在數位經濟發展下，個人資料已成為大型數位平台提供服務、精準廣告及維持市場優勢之重要資源。大型數位平台業者透過蒐集、整合與分析使用者資料，不僅得以強化服務個人化與廣告，亦可能進一步形成市場優勢，而數位平台本身存在網路效應與使用者鎖定效果下，使消費者在面對個資處理條件時，難以透過市場選擇形成有效制衡。傳統個人資料保護法制雖以告知與同意作為保障個資自主之重要機制，惟在大型數位平台與使用者間存在權力不對等、資訊不對稱及替代選擇不足之情形下，形式上取得同意未必足以確保個資主體具有實質選擇自由。本文以德國聯邦卡特爾署Facebook案為討論中心，探討競爭法將個人資料保護納入審查體系下可能產生之問題，並分析數位市場法之誕生是否有助於強化個資保護，同時就消費者同意有效性門檻加以探討，進一步提出此種執法模式對我國個資法之啟示。;In the development of the digital economy， personal data has become an important resource for large digital platforms to provide services， deliver targeted advertising， and maintain market advantages. By collecting， integrating， and analyzing user data， large digital platforms are able not only to enhance service personalization and advertising effectiveness， but also to further strengthen their market position. Moreover， due to the direct and indirect network effects of digital platforms， as well as user lock-in effects， consumers often find it difficult to effectively counterbalance data processing terms through market choice. Although traditional personal data protection law regards notice and consent as important mechanisms for safeguarding informational autonomy， where there are power imbalances， information asymmetries， and insufficient alternative choices between large digital platforms and users， the formal obtainment of consent may not be sufficient to ensure that data subjects enjoy substantive freedom of choice. This thesis focuses on the Facebook case of the German Federal Cartel Office and examines the issues that may arise when competition law incorporates personal data protection into its analytical framework. It further analyzes whether the emergence of the Digital Markets Act can contribute to strengthening personal data protection， while also exploring the threshold for the validity of consumer consent. Finally， this thesis discusses the implications of this enforcement model for Taiwan’s Personal Data Protection Act.
