Экономические эффекты использования персональных данных (персональной информации)

Вопросы экономики. 2026. № 7. С. 70–91.

Yusupova G. F.

The rules for collecting, processing and using personal information affect the

distribution of surpluses both between firms in markets and between firms and

consumers. Regulating the turnover of personal data is fundamental for sellers

in the digital economy, including digital platforms. To prevent the risks of pri-

vacy violations and manipulation of consumer choice, the legislator restricts the

collection and turnover of personal data. At the same time, the use of personal

data by digital platforms and their ecosystems can also bring benefits to con-

sumers. Using microeconomic models, the paper analyzes the possible economic

effects for sellers and buyers arising from the collection, processing and use of

information about buyers’ preferences. The models show that collecting and using

personal information can increase welfare. The paper proposes an interpretation

of the logic of the special legislation and of individual decisions of competition

authorities regarding the rules for the use of personal data by digital platforms.

It also points to the possibility that restricting the collection of preference data

may restrict competition.

Keywords: consumer surplus, цифровые платформы, digital platforms, users’ personal information, sellers’ surplus, personal data protection legislation, персональная информация пользователей, выигрыш потребителей, выигрыш продавцов, законодательство о защите прав на персональные данные

Publication based on the results of: Restructuring of the Russian Companies, Industries and Markets in Response to New Global Challenges (2025)