个人信息在当今盛行的电子商务交易中具有较大经济价值,通过网络和数据进行交易成为最常见的方式必然导致个人信息保护问题凸显。个人信息侵权问题及非法利用增加了群众的不安全感,甚至威胁社会安全、国家安全。本文首先明晰电子商务与消费者个人信息的概念,并分析电子商务中消费者个人信息保护的特殊性,具有难以确定侵权主体、易被识别、易被利用被侵犯的特征。在当前我国立法现状下,电子商务领域消费者个人信息保护存在以下困境:“告知–同意”规则存在不足,未形成信息利用者告知义务标准;大数据算法滥用侵犯消费者公平交易权,比如“大数据杀熟”现象;针对消费者个人信息未进行类型化保护;消费者个人信息损害难以举证,难以证明侵害事实和实际损失。本人在所存困境基础上提出自己的建议,包括完善规则、加大惩罚、司法保护三方面。Personal information has significant economic value in today’s popular e-commerce transactions, and trading through the internet and data has become the most common way, inevitably leading to prominent issues in personal information protection. The issue of personal information infringement and illegal use has increased public insecurity and even threatened social and national security. This article first clarifies the concepts of e-commerce and consumer personal information, and analyzes the particularity of consumer personal information protection in e-commerce, which has the characteristics of difficult to determine the infringing subject, easy to identify, and easy to be exploited and infringed upon. Under the current legislative situation in China, there are the following difficulties in protecting consumer personal information in the field of e-commerce: the “inform consent” rule is insufficient, and there is no standard for the disclosure obligation of information users;the abuse of big data algorithms infringe
