The Application of Personal Information Self-Determination on E-Commerce Platforms: A Legal Analysis Based on the Personal Information Protection Law

Abstract

The rise of digital commerce has intensified concerns over consumer privacy and data security, particularly on e-commerce platforms that process vast amounts of personal information. The Personal Information Protection Law enacted in China in 2021, strengthens personal information self-determination, granting individuals greater control over their data while imposing strict regulations on businesses. This paper analyzes the legal foundations of self-determination under the PIPL, focusing on consent mechanisms, data subject rights, algorithmic transparency, and cross-border data restrictions. Despite these safeguards, enforcement remains challenging due to opaque data collection, excessive profiling, and regulatory gaps. To enhance compliance, this study proposes policy reforms emphasizing transparency, user control, algorithmic accountability, and stronger enforcement mechanisms. By addressing these challenges, China can better balance technological innovation with consumer privacy rights, fostering a more sustainable and ethical digital economy.