On Legal Protection Of Online Consumers’ Personal Information Right

With the rapidly development of information technique, China’s Internet users grow enormously in recent years, and e-commerce industry also develops prosperously. However, in the background of big data era, online consumers’ information has tremendous business value, which is also important for the online retailers to make the business strategies. So, the social phenomena that the personal information of online consumers are illegally collected, maliciously utilized and disseminated become increasingly prominent. It not only seriously violates online consumers’ freedom, the basic rights and legitimate interests, but also prevents the development of the e-commerce industry in the long terms.In this paper, based on the relevant personal information protection law, we’ll discuss how to protect consumers’ personal information right during the process of shopping online.Firstly, expounds the relevant basic theories about personal information of online consumers in details. It’s the information which can spot the particular consumer directly or indirectly. The personal information has some characteristics,such as recognizable, personal and property attributes, propagable and sharable. Online consumers also have the right to dominate, acknowledge, keep secret and delete its own information. Secondly, specifically analyzes the relevant laws and statutes, our nation’s protection system of consumer’s information still exists some problems. The system is not consummate, the level of legislation is low-grade, and we also lack the relief system. These phenomena are derived from the great different legal station and economic strength of consumers and operators. Thirdly, this paper systematically introduces the advanced legal system of consumers’ personal information right protection in the United States, the European Union and Japan. The single mode of legislation or industry autonomy has the obvious disadvantages. At Last, this paper propounds relevant protection measures on how to effectively protect personal information; we should rely on the consolidated legislation, associated with the mode of industry autonomy, allow the government to play the leading role, constitute the consumers’ commonweal litigation system, and then enhance the protection consciousness and abilities of consumers.