近年来，随着大数据和算法技术的广泛应用，部分互联网平台被曝利用用户数据实施‘大数据杀熟’行为——即对老用户或高频用户展示更高价格，而新用户却享受更低优惠。这种做法不仅损害消费者公平交易权，也破坏市场诚信。为遏制此类现象，中国《个人信息保护法》《电子商务法》及《网络交易监督管理办法》等法规明确禁止平台利用算法歧视用户、实施差别定价。2023年施行的《互联网信息服务算法推荐管理规定》更进一步要求平台公开算法规则，保障用户知情权与选择权。监管部门强调，平台在使用用户数据进行个性化推荐或定价时，必须合法、透明、公正，不得以隐蔽方式侵害消费者权益。消费者若发现疑似‘杀熟’行为，可保留证据并向市场监管部门投诉。维护数字时代的消费公平，既需法律护航，也需平台自律与公众监督。
In recent years, as big data and algorithmic technologies have become widespread, some online platforms have been exposed for engaging in ‘big data price discrimination’—charging loyal or frequent users higher prices while offering lower rates to new customers. This practice not only violates consumers’ right to fair transactions but also undermines market integrity. To address this issue, Chinese laws such as the Personal Information Protection Law, the E-Commerce Law, and the Measures for Supervision and Administration of Online Transactions explicitly prohibit platforms from using algorithms to discriminate against users or implement differential pricing. The Algorithmic Recommendation Management Provisions for Internet Information Services, effective since 2023, further require platforms to disclose their algorithmic rules and safeguard users’ rights to information and choice. Regulators stress that when using consumer data for personalized recommendations or dynamic pricing, platforms must act lawfully, transparently, and fairly—without covertly harming user interests. Consumers who suspect they’ve been subjected to such discriminatory pricing should preserve evidence and file complaints with market supervision authorities. Ensuring fairness in the digital marketplace requires not only legal safeguards but also platform self-regulation and public oversight.
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