Algorithmic technology has the dark side of discriminating consumers while realizing the value of data. In order to solve the problem that algorithms discriminate against consumers, this article analyzes the mechanism of algorithmic discrimination against consumers based on the operational stages of information collection, specific push and personalized pricing, and uses information input, data sorting, algorithmic decision-making and background control as the entry point. The research results show that algorithmic discrimination infringes consumers’ right of identity equality in information collection, infringes consumers’ right to know and choose in a specific stage of push, infringes consumers’ right of fair transactions, and robs consumers’ price benefits in individual pricing. Algorithms have intensified the technological gap between operators and consumers, leading to further strengthening of consumers’ information disadvantages. In fact, by decomposing the process of algorithmic technology serving consumers, it not only reflects how technology and market create new market patterns imperceptibly in the dimensions of innovation and competition, and changes the behavior of market subjects, but also reflects the market disorder and damage consequences caused by excessive innovation and competition, which will eventually involve the market itself and ordinary consumers..
In response to this problem, we should face up to the damage caused by algorithmic discrimination to consumers’ rights and interests, and reasonably and effectively regulate algorithms that discriminate against consumers. After finding out the conflict of interests between operators and consumers in information collection, specific push and personalized pricing, it is necessary to coordinate the conflict between operators’ algorithm autonomy and consumers’ right of identity fairness and privacy, operators’ right to recommend strategies and consumers’ right to know and choose, operators’ market interests and consumers’ surplus welfare, so as to avoid excessive and disorderly competition by operators using algorithmic technology, resulting in unnecessary waste of regulatory costs. When using the policy signaling mechanism of legal regulation, it is necessary to realize the coordinated regulation of algorithm-driven digital economy development from the perspectives of consumer empowerment, strengthening operator transparency, industry association auditing and government supervision, integrate the concept of equality and justice of law into the process of technology development, safeguard the basic rights and interests of consumers, and promote free and fair market competition.