‘Non-discrimination’ in pushing of e-commerce information

Precision-information pushing stems from the combination of traditional internet information provision services and big-data analysis. With the emergence of big-data-analysis methods, providers of information services have gradually brought in the information service model of precision-big-data pushing, e.g., portals, certain search engines and some providers of content services, which make available article pushing through mobile apps. However, while bringing user loyalty, precision-information pushing may also give rise to the problem of “discrimination”, where technical means help deprive the user of his or her right to obtain information at his or her own discretion or in a fair manner.

With e-commerce laws taking effect, new rules on the precision pushing of online information have been put in place, lifting precision-information pushing to the heights of users’ right to choose and non-discrimination, thereby placing new requirements on internet operators.

Meaning of and application scenarios for precision pushing of online information. Precision-information pushing is one of the typical scenarios of big data application. The term “precision pushing” means the process of constructing a mass user profile, based on big data analysis and, through linking the identification tags in user profiles with identity information of internet users, accurately finding the user and pushing various types of information to him or her.

Wu Weiming is a senior partner at AllBright Law Offices