Legal Regulation of Database Marketing Behaviors in the Context of Data Rights

我国对数据权进行了数据持有权、数据使用权和数据经营权的三权分置的制度设计，这使得数据权的权能得以分离并分别发挥作用。先进的数据分析技术推动了传统营销模式的变更，其使数据库营销能够实现对潜在客户进行针对性营销或者基于用户使用习惯进行产品创新。行为的变更导致法律调整范围的变动，该营销模式可能带来相应的法律挑战。需要在数据权三权分置体系下明确营销主体进行数据分析的基础权利。其次，在数据内含个人信息或者隐私时需要考量数据库营销可能对法益造成的侵害，以在刑法侵犯公民个人信息罪和民法违约、侵权责任的体系下规制数据库营销行为，促进以数据为核心的数字经济良性发展。China has carried out a system design for the separation of data rights, namely the right to hold data, the right to use data and the right to operate data. This enables the separation of the rights and functions of data rights and allows them to play their respective roles. Advanced data analysis technology has driven the transformation of traditional marketing models, enabling database marketing to achieve targeted marketing to potential customers or product innovation based on user usage habits. The change in behavior leads to the alteration of the scope of legal adjustment, and this marketing model may bring corresponding legal challenges. It is necessary to clarify the basic rights of marketing subjects to conduct data analysis under the three-rights separation system of data rights. Secondly, when data contains personal information or privacy, it is necessary to consider the possible infringement of legal interests caused by database marketing, so as to regulate database marketing activities under the system of criminal law for the crime of infringing upon citizens’ personal information and civil law for breach of contract and tort liability, and promote the healthy development of the digital economy centered on data.