Zhu Yue

　　"Worker's Daily" (August 13, 2022 Edition 03)

　　In recent days, whether or not there is a situation in which big data is ripe for individual platforms is being hotly debated on the Internet.

In fact, have you found that your mobile phone, which is more and more inseparable in your daily life, seems to understand yourself more and more?

For example, after searching for an item, you may often see the push of this type of item, and sometimes you will find it convenient, but when the relevant advertisement pop-up windows and promotional text messages continue, the sales call and even the price will also be affected by the " When there is a possibility of fluctuations, your mentality may be different again.

More importantly, in this process, your "user portrait" has been seen by big data.

　　With user information collected through various channels, platform operators can make “user portraits” and regard them as an important digital commercial asset, and then treat them differently in terms of transaction prices, advertising delivery, etc. higher interest.

For the public, their privacy is easy to "run naked" in front of big data.

　　In fact, in the Civil Code, there are principled legal provisions on the personal information protection law.

Since the implementation of the Personal Information Protection Law on November 1 last year, the collection of personal information by operators has been incorporated into the standardized system.

The law clearly prohibits excessive collection of personal information, and operators should have clear and reasonable purposes for processing personal information, which should be directly related to the purpose of processing, and adopt methods that have the least impact on personal rights and interests.

　　In fact, it has been 9 months since the law came into effect, and the relevant departments have also done a lot of actions during this period, such as interviewing relevant platforms, fines and even suspension and removal.

Recently, several civil lawsuits against personal information such as face recognition have also ushered in a judgment in favor of consumers and users as plaintiffs.

These actions are also promoting the platform’s compliance and optimization of personal information protection in accordance with the law, such as adding a “close automatic push” option to the program.

　　However, in practice, there are still many areas for improvement in personal information protection.

In terms of compliance details, relevant guidelines are still needed to facilitate law enforcement by regulatory authorities and rectification by enterprises. At the same time, it is also necessary to realize that compliance has costs. For small and medium-sized enterprises with relatively low profit margins and a small number of users For enterprises, it is also necessary to think about how to promote their compliance and reduce the burden on enterprises.

　　It's not entirely a good thing that mobile phones "understand" themselves more and more, but not everyone can understand the reasons and the specific advantages and disadvantages.

Only when the measures are implemented in detail, and the supervision departments at all levels, enterprises and the public can be informed in a timely manner, can personal information protection achieve the greatest effect.

In this process, it is advisable to make some attempts, such as publicizing the existing administrative punishment decisions, providing certain guidelines for corporate compliance, and providing simplified and full versions of the guidelines for companies with different market shares.