Brand Bidding Restraints Revisited: What Is the Appropriate Economic and Legal Framework for the Antitrust Analysis of Vertical Online Search Advertising Restraints?

نویسندگان

چکیده

This article explores the law and economics of brand bidding restraints which constitute most novel type vertical imposed by owners on their distributors in digital markets. The tests critically reflects restrictive approach European competition watchdogs have recently adopted towards these restraints. It contends that this harsh antitrust treatment is not sufficiently grounded economic analysis In proposing a comprehensive framework for legal restraints, makes three principal contributions. First, it asserts can number procompetitive effects internalizing advertising-related externalities, addressing free-riding display traditional advertising facilitating fixed cost recovery through price discrimination. Second, paper considers different ways may harm consumer welfare when they disproportionately affect infra-marginal consumers, prevent meaningful intra- inter-brand comparisons or result discrimination basis search costs rather than preferences. Moreover, are particular concern context dual distribution systems where vertically integrated an incentive to raise retailers’ them from cannibalizing own sales channel. Third, explore various filters inform effects-based respect, policy recommendations future These proposals could also ongoing revision Vertical Block Exemption Regulation (VBER) Guidelines EU UK. online e-commerce sector inquiry, B2-98/11 Asics, Case COMP/AT.40428 Guess, Guidelines,

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ژورنال

عنوان ژورنال: World Competition

سال: 2021

ISSN: ['1011-4548', '1875-8436']

DOI: https://doi.org/10.54648/woco2021022