Pricing algorithm can improve both the overall performance of a company or business and the welfare of consumers. However， its widespread application in economic life can also give rise to problems such as violating consumers' privacy， damaging consumers' freedom， subjecting consumers to unfair treatment， and undermining their dignity. The path to effectively regulate pricing algorithm and prevent the ethical risks it brings lies in the following： First， the relevant state departments should create a favorable external institutional environment for its design and rational use； second， the platforms on which enterprises or merchants using pricing algorithms reside， especially the platform administrators， should formulate reasonable rules for its use； and third， the ethical education of the algorithm designers as well as law enforcement officers， regulators， and consumers should be strengthened.