The Ministry of industry and information technology recently held an administrative guidance meeting, requiring e-commerce platforms to comprehensively self-examine and correct the SMS marketing behavior of retail, finance and other related products, and shall not send marketing SMS without consumers' consent, demonstrating the state's attitude and determination to protect consumers' private life and personal information. In recent years, the complaints against spam marketing SMS have shown a tendency of centralized outbreak, of which the complaints related to e-commerce platforms account for up to 90%. The "proliferation" of spam marketing messages once interfered with consumers' normal rest and life. It is urgent to establish regulations on spam marketing messages and return consumers "peace". Spam marketing SMS "disturbing residents" is a manifestation of e-commerce platform abusing the principle of "informed consent" to damage the interests of consumers. Specifically, when some platforms induce consumers to fill in personal information such as mobile phone number, they do not inform users of the processing purpose and processing method of personal information in a clear and clear way; Or take advantage of the dominant position of the platform rules to treat the user's "implied consent" as "consent"; What's more, even if users choose to refuse marketing advertising, they ignore it and send spam marketing messages to target users, causing trouble to users. After the promulgation of the personal information protection law, "informed consent" has become one of the legal bases for the platform to process user information, and also provides a clearer guide for the platform to process personal information. So how can e-commerce platforms meet the "informed consent" standard in the personal information protection law? On the one hand, it is "informed". The platform should inform users about personal information processing in a clear, clear and understandable way, so that users can really understand the purpose, method and content of information processing; The other is "consent", which should be made voluntarily and clearly with the knowledge of the user. In other words, the platform has the right to process the user's personal information only after informing the user of the specific matters of processing personal information in a clear, clear and understandable way and obtaining the user's clear and voluntary consent. In fact, the management of spam SMS marketing should deal with the balance between "protection" and "use" of personal information. For personal information, "protection" and "use" are one and two sides, and also run through the whole process of information protection legislation. The State encourages the normal, legal and effective use of personal information in order to stimulate the great vitality contained in personal information. However, if the platform abuses its advantageous position and ignores the interests of consumers, it will not only violate legal norms, but also erode consumers' trust. I'm afraid it will be difficult to have the expected marketing effect. (outlook new era)