用户画像机制下信息定向推送的权利保护与法律规制
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摘要
信息时代的到来,便利了人与人之间的社会交往和商业合作。尤其是随着大数据技术的发展,互联网平台可以通过数据的收集和分析对用户进行分析建模,定向推送用户所偏好以及需求的信息。这种便利的实现得益于用户画像机制的广泛应用。用户画像机制不仅有基础性服务推送,还有增值性服务推送。然而这种基于自动画像机制下信息的定向推送,在便利生活工作的同时,也存在着侵犯个人信息权利的法律风险。法律作为调整社会行为的社会规范,需要对这些法律风险予以回应,可以通过用户允许前置、去标签化、数据脱敏、被遗忘权确立等方式来规制不合法的信息推送,更好地保障用户权利和互联网秩序。
the advent of the information age facilitates social exchanges and business cooperation between people. In particular, with the development of big data technology, Internet platforms can analyze and model users through data collection and analysis, and deliver information of users' preferences and demands. This convenient implementation benefits from the widespread use of user portrait mechanisms. The user portrait mechanism has not only service functional push, but also commercial profitability push. However, based on automatic portrait mechanism, the targeted push of information not only facilitates life and work, but also has the legal risk of violating personal information rights. As a social norm to adjust social behavior, law needs to respond to these legal risks. It can regulate the illegal information push through users' permission to front,de-label, data desensitization, and the establishment of the right to be forgotten, so as to better protect users' rights and the order of the Internet.
the advent of the information age facilitates social exchanges and business cooperation between people. In particular, with the development of big data technology, Internet platforms can analyze and model users through data collection and analysis, and deliver information of users' preferences and demands. This convenient implementation benefits from the widespread use of user portrait mechanisms. The user portrait mechanism has not only service functional push, but also commercial profitability push. However, based on automatic portrait mechanism, the targeted push of information not only facilitates life and work, but also has the legal risk of violating personal information rights. As a social norm to adjust social behavior, law needs to respond to these legal risks. It can regulate the illegal information push through users' permission to front,de-label, data desensitization, and the establishment of the right to be forgotten, so as to better protect users' rights and the order of the Internet.
引文
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[15] NEIL POSTMAN.技术垄断:文明向技术投降[M].蔡金栋,译.北京:机械工业出版社,2013:21.
(1)如滴滴顺风车和微博的个人主页,可以看到对于用户个人的描述性标签。
(2) 比如在滴滴顺风车的评论中,将乘客的形象通过关键词的方式予以展示,给用户尤其是女性用户的形象和安全带来潜在的危险。
[2]维克托·迈尔-恩伯格,肯尼斯·库克耶.大数据时代:生活、工作与思维的大变革[M].杭州:浙江人民出版社,2013:7-30.
[3]石佳友.网络环境下的个人信息保护立法[J].苏州大学学报(哲学社会科学版),2012(6):89.
[4]方霞.用户画像安全与用户隐私研究[J].科技通报,2013(8):37.
[5]周林彬,马恩斯.大数据确权的法律经济学分析[J].东北师大学报(哲学社会科学版),2018(2):30.
[6]农琴倩,鲍旖睛.大数据时代下广告精准投放的实现策略[J].传播与版权,2016(8):54.
[7]张新宝.隐私权的法律保护[M].北京:群众出版社,2004:85-87.
[8]王利明.隐私权概念的再界定[J].法学家,2012(1):108-122.
[9]胡文涛.我国个人敏感信息界定之构想[J].中国法学,2018(5):235.
[10]范为.大数据时代个人信息保护的路径重构[J].环球法律评论,2016(5):97.
[11]陈天莹,陈剑锋.大数据环境下的智能数据脱敏系统[J].通信技术,2016(7):58.
[12]卞超轶,朱少敏,周涛.一种基于保形加密的大数据脱敏系统实现及评估[J].运营技术广角,2017(5):120.
[13]郑志峰.网络社会的被遗忘权研究[J].法商研究,2015(6):50.
[14]吴飞,傅正科.大数据与被遗忘权[J].浙江大学学报(人文社会科学版),2015(3):73.
[15] NEIL POSTMAN.技术垄断:文明向技术投降[M].蔡金栋,译.北京:机械工业出版社,2013:21.
(1)如滴滴顺风车和微博的个人主页,可以看到对于用户个人的描述性标签。
(2) 比如在滴滴顺风车的评论中,将乘客的形象通过关键词的方式予以展示,给用户尤其是女性用户的形象和安全带来潜在的危险。