This article**: The people**.
Jin Xin. People** 2024-02-29 Edition 05).
Book the same hotel on the travel app, different accounts**; With ride-hailing apps, "Diamond Members"** are also higher than new members, and it is more difficult to get a taxi ......For a long time, "big data killing" has been a problem that the masses are looking forward to rectifying. Not long ago, some netizens shared their experience of buying air tickets on the Internet: with 3 accounts, buy the same flight and the same class, ** with a maximum difference of more than 900 yuan. Around the Spring Festival, people traveled more, and the issue of big data killing ripeness once again aroused heated discussions.
The so-called big data kills ripeness, which refers to the fact that some enterprises implement discriminatory differential treatment of consumers in terms of transactions by grasping consumers' economic status, consumption habits, sensitivity and other information, especially taking advantage of users' reluctance to easily change their usual platforms and other psychology, and charge higher fees to old users. According to a survey by the Beijing Consumers Association, 6121% of the respondents believe that big data killing is mainly reflected in different users enjoying different discounts or discounts, 45Seventy-six percent of respondents believe that it is automatically reflected after multiple views. Only by effectively solving the problem of big data killing can we better protect the rights and interests of consumers and promote the healthy development of the digital economy.
Big data kills ripeness, which is a business that takes advantage of consumers' trust and information asymmetry to arbitrage excess benefits, infringes on the rights and interests of consumers, deviates from the value principle of fairness and integrity, and violates relevant laws and regulations. Personal information protection stipulates that personal information processors using personal information to conduct automated decision-making shall ensure the transparency of the decision-making and the fairness and impartiality of the results, and shall not impose unreasonable differential treatment on individuals in transaction conditions such as transactions. The law and consumer rights protection also restrict the fraud that may arise from big data killing, and for platforms in a dominant market position, big data killing is also suspected of violating the anti-monopoly law.
Why is it difficult to eradicate a law that prohibits it? Big data killing behavior has a certain degree of concealment, and it is difficult to detect unless consumers are very vigilant; Some platforms, by virtue of their information dominance, justify the behavior of big data killing on the grounds that they will float in different times and places, and that there are discounts for new users, and they just want to get through the confusion and do not want to correct it; The channels for consumers to protect their rights are also not smooth enough, and it is time-consuming and laborious to protect their rights through litigation, and users lack technical understanding of algorithmic decision-making, which also makes it extremely difficult to provide evidence. Therefore, in view of the big data killing, it is necessary to effectively optimize regulatory measures and take a multi-pronged approach to change the situation of "everyone shouts and fights and there are not many ways".
The essence of big data is the abuse of algorithms by operators. To truly solve this problem, in the final analysis, it is necessary to do a good job in the supervision of the platform. Personal information protection** regulates automated decision-making at the legal level, but the relevant provisions need to be further refined. It is necessary to come up with more effective supervision and restraint measures to promote the platform to effectively fulfill its responsibilities. Departments such as for internet information and market regulation should take the initiative to do a good job of relevant law enforcement investigations and punishments through methods such as carrying out special inspections.
Governance of big data is related to the interests of consumers, and it is necessary to give full play to the supervisory role of consumers. To smooth the channels for consumers to complain and report, mechanisms such as "one-click rights protection" can be established on various consumer platforms; In response to the difficulty in adducing evidence, relevant departments may wish to provide some technical support to help consumers find and fix evidence; Consumer associations and other organizations should do a good job of popularizing relevant knowledge, raising consumers' awareness of prevention, and providing assistance to consumers in protecting their rights.
*In order for the platform and related enterprises to achieve long-term development, image and credibility are crucial. Users abandon these unscrupulous platforms as soon as they find out that they are being treated discriminatorily. Treating every consumer with integrity and equality, applying consumer information mastered in accordance with laws and regulations to improve products and services, and achieving mutual benefit and win-win results in benign interaction are the long-term development of platform enterprises in the digital era.