Critical Analysis Of The Sustainability Of Competition Authorities In Dealing With Anti- Competitive Practices In Digital Marketing

Shrijal Bharti, University of Petroleum and Energy Studies

ABSTRACT

The abstract for the critical examination of competition authorities' sustainability in dealing with anti-competitive behaviours in digital marketing focuses on the issues that antitrust authorities confront when recognising and investigating anti-competitive behaviour in digital marketplaces. The literature study emphasises the need for new tools, competences, and techniques to deal with complicated business models, data dependency, and zero-price marketplaces in the digital industry. Because digital enterprises operate on a global scale, it emphasises the significance of coordination among regulators and policymakers worldwide. Finally, a critical review of competition authorities' sustainability must take into account the requirement for an ex-ante regulatory mechanism for digital markets in the form of distinct laws. This mechanism should maintain competition in digital marketplaces, eliminate anticompetitive behaviour, and foster a fair, transparent, and contestable digital environment. The report also discusses key findings from various competition authorities, such as their efforts to investigate, understand, and remedy anti-competitive behaviour in digital markets, as well as the importance of legislative and regulatory reforms to effectively address competition concerns in the digital realm.

Keywords: Competition authorities, Anti – competitive practices, Digital – marketing, Sustainability, Antitrust