China News Service, Beijing, January 8th, title: How can "algorithms" become "calculations"?
China News Agency reporter Wang Qingkai
In recent years, China's Internet platform economy has developed rapidly.
Large-scale platforms have emerged in areas such as shopping, travel, tourism, and food delivery.
These platforms greatly facilitate people's lives through mature technology and precise algorithms.
But in this process, some platforms are also using algorithms to infringe consumer rights.
"Algorithms do evil" incidents such as big data acquaintances, favorable ratings, preset winning objects, and so on.
Some platform operators use algorithms for price discrimination.
Different prices are set for new and old users. Member users have higher prices than ordinary users. Consumers in different regions have different prices. Users who browse the page multiple times have higher prices.
It is not only the consumers but also the merchants on the platform that are affected by the algorithm.
Some platforms use their dominant position to set obstacles and restrictions on traffic distribution, search rankings, etc. through algorithms, control operators on the platform to conduct transactions, and force merchants to "choose one of two", which affects fair competition and consumer choice.
Frequent incidents of "algorithmic evil" have caused consumer dissatisfaction.
Some time ago, the “big data killing” incident in which members of a food delivery platform had higher delivery fees than non-members caused intense public concern. The topic was read 730 million on Sina Weibo.
Strengthening algorithm supervision has become the mainstream call of public opinion.
Algorithm is a neutral technical means, there is no difference between good and evil.
Operators can be good and use algorithms to better serve consumers; they can also do evil and use algorithms to drill legal loopholes and infringe on the legitimate rights and interests of consumers.
The value concept of the operator is actually hidden behind the "algorithm doing evil".
The algorithmic application of "flow first" and "profit first" makes the operator's behavior violate the law, morality, and ethics.
Platform operators should not be distorted by algorithms in their value orientation and ethical concepts, nor should they treat consumers as "playthings" in their hands.
Under the conditions of the Internet, due to the possession of information, technological applications, and the concealment of algorithms, network platform operators are in a stronger position, and it is difficult for individual consumers to compete with them.
If allowed to develop disorderly, it will not only harm the fair and orderly competition of the market economy, but also make consumers squeezed by algorithms and become targets of technology bullying.
At this time, it is particularly necessary for the regulatory authorities to strengthen the regulation of algorithms in the field of online consumption to protect consumers' right to know, to choose, and to trade fair.
In the application of algorithms, network operators should strengthen self-discipline, operate in compliance with the law, and earnestly assume their due obligations and responsibilities, and safeguard the legitimate rights and interests of consumers.
The platform should not replace public options with so-called "precise" recommendations, take advantage of insufficient consumer information, and implement one-sided inducements to profit from it.
To protect consumers from improper algorithms, it is necessary to strengthen effective regulation of algorithm application.
For example, in the "Personal Information Protection Law of the People's Republic of China", "The People's Republic of China Anti-Unfair Competition Law" and other relevant laws, relevant provisions on the application of algorithms have been added.
To protect consumers from being "calculated" by algorithms, relevant departments should also require platform operators to ensure the transparency, fairness, and integrity of algorithm applications; clarify that operators' use of algorithms should be known, verifiable, and reversible; clarify the inversion of the burden of proof, and strengthen The burden of proof of the algorithm implementer solves the difficulty of consumer proof and identification.
In the field of the new Internet economy, algorithms are widely used and very complex.
To protect consumers from improper algorithms, social governance is also needed.
Relevant administrative departments should strengthen mutual coordination and refine supervision responsibilities; improve the basis for law enforcement, and do a good job in the connection of the abolition of rules and regulations; cultivate third-party technical appraisal institutions, and strengthen the technical review force for algorithm application.
No longer allowing consumers to be the "calculation" objects of platform algorithms should become the highlight of China's Internet supervision this year.
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