The "Civil Code" created a legitimate premise for the protection of personal information, and provided ideas and basis for effectively solving the infringement dilemma in the era of big data. In the face of the complex and changeable development trend of big data, there are still many uncertainties in the protection of personal information, which has led to a difficult situation in the protection of personal information. Under the current legal background, measures such as strengthening the administrative supervision of personal information protection, advancing the construction of industry Self‐discipline management mechanism, and constructing the infringement public interest litigation system for personal information protection, provide ideas for effectively protecting the legitimate rights and interests of personal information subjects to realize big data The protection of personal information and the balance of multiple interests in the era.