, leading to consumers facing rights infringement issues such as information leakage and differentiated pricing. However, existing laws regarding personal information rights are somewhat vague, and traditional mechanisms for protecting rights have defects such as difficulties in providing evidence and high costs. The current regulatory system is fragmented, and law enforcement agencies lack sufficient legal basis for enforcement, making it difficult to effectively curb platform infringement behavior. Therefore, it is recommended to approach this issue from three aspects: legislative refinement, innovation in regulatory mechanisms, and optimization of remedial pathways. This includes clarifying the legal definitions of behaviors such as “differential pricing,” establishing dedicated big data regulatory agencies, and introducing public interest litigation and digital dispute resolution platforms to balance the interests of platforms with consumer rights and promote the sustainable development of the e-commerce industry.