Research on the Balancing Mechanism between E-Commerce Data Privacy Protection and Consumer Rights from the Perspective of Antitrust Law

数字经济时代，电子商务平台通过数据垄断与算法权力扩张，导致消费者数据隐私侵害与市场结构失衡的叠加风险日益凸显。本文以《反垄断法》为研究视角，聚焦电子商务场景下数据隐私保护与消费者权益的冲突本质及平衡路径。研究发现：其一，平台经济中“知情同意”规则的失效、数据要素市场化需求与隐私保护成本的矛盾、算法推荐引发的隐私泄露风险，共同构成法理、经济与技术维度的多重冲突；其二，传统私法赋权与公法监管存在局限性，难以矫正垄断性市场结构下的“数据权力”压迫，亟需反垄断法通过市场势力规制介入数据隐私保护。基于对欧盟GDPR与美国CCPA的差异化路径分析，结合中国《反垄断法》《个人信息保护法》协同实施需求，提出“结构矫正–行为规制–技术协同”三位一体的平衡机制，通过数据驱动型并购审查中的隐私竞争评估、滥用市场支配地位行为的分类规制(剥削性与排他性滥用)，结合联邦学习与区块链技术赋能隐私保护，重构平台责任与消费者选择权保障体系。研究结论表明，反垄断法可通过打破数据垄断格局、优化非价格竞争质量维度，系统性提升电子商务场景下的隐私保护水平，为数字经济治理提供兼具理论创新性与实践可行性的解决方案。In the era of the digital economy, the dual risks of consumer data privacy infringement and market structural imbalances caused by e-commerce platforms’ data monopolies and algorithmic power expansion have become increasingly prominent. This study adopts the perspective of China’s Anti-Monopoly Law to explore the inherent conflicts and equilibrium pathways between data privacy protection and consumer rights in e-commerce. Key findings reveal: 1) Multidimensional conflicts arise from the failure of the “informed consent” principle in platform economies, contradictions between data element marketization demands and privacy protection costs, and algorithm-driven privacy leakage risks, spanning legal, economic, and technological domains; 2) Traditional private law empowerment and public law regulation exhibit limitations in rectifying “data power” oppression under monopolistic market structures, necessitating antitrust intervention through market power regulation. By analyzing divergent regulatory approaches under the EU GDPR and U.S. CCPA, and addressing China’s need for coordinated implementation of the Anti-Monopoly Law and Personal Information Protection Law, this research proposes a tripartite balance mechanism integrating “structural correction-behavioral regulation-technological synergy”. Specific strategies include privacy competition assessments in data-driven merger reviews, categorized regulation of market dominance abuses (exploitative vs. exclusionary practices), and privacy protection empowerment through federated learning and blockchain technologies to reconstruct platform accountability and consumer choice safeguards. The conclusions demonstrate that antitrust law can systematically enhance e-commerce privacy protection by dismantling data monopolies, and optimizing non-price competition quality dimensions, thereby providing theoretically innovative and practically viable solutions for digital economy governance.