個人信息對價化理論之檢討

在數字經濟時代，個人信息對價化理念有助於提升消費者的隱私意識、幫助消費者重視個人信息的經濟價值。但所謂個人信息對價化現象並不意味著''免費''數字服務合同必然採取有償合同構造。因為在經營者普遍使用非必要個人信息商業利用條款的現實背景下，該理論無法回避《個人信息保護法》第16條的捆綁禁令，還造成了既有理論的體系違和，缺乏實益。解除非必要個人信息商業利用與數字服務的綁定，既有規範依據，也是數據合規實踐的未來走向。將''免費''數字服務合同定性為基於營銷動機的無償合同，是更妥當的解釋選擇。根據《民法典》、消費者法和數據保護法的體系解釋，無償合同的定性並不會降低消費者保護水平。可以在相關制度構建中將''個人信息對價化''視作描述性概念。

In the digital economy, the concept of personal data as consideration helps enhance consumers’privacy awareness and encourages them to value their personal data. However, the theory of personal data as consideration does not imply that“free”digital service contracts must be construed as onerous contracts. Given that operators generally incorporate clauses for the commercial use of non-essential personal data, this theory fails to circumvent the anti-bundling prohibition under Article 16 of the Personal Information Protection Law. Moreover, it creates systemic inconsistencies with established legal doctrines and lacks practical utility. Decoupling the commercial use of non-essential personal data from digital services is supported by existing regulations and aligns with the future trajectory of data compliance. Characterizing“free”digital service contracts as gratuitous contracts motivated by marketing is a more appropriate interpretive choice. Based on a systemic interpretation of the Civil Code, consumer protection laws, and data protection laws, this characterization does not diminish the level of consumer protection. Consequently,“personal data as consideration”should be viewed as a descriptive concept rather than a normative one in legal system construction.