Facebook’s Antitrust Misadventures: Finale In Sight?
[By Pragya Jain & Akshita Singh] Pragya is a student at Hidayatullah National Law University, Raipur and Akshita is a student at National Law University Odisha, Cuttack General Overview Facebook’s iconic Senate hearing in 2018, while the punchline of many jokes for years to come, brought a fact into vivid perspective. The CEO, Mr. Zuckerberg, when prompted to provide the most accurate description of Facebook’s business, quipped simply – “Senator, we run ads.” The rebuttal, though seemingly precise, is akin to Pandora’s box of essential legal questions – one of which, concerning dubious anti-competitive practices, is central to this article. This description of Facebook’s services cements a glaring fact: if the service being consumed is free, the consumer is but a misnomer. It can be fairly said that while availing a seemingly “free” service, it is the consumer’s attention that becomes the product. This is the guiding principle behind zero-price markets which are more relevant than ever in the rapidly digitising world. One of the waves brought in by digitization which seems to have patently hit the shores of BigTech is online advertising. Statistics reveal a significant share of 46% of Facebook’s income is on account of online advertising. In fact, a pointed look at the revenue models of BigTech reveals that online advertising is strategically employed by these companies, not only to generate soaring revenues but also to gain dominance in the relevant market. This inevitably puts competition regulators in a spot while demarcating the competitive boundaries for an enterprise in an arena as exponentially advancing and fragile as online advertising. Consequently, the growing dissatisfaction of competition regulators across the globe with BigTech can be evidenced by the onslaught of probes into their practices. Recently, the European Union and Britain commenced twin antitrust proceedings against Facebook. Both the proceedings have been initiated with the intention of deciphering Facebook’s conduct particularly in the online advertising segment. The Commission seeks to undertake a thorough examination of Facebook’s status in the online advertising and social networking markets and whether it’s behaviour has been antithetical to fair competitive practices.. This brings us to the primary objective of the blog which is to discuss the contested knots of the ongoing proceedings against Facebook by the EU and UK and understand the arguments put forth by the Competition regulators. The authors also intend to unravel the future course of action which may be taken by countries, especially India, as their competition regime matures. Facebook’s March to Trial A Peep into Facebook’s Ad-Revenue Model To understand the peculiar problems in the realm of online advertising services, we must first examine the stakeholders in such a scenario. As per the authors, the stakeholders are the advertisers and the consumers of such product offerings. Any platform that hosts such users acts as both the middleman and the agent tasked with enriching the user experience of the consumer. The platform thus, accumulates invaluable information and consumer attention that is further monetised. The advertisers, ranging from small firms to large conglomerates compete for consumer attention; and as such, the value that they derive from such platforms is immeasurable; both in terms of their market presence as well as innovation. Towards the user, the platform customizes their experience by displaying personalised advertisements that allow them to peruse different product offerings and maximize the value obtained in consideration of their attention and money. The next key concept to understand in this regard is Facebook’s method of ad-auctions, a process wherein Facebook assumes the role of an agent of the user. Essentially, the auction is characterized by generation of a ‘total bid’ which denotes the approximate value that an ad being hypothetically displayed to a user can create. As the final determiner, the ads with the highest estimate of the total bid are displayed to the particular user. The key inputs taken from the advertisers in this process are their bid (the amount they are willing to pay for their desired outcome) and their target audience. These serve to create the relevant market for the advertisers where their ad relevance is determined on the basis of estimated action rates and quality. At this juncture it is key to remember that the relevance of an ad is of the utmost importance and consequently rewarded. Per Facebook’s policy, it may choose to subsidize relevant ads and reduce their costs while the advertisers get good results from the same. It is thus, practicable that in an auction, a relevant ad has a higher chance of winning against a higher bid. Rising Dissatisfaction Facebook’s use of data over the past few years has raised eyebrows all over. Recently, its use of data collected from advertisers through its online advertising service has struck the eye of the competition regulators in the UK and EU. A probe has been launched to ascertain the potential abuse of data through its classifieds service- Facebook Marketplace. To explain briefly, Facebook Marketplace is an online platform which allows its users to sell and buy goods from one another. The potential breach in competition is in regard to Facebook’s use of commercially valuable data mined from its advertising service to get a leg up for its marketplace. In addition, the UK also geared up to put Facebook’s use of data from its single sign-on authentication service under the microscope, and its recently launched product – Facebook Dating, a service available only in select countries. Facebook Dating is being scrutinised for synthesizing data based on user preferences, groups and events attended as well as mutual friends to recommend potential matches. It also allows the use of other Facebook services such as Messenger and Instagram as add-ons to the Dating profile. Recently these dubious practices have come under fire with the European Commission (EC) and the Competition and Markets Authority (CMA) of the UK, for their alleged anti-competitive nature. A peep into the viewpoints of the two competition authorities can be traced on the following lines. To begin with, the investigation initiated by the EC
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