摘要
黑暗模式是经营者在网站或应用程序中刻意用来误导用户的界面设计。随着电子商务新业态新模式的不断发展,部分经营者会利用消费者的有限理性和认知偏差,频繁通过黑暗模式诱导消费者做出不符合自己真实偏好的消费决策。这一方面会侵蚀消费者在数字经济中的自主选择权,加剧经营者与消费者之间力量的不平衡;另一方面容易引发行为化市场失灵,降低交易效率,导致社会整体福利损失。当前我国针对滥用黑暗模式行为的法律规制系统高度碎片化,基于传统信息范式设计的一般理性消费者保护规则频繁出现功能失灵。为有效履行国家保护义务,避免消费者因误导性用户界面和基于数据分析的差异化对待而受到伤害,应及时采取监管或立法行动,在整体思路和司法、立法、执法等多重维度上转向行为主义,弥补法律规范在行为面上的规范落差。在司法实践中,以行为科学思维重新定义法律规范中的非理性消费者形象;在立法框架中,以“一般条款+保护性规定”的方式预留灵活规制空间。此外,还要不断丰富市场监管工具箱,发挥多元监管制度优势,提高对滥用黑暗模式行为的规制效率,助推数字经济时代电子商务高质量发展。
A "Dark pattern" is an interface design used by business operators to deliberately confuse users in a website or application. With the continuous development of the new forms and models of the e-commerce industry,some operators frequently take advantage of consumers’ limited rationality and cognitive deficiencies through dark patterns to induce them to make consumption decisions that do not conform to their true preferences. On the one hand,the dark pattern erodes consumers’ right to make their own choices in the digital economy and aggravates the imbalance of power structure between operators and consumers;on the other hand,it also easily triggers“behavioral market failure”,diminishes the efficiency of transactions,and leads to the loss of overall social welfare.The current system of legal regulation of dark pattern abuse in China is highly fragmented. Traditional rules for protecting the“average rational consumer”based on the traditional“information paradigm”are often dysfunctional.To fulfill the state’s protection obligations and ensure that consumers are not harmed by the design of deceptive user interfaces and data personalization techniques,it is necessary to take regulatory or legislative action promptly. We should make a behaviorist shift in the overall thinking of justice,legislation,and law enforcement to make up for the gap of legal regulation in the“behavior side”. The image of the "irrational consumer" in legal norms should be reinterpreted in judicial practice by the thought of behavior science.In the legislative framework,we should reserve flexible regulatory space in the form of“general provision + protective provisions”. And at the same time,we should enrich the market regulatory toolbox and leverage the advantages of the plurality regulatory system to strengthen the efficiency of the regulation of dark pattern abuse,and to promote high-quality development of electronic commerce in the digital economy era.
作者
杨菲
YANG Fei(School of Law,China Jiliang University,Hangzhou 310018,Zhejiang,China)
出处
《中国流通经济》
CSSCI
北大核心
2022年第8期40-50,共11页
China Business and Market
基金
国家社会科学基金青年项目“区块链视角下数字创意产业著作权保护及交易问题研究”(19CFX063)。
关键词
电子商务
黑暗模式
消费者保护
行为科学
数字经济
e-commerce
dark pattern
consumer protection
behavioral economics
digital economy
