Abstract: Personal information carries multiple interests， and its processing tends to cause conflicts of interest among individuals， organizations， society and the country. This might be attributed to unclear connotation and denotation of personal information as well as its nonstandard processing.In the processing of personal information， finding common ground for all parties in line with the value of balance of interests is an effective way to eliminate conflicts of interest.In the interpretation and application of personal information processing rules， balance of interests is the goal. On the basis of “legality， legitimacy， necessity， and integrity”， we should accurately grasp the requirements of application and exceptions to the “informed consent” rule， strengthen the protection of sensitive information， promote the use of general information， and standardize personal information processing behavior，thus achieving a dynamic balance between personal information protection and appropriateuse of information.

Key words: personal information protection law; information processing;sensitive information; informed consent;balance of interests

摘要： 个人信息承载着多重利益，在个人信息处理中，容易引发个人与组织、社会以及国家之间的多元利益冲突。个人信息的内涵和外延界定不清，个人信息处理行为不规范，是引发利益冲突的重要原因。把握利益衡平的价值理念，在个人信息处理中寻找各方利益契合点，是消除利益冲突的有效途径。在个人信息处理规则的阐释与适用中，应当以利益衡平为目标，在“合法、正当、必要、诚信”的基础上，准确把握“知情同意”规则的适用要求与例外情形，关注敏感个人信息保护，促进一般个人信息利用，规范个人信息处理行为，实现个人信息保护与信息合理利用的动态平衡。

关键词: 个人信息保护法；信息处理；敏感信息；知情同意；利益衡平