Introduction and Summary of Argument

The Sherman Act is the “Magna Carta of free enterprise.” Verizon Commcn’s Inc. v. Law Offs. of Curtis V. Trinko, LLP, 540 U.S. 398, 415 (2004) (citation omitted). It directs itself “not against conduct which is competitive, even severely so, but against conduct which unfairly tends to destroy competition itself.” Spectrum Sports, Inc. v. McQuillan, 506 U.S. 447, 458 (1993). And it does so not to protect corporate or private interests, but from concern for consumer welfare and the public interest. Id. The goal of antitrust law thus “is not to redress losers of legitimate competition; [i]t is to proscribe actions with anticompetitive effect.” Apartments Nationwide, Inc. v. Harmon Publ’g Co., 78 F.3d 584 (6th Cir. 1996) (table); Omega Env’t, Inc. v. Gilbarco, Inc., 127 F.3d 1157, 1163 (9th Cir. 1997) (“[T]he antitrust laws were not designed to equip [a] competitor with [its rival’s] legitimate competitive advantage.”).

For almost four decades, CoStar Group, Inc. and CoStar Realty Information, Inc. (“CoStar”) have provided commercial real estate
(“CRE”) services, including CRE listings and auction services. Commercial Real Estate Exchange Inc. (“CREXi”), launched almost a decade ago, is attempting to build its own CRE platform. CoStar filed suit against CREXi in September 2020, alleging that CREXi “harvests content, including broker directories, from CoStar’s subscription database without authorization by using passwords issued to other companies.” See Dist. Ct. Dkt. 1. In response, CREXi filed eight antitrust counterclaims for violations of the Sherman Act (seven claims) and the Cartwright Act (one claim). Dist. Ct. Dkt. 146. The district court dismissed them all.

In asking this Court to reverse the district court’s decision, CREXi and its amicus make three critical errors. First, CREXi and the FTC try to recast the court’s analysis as incorrectly applying a “refusal-to-deal framework.” Doc. 24 (“FTC Br.”) 10; Doc. 21 (“CREXi Br.”) 32. But the district court did not apply any such framework. Nor did it borrow any of the elements this Court has found must be pleaded in refusal to deal cases. See FTC v. Qualcomm Inc., 969 F.3d 974, 994–95 (9th Cir. 2020). Instead, the court did what courts do when considering antitrust claims—analyze contractual language and market realities in light of the bedrock antitrust principle that “a business generally has the right to refuse to deal with its competitors.” Dist. Ct. Dkt. 340 (“Op.”) 3. There is nothing improper about analyzing antitrust claims against the backdrop of this (and other) “traditional antitrust principles.” Trinko, 540 U.S. at 411.

Second, CREXi and the FTC argue that CoStar’s contractual provisions with brokers are “de facto” exclusivity provisions that violate the Sherman Act. CREXi Br. 62–64; FTC Br. 17–19. Yet both fail to acknowledge that this Court has never “explicitly recognized a ‘de facto’ exclusive dealing theory.” Aerotec Int’l, Inc. v. Honeywell Int’l, Inc., 836 F.3d 1171, 1182 (9th Cir. 2016). A careful examination of this theory reveals that it lacks a doctrinal foundation, and that this Court’s cases, historical context, and administrability concerns all counsel strongly against recognizing this theory. In any event, even if this were a viable theory, it is unavailable to CREXi here because CoStar’s express contractual terms plainly do not “substantially foreclose[]” brokers from dealing with CREXi. Id.

Third, CREXi and the FTC both urge this Court to hold that allegations of supracompetitive prices alone are enough to adequately allege direct evidence of market power, and thus that the test applied in Rebel Oil Co., Inc. v. Atl. Richfield Co., 51 F.3d 1421, 1433 (9th Cir. 1995), is “wrong as a matter of law.” CREXi Br. 38. Not so. Direct evidence of market power is “only rarely available.” United States v. Microsoft Corp., 253 F.3d 34, 51 (D.C. Cir. 2001) (en banc) (per curiam). And as the Supreme Court has made clear, market power is “the ability to raise prices profitably by restricting output. Ohio v. Am. Express Co., 138 S. Ct. 2274, 2288 (2018) (quoting Areeda & Hovenkamp § 5.01) (emphasis in original). “[H]igh price alone” thus is not enough to infer market power. Coal. for ICANN Transparency, Inc. v. VeriSign, Inc., 611 F.3d 495, 503 (9th Cir. 2010); see Blue Cross & Blue Shield United of Wis. v. Marshfield Clinic, 65 F.3d 1406, 1412 (7th Cir. 1995) (Posner, J.). A plaintiff seeking to present direct evidence of market power needs to show more than prices above a competitive level. It must show “evidence of restricted output and supracompetitive prices.” Rebel Oil, 51 F.3d at 1434 (emphasis added); Forsyth v. Humana, Inc., 114 F.3d 1467, 1476 (9th Cir. 1997) (“With no accompanying showing of restricted output,” “hig[h] prices” and “high profits … fail[ ] to present direct evidence of market power.”), overruled on other grounds by Lacey v. Maricopa Cnty, 693 F.3d 896 (9th Cir. 2012).

The arguments pushed by CREXi and the FTC, if accepted, would open the floodgates to baseless antitrust suits. Recognizing claims based on the de facto exclusive dealing theory would allow a competitor to transform its rival’s plainly nonexclusive contractual language into exclusive dealing provisions and drag its rival into expensive, protracted discovery based on speculative allegations about third-party conduct. Indeed, there is no end to what a struggling competitor could do with such an amorphous doctrine. So too, permitting a party to establish direct evidence of market power through allegations of supracompetitive prices alone would contravene binding authority and bedrock antitrust principles.

In rejecting these arguments below, the district court properly concluded that CREXi failed to meet its pleading burden for its antitrust
counterclaims. This Court should affirm.

Read the full brief here.

Resumen Ejecutivo

Agradecemos la oportunidad de presentar nuestros comentarios al Informe Preliminar (en adelante, el Informe[1]) publicado por la Autoridad Investigadora (AI) de la Comisión Federal de Competencia Económica (COFECE), luego de culminada su investigación sobre la competencia en el mercado de comercio electrónico. El International Center for Law and Economics (“ICLE”) es un think-tank global de políticas públicas e investigación, no partidista y sin fines de lucro, fundado con el objetivo de construir las bases intelectuales para políticas sensatas y económicamente fundamentadas. ICLE promueve el uso de las metodologías del Análisis Económico del Derecho para informar los debates de política pública, y tiene una larga experiencia en la evaluación de leyes y políticas de competencia. El interés de ICLE es garantizar que la aplicaciones de las leyes de competencia y el impacto de la regulación sobre la competencia se base en reglas claras, precedentes establecidos, evidencia y un análisis económico sólido.

El Informe ha sido emitido en el marco de un procedimiento contemplado en la Ley de Competencia de México, conocido como “Investigaciones para Determinar Facilidades Esenciales o Barreras a la Competencia”, en virtud del cual COFECE iniciará una investigación “cuando existan elementos que sugieran que no existen condiciones efectivas de competencia en un mercado”. La AI es responsable de emitir un informe de investigación preliminar y proponer medidas correctivas. El Pleno de la COFECE podrá posteriormente adoptar o rechazar la propuesta.

Nuestros comentarios sugieren respetuosamente a los Comisionados de la COFECE no seguir las recomendaciones de la AI en lo que se refiere a la competencia en el mercado de comercio electrónico. Si bien el Informe es un esfuerzo loable por comprender el mercado de marketplaces y proteger la competencia en él —competencia que ha sido beneficiosa para los consumidores mexicanos—sus conclusiones y recomendaciones no siguen la evidencia ni los métodos y principios generalmente aceptados del Derecho de la Libre Competencia.

En primer lugar, de acuerdo con la Ley de Competencia mexicana, cualquier investigación debe apuntar a eliminar “restricciones al funcionamiento eficiente de los mercados”. Sin embargo, según información disponible públicamente, Amazon y Mercado Libre (MeLi), las dos empresas identificadas como “dominantes” en el informe, debe su éxito al hecho de que gozan de la preferencia de los consumidores, y cuentan la confianza de éstos, antes que a la existencia de “barreras a la competencia”. El informe también parece ignorar los beneficios para el consumidor que ofrecen los modelos de negocio de Amazon y MeLi (es decir, productos y servicios más baratos, entrega rápida, acceso más fácil a la información para comparar productos, etc.).

En segundo lugar, el Informe define un mercado relevante irrazonablemente “estrecho”, que incluye sólo “mercados en línea en múltiples categorías de productos y que operan a nivel nacional”. Esta definición de mercado ignora a otros minoristas en línea (como Shein o Temu) porque venden una selección menos amplia de productos, agregadores de comercio electrónico (como Google Shopping)  porque son “meros intermediarios” que conectan compradores y vendedores, sitios propios de vendedores (como Apple o Adidas) porque no operan en diversas categorías, así como tiendas físicas. Esta definición, artificialmente estrecha, distorsiona drásticamente la participación de mercado de Amazon y MeLi, haciéndola parecer mucho mayor de lo que realmente es.

En tercer lugar, esta distorsionada definición del mercado relevante conduce hacia la errada conclusión de que Amazon y MeLi ostentan una posición dominante, un requisito previo para la adopción de medidas aplicables a dichas empresas. Esta conclusión es errada porque el Informe utiliza un concepto de “barreras a la entrada” que parece considerar cualquier costo que enfrenten los nuevos participantes como una barrera a la entrada que protege a Amazon y MeLi de la competencia. Como explicamos más adelante, estos costos son costos comerciales regulares, no barreras específicas del mercado que impiden la entrada de nuevos actores. En efecto, la evidencia muestra que, efectivamente, han estado entrando regularmente nuevas empresas en el mercado.

Finalmente, el informe sugiere remedios que perjudicarían a los consumidores en lugar de beneficiarlos. El Informe sugiere obligar a Amazon y MeLi a separar sus servicios de streaming (como Amazon Prime) de sus programas de fidelización. Esto perjudicaría a los consumidores que actualmente disfrutan de beneficios combinados a un precio más bajo. Además, exigir que las plataformas sean interoperables conlas otros proveedores de logística sofocaría la innovación y la inversión, ya que estas plataformas no aprovecharían los beneficios de su infraestructura digital. Esta interoperabilidad obligatoria también podría perjudicar a los consumidores, quienes pueden atribuir fallas relacionadas con la entrega a los marketplaces, en lugar de a los proveedores de logística responsables de ellas, creando así un típico problema de “free-riding”.

I. Introducción

El Informe ha sido emitido en el marco de un procedimiento contemplado en el artículo 94 de la Ley de Competencia de México, conocido como “Investigaciones para Determinar Facilidades Esenciales o Barreras a la Competencia”. Según esta disposición, la COFECE iniciará una investigación “cuando existan elementos que sugieran que no existen condiciones de competencia efectiva en un mercado”. La investigación debería apuntar a determinar la existencia de “barreras a la competencia y al libre acceso a los mercados” o de “facilidades esenciales”.

La AI es responsable de emitir un informe de investigación preliminar y proponer medidas correctivas. El Informe deberá identificar el mercado objeto de la investigación con el fin de que cualquier persona interesada aporte elementos durante la investigación. Una vez finalizada la investigación, la AI emitirá un Informe, incluyendo las medidas correctivas que se consideren necesarias para eliminar las restricciones al funcionamiento eficiente del mercado. Los agentes económicos potencialmente afectados por las medidas correctivas propuestas tienen la oportunidad de comentar y aportar evidencia. El Pleno de la COFECE puede posteriormente adoptar o rechazar las propuestas.

Entendemos y elogiamos las preocupaciones de la COFECE sobre la competencia en los mercados, pero cualquier investigación debe apuntar a eliminar “las restricciones al funcionamiento eficiente de los mercados”, el propósito de la Ley de Competencia de México, según su Artículo 2. Las conclusiones y recomendaciones del Informe no parecen considerar las eficiencias generadas por los marketplaces líderes, lo que puede explicar por qué gozan de la preferencia de los consumidores.

De hecho, según información públicamente disponible, Amazon y MeLi, las dos empresas identificadas como “dominantes” en el informe, son debe su éxito a la preferencia y confianza de los consumidores. Según una fuente[2], por ejemplo:

La popularidad del marketplace de Amazon en México se basa en gran medida en la satisfacción del cliente. Amazon es la segunda plataforma de comercio electrónico más apreciada en México, según  una encuesta de Kantar, con un índice de satisfacción de 8.5 sobre 10. El feedback de los consumidores también es esencial para el éxito del mercado de Amazon, ya que permite a los compradores realizar compras exitosas. . Las reseñas de los consumidores también son esenciales para el éxito del marketplace de Amazon, ya que permiten a los compradores realizar compras informadas. Las buenas críticas destacan la velocidad y confiabilidad de Amazon (el énfasis es nuestro).

Según un estudio publicado por el Instituto Federal de Telecomunicaciones (IFT) sobre el uso de plataformas digitales durante la pandemia de Covid-19, el 75.8% de los usuarios afirma estar satisfecho o muy satisfecho con las aplicaciones y páginas web que utiliza para comprar en línea. Precisamente MeLi y Amazon fueron las plataformas más mencionadas con un 67,3% y un 30,3% de menciones, respectivamente.[3]

El informe también parece ignorar los beneficios para el consumidor que ofrecen los modelos de negocio de Amazon MeLi (es decir, productos y servicios más baratos, entrega rápida, acceso más fácil a la información para comparar productos, etc.).

El Informe encuentra evidencia preliminar de que “no existen condiciones de competencia efectiva en el Mercado Relevante de Vendedores y en el Mercado Relevante de Compradores”, así como la existencia de tres “Barreras a la Competencia” que generan restricciones al funcionamiento eficiente de dichos mercados.

Las supuestas barreras consisten en:

1. “Artificialidad” en algunos componentes de los programas de fidelización de los mercados, ya que los servicios integrados en programas de fidelización que, sin estar directamente vinculados a la capacidad del mercado para llevar a cabo o facilitar transacciones entre compradores y vendedores, y que, conjuntamente con los “efectos de red” que se generan en las plataformas, afectan el comportamiento de los compradores;
2. “Opacidad” en el Buy Box[4], considerando que los vendedores en los mercados no tienen acceso a las formas en que Amazon y MeLi eligen los productos colocados en el Buy Box; y
3. Soluciones logísticas, ya que Amazon y MeLi no permiten que todos los proveedores de servicios logísticos accedan a las interfaces de programación de aplicaciones (APIs, por sus siglas en inglés) de sus plataformas, sino que “atan” los servicios de sus marketplaces con sus propios servicios de entrega.

Para eliminar estas supuestas barreras, el Informe propone tres remedios que se aplicarían a Amazon y MeLi:

1. La obligación de “desasociar” los servicios de streaming de los programas de membresía y/o fidelización (por ejemplo, Amazon Prime), así como de cualquier otro servicio no relacionado con servicio de marketplace (por ejemplo, juegos y música, entre otros);
2. La obligación de realizar todas las acciones que sean “necesarias y suficientes” para permitir a los vendedores ajustar libremente sus estrategias comerciales con pleno conocimiento de los procesos de selección del Buy Box; y
3. La obligación de permitir que empresas de logística de terceros se integren en las plataformas de Amazon y MeLi a través de sus respectivas API, y de garantizar que la selección de Buy Box no dependa de la elección del proveedor de logística a menos que afecte los “criterios de eficiencia y rendimiento”.

No estamos de acuerdo con las conclusiones y recomendaciones del Informe por las razones que se exponen a continuación:

II. Una definición del mercado relevante artificialmente restrictiva

Antes que un procedimiento de “abuso de posición dominante”, la investigación de mercado que condujo a la emisión del Informe fue el “procedimiento cuasi-regulatorio” descrito líneas arriba. Pero la redacción del artículo 94 de la Ley Federal de Competencia Económica de México (bajo la cual se autorizó la investigación) sugiere contundentemente que la COFECE tiene que establecer (no simplemente afirmar que existe) una “ausencia de competencia efectiva”. Esto implicaría que existe una “falla del mercado” que impide la competencia, o que existe un agente económico con una posición dominante. El informe intenta mostrar esto último, pero lo hace de manera poco convincente.

Para determinar si una determinada empresa tiene una “posición dominante” (poder monopólico), las agencias de competencia deben primero definir un “mercado relevante” en el que la conducta o modelo de negocio cuestionado tenga un efecto. Aunque es común que las autoridades antimonopolio definan de manera restrictiva los mercados relevantes (a menudo, cuanto más pequeño es el mercado, más fácil es descubrir que el hipotético monopolista es, de hecho, un monopolista), creemos que el Informe va demasiado lejos en el caso que nos ocupa.

El Informe parece seguir el (mal) ejemplo de su homólogo estadounidense, la Comisión Federal de Comercio (FTC). Como explica Geoffrey Manne en un informe sobre la reciente denuncia[5] por monopolización de la FTC contra Amazon:

La denuncia de la FTC contra Amazon describe dos mercados relevantes en los que supuestamente se han producido daños anticompetitivos: (1) el “mercado de los grandes supermercados en línea” y (2) el “mercado de servicios de marketplaces en línea”.

… la demanda de la FTC limita el mercado de los supermercados en línea únicamente a las tiendas en línea, y lo limita aún más a las tiendas que tienen una “gran amplitud y profundidad” de productos. Esto último significa tiendas en línea que venden prácticamente todas las categorías de productos (“como artículos deportivos, artículos de cocina, indumentaria y electrónica de consumo”) y que también tienen una amplia variedad de marcas dentro de cada categoría (como Nike, Under Armour, Adidas , etc.). En la práctica, esta definición excluye los canales privados de marcas líderes (como la tienda en línea de Nike), así como las tiendas en línea que se centran en una categoría particular de productos (como el enfoque de Wayfair en muebles). También excluye las tiendas físicas que todavía representan la gran mayoría de las transacciones minoristas. Las empresas con importantes ventas en línea y físicas podrían contar, pero sólo sus ventas en línea se considerarían parte del mercado.[6]

El Informe hace algo similar. Define dos mercados relevantes;

1. Mercado Relevante de Vendedores: consiste en el servicio de marketplaces para vendedores, con dimensión geográfica nacional.
2. Mercado Relevante de Compradores: consiste en el servicio de marketplaces y tiendas en línea multicategoría para compradores en el territorio nacional, que incluye modelos de negocio de marketplaces (híbridos y no híbridos) y tiendas en línea con múltiples categorías de productos.

Ambos mercados, sin embargo, están definidos de forma irrazonablemente restrictiva. Al alegar que los grandes mercados en línea “se han posicionado como una importante opción”, la agencia ignora la competencia de otros minoristas, tanto on-line como off-line. El Informe ignora otras plataformas de comercio electrónico, como Shein[7] y Temu[8] de China, que han ganado tanto popularidad como participación en el mercado publicitario. El Informe tampoco menciona los agregadores de comercio electrónico como Google Shopping, que permiten a los consumidores buscar casi cualquier producto, compararlos y encontrar ofertas competitivas; así como la competencia de sitios web de comercio electrónico propiedad de los propios vendedores, como Apple o Adidas.

Esta exclusión es, por decir lo menos, discutible. Para competir con una “super-tienda online”, las tiendas online no tienen que contar necesariamente con la misma gama de productos que tienen Amazon o MeLi, porque “los consumidores compran productos, no tipos de tiendas”[9]:

De hecho, parte de la supuesta ventaja de las compras en línea (cuando es una ventaja) es que los consumidores no tienen que agrupar las compras para minimizar los costos de transacción de visitar físicamente a un minorista tradicional. Mientras tanto, otra parte de la ventaja de las compras en línea es la facilidad de comparar precios: los consumidores ni siquiera tienen que cerrar una ventana de Amazon en sus computadoras para verificar alternativas, precios y disponibilidad en otros lugares. Todo esto socava la afirmación de que el “one-stop shopping” es una característica definitoria del supuesto mercado relevante.[10]

El Informe también parece ignorar la competencia que representan por los minoristas tradicionales, que disciplinarían cualquier intento de Amazon o Meli de explotar su poder de mercado. Por supuesto, cuántos consumidores podrían cambiar de proveedor y en qué medida eso afectaría a los marketplaces en cuestión son cuestiones empíricas. Pero no hay duda de que al menos algunos consumidores podrían cambiarse. Sobre el particular, es importante recordar que la competencia se produce en los márgenes. En consecuencia, no es necesario que todos los consumidores cambien para afectar las ventas y las ganancias de una empresa.

El informe hace mención a las ventas a través de las redes sociales, pero no las incluye en el mercado relevante. Desde nuestro punto de vista las redes sociales como canal de ventas deben considerarse como un sustituto razonable de Amazon y Meli, considerando que el 85% de las pequeñas y medianas empresas recurrieron a Facebook, Instagram y WhatsApp durante la pandemia de Covid-19 para publicitar y vender sus productos.[11] La Guía Comercial publicada por la Administración de Comercio Internacional del Departamento de Comercio de Estados Unidos para México informa que “los compradores mexicanos están muy influenciados por las redes sociales a la hora de realizar compras. El cuarenta y tres por ciento de los compradores de comercio electrónico han comprado a través de comercio conversacional o comercio electrónico (ventas a través de Facebook o WhatsApp) y el 29 por ciento a través de “lives” o transmisiones en vivo”.[12]

También hay evidencia empírica de que Amazon no sólo compite, sino que compite intensamente con otros canales de distribución, y tiene un efecto neto positivo en el bienestar de los consumidores mexicanos. Un artículo[13] de 2022 encontró que:

1. El comercio electrónico y los minoristas tradicionales en México operan en un único mercado minorista, altamente competitivo; y,
2. La entrada de Amazon ha generado un importante efecto procompetitivo al reducir los precios minoristas de las tiendas físicas y aumentar la selección de productos para los consumidores mexicanos.

El mismo documento concluye que la entrada al mercado de productos vendidos y entregados por Amazon dio lugar a reducciones de precios de hasta un 28%.[14] A la luz de esta evidencia, creemos que es un error suponer que mercados como Amazon y MeLi no compiten con otros minoristas. Por tanto, estos últimos deberían incluirse en el mercado relevante.

Por si esta estrecha definición del mercado relevante no fuera suficiente, el informe combina las cuotas de mercado de Amazon y MeLi, para concluir que, ambas empresas ostentan más del 85% de las ventas y transacciones en el Mercado Relevante de Vendedores durante el periodo analizado, y el Índice Herfindahl-Hirschman (HHI) supera los dos mil puntos (por tanto, el mercado sería “altamente concentrado”). Asimismo, en el “Mercado Relevante de Compradores” el HHI se estimó, para 2022, en 1614 unidades, y los tres principales participantes concentran el 61% (sesenta y uno por ciento) del mercado. En ambos mercados, los demás participantes tienen una participación significativamente menor.

Pero ¿por qué combinar la cuota de mercado de Amazon y MeLi, como si actuaran como una sola empresa? Dada la definición de mercado de la AI, Amazon y MeLi (por lo menos) estarían compitiendo entre sí. El continuo crecimiento del mercado y la evolución de las respectivas cuotas de mercado de las empresas indican que así es. Un artículo de 2020, por ejemplo, informa que:

Cadenas de autoservicios, departamentales y nativas digitales tienen un objetivo en común: ser quien acapare más mercado en el comercio electrónico en México. En esta batalla, Amazon y Mercado Libre se ponen a la cabeza, pues son las dos firmas que concentran casi un cuarto del total de mercado de este rubro.

Al cierre de 2019, Amazon contaba con un cuota de mercado del 13.4%, que lo colocaba al frente de los demás competidores. Ese mismo año, con 11.4% se encontraba Mercado Libre”.[15]

También es inconsistente con la hipótesis de un mercado con “barreras a la competencia” el hecho de que el mercado de comercio electrónico está creciendo continuamente en México, que ahora es el segundo mercado de comercio electrónico más grande de América Latina.[16]

Es sólo sobre la base de una descripción distorsionada del mercado relevante que puede arribarse a la conclusión de que Amazon y MeLi tienen “el poder de fijar precios” (otra forma de decir “poder de monopolio”). Teniendo en cuenta lo explicado líneas arriba, esa conclusión debe rechazarse.

III. Una injustificada determinación de la existencia de una “posición dominante”

Incluso si se acepta la definición de mercado del Informe y, por lo tanto, se considera que Amazon y MeLi tienen una participación de mercado significativa, ambas empresas aún podrían enfrentar la competencia de nuevos participantes, atraídos al mercado por los precios más altos (u otras condiciones “explotativas”) que cobrarían a los consumidores. Según el Informe, sin embargo, existen varias barreras que obstaculizan “la entrada y la expansión” en ambos mercados relevantes. Entre ellos, el Informe menciona, por ejemplo:

1. Barreras de entrada relacionadas con los altos montos de inversión para el desarrollo del mercado, así como para el desarrollo de herramientas tecnológicas integradas al mismo…. Además, se requieren altos montos de inversión relacionados con el desarrollo de infraestructura logística y en capital de trabajo relacionado con fondos necesarios para cubrir gastos operativos, inventarios, cuentas por cobrar y otros pasivos corrientes; y,
2. Barreras de entrada relacionadas con inversiones considerables en publicidad, marketing y relaciones públicas. Para atraer un número importante de compradores y vendedores a la plataforma que garantice el éxito del negocio, es imperativo contar con una marca bien posicionada, reconocida y con buena reputación.

Sin embargo, y contrariamente a lo que afirma el Informe, estos son costos de hacer negocios, no “barreras de entrada”. Como explicó convincentemente Richard Posner, el término “barrera de entrada” se utiliza comúnmente para describir cualquier obstáculo o costo que enfrentan los entrantes al mercado[17]. Pero según esta definición (aparentemente adoptada por el Informe), cualquier costo es una barrera de entrada. Basándose en la definición más precisa de George Stigler, Posner sugirió definir una barrera de entrada como “una condición que impone a un nuevo entrante costos de producción a largo plazo más altos que los que soportan las empresas que ya están en el mercado”.[18] En otras palabras, bien entendida, una barrera a la entrada es un costo asumido por los nuevos participantes, que no fue asumido por los ya actores establecidos.

La definición de “barreras de entrada” de la AI también contradice la definición dada por la sección IV del artículo 3 de la Ley de Competencia de México, según la cual una barrera a la competencia es:

Cualquier característica estructural del mercado, acto o hecho realizado por Agentes Económicos con el propósito o efecto de impedir el acceso a competidores o limitar su capacidad para competir en los mercados; que impida o distorsione el proceso de competencia y libre acceso a los mercados, así como cualquier disposición legal emitida por cualquier nivel de gobierno que impida o distorsione indebidamente el proceso de competencia y libre acceso a los mercados.

Por supuesto, Amazon y MeLi tienen algunas ventajas sobre otras empresas en términos de infraestructura, conocimientos, escala y goodwill. Pero esas ventajas no cayeron del cielo. Amazon y MeLi los construyeron con el tiempo, invirtiendo (y continuando invirtiendo) a menudo enormes cantidades para lograrlo. Incluso los “efectos de red”, a menudo considerados como una fuente inevitable de monopolio, no son un obstáculo definitivo para la competencia. Como han señalado Evans y Schmalensee:

la investigación sistemática sobre plataformas en línea realizada por varios autores, incluido uno de nosotros, muestra una considerable rotación en el liderazgo de las plataformas en línea en períodos inferiores a una década. luego está la colección de plataformas muertas o marchitas que salpican este sector, incluidas blackberry y windows en los sistemas operativos de teléfonos inteligentes, aol en mensajería, orkut en redes sociales y yahoo en medios masivos en línea.[19]

La idea de que Amazon y MeLi están protegidas por barreras de entrada también se contradice con la entrada de nuevos rivales, como Shein y Temu.

Como se explicó anteriormente, el Informe también combina erróneamente las participaciones de mercado de Mercado Libre y Amazon, para alcanzar una participación de mercado combinada del 85% (ochenta y cinco por ciento) de las ventas y transacciones en el Mercado Relevante de Vendedores; y luego combina la participación de mercado de los tres principales participantes del mercado en el Mercado Relevante para Compradores para alcanzar una participación de mercado del 61% (sesenta y uno por ciento) del mercado. Esto es muy problemático, ya que esas empresas no son una sola entidad económica y, por lo tanto, presumiblemente (a falta de evidencia de colusión) debe asumirse que compiten entre sí.

En todo caso, las cuotas de mercado producidas por el Informe sólo conducen a un IHH alto, lo que a su vez muestra que el mercado está “altamente concentrado” (si se acepta la estrecha definición de mercado del Informe). Pero la concentración es un pobre indicador del poder de mercado. Los economistas han estudiado la relación entre la concentración y diversos indicios potenciales de efectos anticompetitivos (precio, margen, ganancias, tasa de rendimiento, etc.) durante décadas, y la evidencia empírica es más que suficiente para decir que la concentración podría conducir a problemas de competencia.[20] No es per se una prueba de falta de competencia, y mucho menos de una posición dominante.

Como resumió recientemente Chad Syverson:

Quizás el problema conceptual más profundo de la concentración como medida del poder de mercado es que es un resultado, no un determinante central inmutable de cuán competitivo es una industria o un mercado… Como resultado, la concentración es peor que un simple barómetro poco preciso del poder de mercado. En realidad, ni siquiera podemos saber en general en qué dirección está orientado el barómetro.[21]

IV. Los remedios propuestos van a perjudicar al consumidor antes que beneficiarlo

Incluso si aceptáramos la definición de mercado relevante sugerida por el Informe y su determinación de la existencia de una posición dominante, los remedios propuestos —que podrían resumirse en la separación obligatoria de los servicios de streaming de Amazon y MeLi de sus programas de fidelización (como Prime de Amazon) y hacer que (al menos parte de) sus plataformas sean “interoperables” con otros servicios logísticos—perjudicaría a los consumidores, en lugar de beneficiarlos.

Amazon Prime, por ejemplo, ofrece a los consumidores muchos beneficios atractivos: acceso a streaming de vídeo y música; ofertas y descuentos especiales; y, por último, pero no menos importante, envío gratuito en dos días. Según el Informe, estos “son una estrategia artificial que atrae y retiene a los compradores, a la vez que reduce que los compradores y vendedores usen marketplaces alternativos.”

No está del todo claro qué significa el término “artificial” en este contexto, pero parece implicar algo fuera de los límites de la competencia “natural”. Sin embargo, la estrategia de negocio que describe el Informe es la definición misma de competencia. Las empresas que compiten en un mercado siempre eligen un “paquete” de atributos que combinan en un solo producto. En cierta medida “apuestan” por un conjunto de características (funcionalidad, materiales, términos y condiciones) que implican asumir determinado costos, que luego ofrecen a un precio determinado, que puede ser asumido por clientes dispuestos (o no). Incluso con información imperfecta, los mercados (es decir, los vendedores y los consumidores) son los agentes mejor calificados para “decidir” el nivel apropiado de “agrupación” de un producto, no las agencias de competencia o los tribunales.

Un mandato para desagregar los servicios de streaming en realidad degradaría la experiencia de los consumidores online, quienes tendrían que contratar y pagar esos servicios por separado[22]. La prestación independiente de dichos servicios no se beneficiaría de las economías de escala y alcance de Amazon o MeLi y, por tanto, sería más cara. Ofrecer más beneficios a los consumidores a un precio determinado es lo precisamente lo que queremos que hagan los competidores. Tratar el beneficio para el consumidor como un daño es un contrasentido para el Derecho y las políticas de competencia (y, de hecho, para la noción misma de competencia).

Por otro lado, el informe también propone ordenar la apertura del Buy Box y modificar sus reglas, a fin de que sea neutral para todos los proveedores de logística. Exigir que se permita a dichos proveedores ofrecer sus servicios en Amazon o Mercado Libre equivale a considerar estas plataformas como “operadores comunes”, tal como los legisladores y reguladores hicieron con las antiguas redes de telefonía del siglo XX. Sin embargo, esta clasificación y las reglas que de ella se derivan (neutralidad y regulación de precios, entre otras) fueron diseñadas para mercados con monopolios naturales, donde la competencia no es posible, o incluso indeseable.[23] Pero no hay evidencia de que este sea el caso de los marketplaces de comercio electrónico. Por el contrario, las plataformas digitales son mucho más competitivas. En este contexto, el aplicara éstas las normas del tipo “common carrier” sólo crearía “free-riding” e incentivos negativos para la inversión y la innovación (tanto por parte de los actuales participantes del mercado como de los nuevos entrantes). Los vendedores y proveedores de logística tienen muchas otras opciones para acceder a los consumidores. No existe ninguna justificación económica o legal para ordenar su acceso mandatorio a las plataformas de Amazon o MeLi.

En resumen, las conclusiones erróneas del Informe conducen a soluciones aún peores. Tales soluciones no promoverían la competencia en México ni beneficiarían a los consumidores.

[1] El texto completo de el Informe (en su versión pública) está disponible en el siguiente enlace: https://www.cofece.mx/wp-content/uploads/2024/02/Dictamen_Preliminar_Version_Publica.pdf.

[2] La Patria, ¿Qué tan popular es el marketplace de Amazon en México? (23 Apr. 2023), https://www.lapatria.com/publirreportaje/que-tan-popular-es-el-marketplace-de-amazon-en-mexico.

[3] Instituto Federal de Telecomunicaciones, Adopción, Uso y satisfacción de las aplicaciones y herramientas digitales para compras y banca en línea, videollamadas, redes sociales, salud y trámites gubernamentales en tiempos de Covid-19 (Jan 19, 2022), https://www.ift.org.mx/sites/default/files/contenidogeneral/usuarios-y-audiencias/aplicacionesyherramientasdigitalesentiemposdecovid19.pdf.

[4] El “Buy Box” o, traduciendo literalmente el “Recuadro de compra” es un cuadro que normalmente se encuentra en el lado derecho de la página web del marketplace cuando los clientes buscan un producto. Estar en esta casilla es una ventaja para el vendedor porque no solo resalta su producto, sino que también facilita el proceso de pago. Por supuesto, esto también es una ventaja para los consumidores, que pueden encontrar y comprar productos más rápido.

[5] Ver: https://www.ftc.gov/legal-library/browse/cases-proceedings/1910129-1910130-amazoncom-inc-amazon-ecommerce.

[6] Geoffrey A. Manne, Gerrymandered Market Definitions in FTC v. Amazon (Jan. 26, 2024), https://laweconcenter.org/resources/gerrymandered-market-definitions-in-ftc-v-amazon.

[7] Ver, por ejemplo: Krystal Hu y Arriana McLymore, Exclusive: Fast-fashion giant Shein plans Mexico factory, Reuters (Mayo 24, 2023), https://www.reuters.com/business/retail-consumer/fast-fashion-giant-shein-plans-mexico-factory-sources-2023-05-24.

[8] Ver, por ejemplo: Rising E-commerce Star: The Emergence of Temu in Mexico, BNN (Sep. 25, 2023), https://bnnbreaking.com/finance-nav/rising-e-commerce-star-the-emergence-of-temu-in-mexico.

[9] Geoffrey A. Manne, Ibid.

[10] Ibid.

[11] Expansión, El 85% de las Pymes usa redes sociales para vender en línea (28 Jul. 2021), https://expansion.mx/tecnologia/2021/07/28/el-85-de-las-pymes-usa-redes-sociales-para-vender-en-linea.

[12] International Trade Organization, Mexico – Country Commercial Guide, (Nov. 5, 2023), https://www.trade.gov/country-commercial-guides/mexico-ecommerce.

[13] Raymundo Campos Vázquez et al., Amazon’s Effect on Prices: The Case of Mexico, Centro de Estudios Económicos, Documentos de Trabajo, Nro. II (2022), https://cee.colmex.mx/dts/2022/DT-2022-2.pdf.

[14] Ibid, p. 23.

[15] El CEO, Amazon y Mercado Libre se disputan la corona del comercio electrónico en México (Mar 17, 2020), https://elceo.com/negocios/amazon-y-mercado-libre-se-discuten-la-corona-del-comercio-electronico-en-mexico.

[16] “Over the last few years, online buying and selling have gained considerable ground in Mexico, so much so that the country has positioned itself as the second largest e-commerce market in Latin America. With a rapidly increasing online buying population, it was forecast that nearly 70 million Mexicans would be shopping on the internet in 2023, a figure that would grow by over 26 percent by 2027.”). Stephanie Chevalier, E-commerce market share in Latin American and the Caribbean 2023, by country, Statista, March 25, 2024, https://www.statista.com/statistics/434042/mexico-most-visited-retail-websites.

[17] Richard Posner, Antitrust Law (2nd. Ed. 2001), pp.73-74.

[18] Ibid., p. 74.

[19] David S.Evans and Richard Schmalensee, Debunking the “network effects” bogeyman, Regulation (Winter 2017-2018), at 39, https://www.cato.org/sites/cato.org/files/serials/files/regulation/2017/12/regulation-v40n4-1.pdf.

[20] Sólo para citar alguos de los ejemplos más relevante de una amplia literatura, ver: Steven Berry, Martin Gaynor, & Fiona Scott Morton, Do Increasing Markups Matter? Lessons from Empirical Industrial Organization, 33J. Econ. Perspectives 44 (2019); Richard Schmalensee, Inter-Industry Studies of Structure and Performance, in 2 Handbook of Industrial Organization 951-1009 (Richard Schmalensee & Robert Willig, eds., 1989); William N. Evans, Luke M. Froeb, & Gregory J. Werden, Endogeneity in the Concentration-Price Relationship: Causes, Consequences, and Cures, 41 J. Indus. Econ. 431 (1993); Steven Berry, Market Structure and Competition, Redux, FTC Micro Conference (Nov. 2017), available at https://www.ftc.gov/system/files/documents/public_events/1208143/22_-_steven_berry_keynote.pdf; Nathan Miller, et al., On the Misuse of Regressions of Price on the HHI in Merger Review, 10 J. Antitrust Enforcement 248 (2022).

[21] Chad Syverson, Macroeconomics and Market Power: Context, Implications, and Open Questions 33 J. Econ. Persp. 23, (2019) at 26.

[22] Ver, sobre el particular: Alden Abbott, FTC’s Amazon Complaint: Perhaps the Greatest Affront to Consumer and Producer Welfare in Antitrust History, Truth on the Market (September 27, 2023), https://truthonthemarket.com/2023/09/27/ftcs-amazon-complaint-perhaps-the-greatest-affront-to-consumer-and-producer-welfare-in-antitrust-history.

[23] Ver, por ejemplo: Giuseppe Colangelo y Oscar Borgogno, App Stores as Public Utilities?, Truth on the Market (January 19, 2022), https://truthonthemarket.com/2022/01/19/app-stores-as-public-utilities.

Executive Summary

We are thankful for the opportunity to submit our comments to the Preliminary Report (hereinafter, the Report)[1] published by the Investigative Authority (IA) of the Federal Economic Competition Commission (COFECE, after its Spanish acronym) following its investigation of competition in the retail electronic-commerce market. The International Center for Law & Economics (“ICLE”) is a nonprofit, nonpartisan global research and policy center founded with the goal of building the intellectual foundations for sensible, economically grounded policy. ICLE promotes the use of law & economics methodologies to inform public-policy debates and has longstanding expertise in the evaluation of competition law and policy. ICLE’s interest is to ensure that competition law remains grounded in clear rules, established precedent, a record of evidence, and sound economic analysis.

The Report stems from a procedure included in the Mexican Competition Act, known as “Investigations to Determine Essential Facilities or Barriers to Competition”. COFECE can initiate such investigations “when there are elements suggesting there are no effective competition conditions in a market.” The IA is responsible for issuing a preliminary investigative report and proposing corrective measures. COFECE’s Board of Commissioners can later adopt or reject the proposal.

Our comments respectfully suggest to COFECE Commissioners not to follow the recommendations of the IA concerning competition in the retail electronic-commerce market. While the Report is a laudable effort to understand the market and to protect the competition upon it—competition that has been beneficial to Mexican consumers—its conclusions and recommendations do not follow the evidence and the generally accepted methods and principles of Antitrust laws and best practices.

In first place, under the Mexican Competition Act, investigations should aim to eliminate only “restrictions to the efficient operation of markets”, the purpose of According to publicly available information, however, Amazon and Mercado Libre (MeLi), the two companies identified as “dominant” in the report, owe their success to consumer preferences and trust, rather than “barriers to competition”. Indeed, if these were present, they would lead to consumer dissatisfaction that is simply not the case here. The report also ignores the consumer benefits provided by Amazon and MeLi’s business models (i.e., cheaper products and services, fast delivery, easier access to information to compare products, etc.).

Second, the Report defines an unreasonably narrow relevant market that includes only “online marketplaces in multiple product categories and operating at the national level”. This market definition ignores other online retailers (like Shein or Temu) because they sell a narrower selection of goods?, e-commerce aggregators (like Google Shopping) because they are merely intermediaries that connect buyers and sellers, seller-owned websites (like Apple or Adidas) because they do not sell as many distinct product categories, as well as brick-and-mortar stores. By artificially narrowing the market in this way, the report drastically overstates Amazon and MeLi’s market shares.

Third, this gerrymandered relevant market leads to an artificial finding that Amazon and MeLi are “dominant” marketplaces—a key requirement for subsequent enforcement. This finding is problematic because the Report considers any costs faced by new entrants as “barriers to entry” that insulate the two marketplaces from competition. As we argue below, however, these “barriers” are merely regular business costs that do not prevent new players from entering. To wit, the record shows that new firms regularly enter the market.

Finally, the proposed remedies would harm rather than benefit consumers. The Report suggests forcing Amazon and MeLi to separate their streaming services (like Amazon Prime) from their loyalty programs. This would hurt consumers who currently enjoy bundled benefits at a lower price. Additionally, requiring the platforms to interoperate with other logistics providers would stifle innovation and investment as these platforms wouldn’t reap the benefits of their digital infrastructure. This mandated interoperability could also harm consumers who may attribute delivery-related failings to the marketplaces rather than logistics providers responsible for them, thereby creating a standard free-rider problem.

I. Introduction

The Report has been issued in the context of a procedure contemplated in Article 94 of the Mexican Competition Act, known as “Investigations to Determine Essential Facilities or Barriers to Competition”. According to this provision, COFECE shall initiate an investigation “when there are elements suggesting there are no effective competition conditions in a market”. The investigation should aim to determine the existence of “barriers to competition and free market access” or of “essential facilities”.

An IA is responsible for issuing a preliminary investigative report and to propose corrective measures. The Report must identify the market subject to the investigation with the purpose of allowing any person to provide elements during the investigation. Once the investigation is finished, the IA shall issue a Report, including corrective measures deemed necessary to eliminate the restrictions to the efficient operation of the market. Economic agents potentially affected by corrective measures proposed have the opportunity to comment and provide evidence. COFECE’s Board of Commissioners can later adopt or reject the proposals.

We understand and commend COFECE’s concerns for competition in the marketplaces market, but any investigation should aim to eliminate “restrictions to the efficient operation of markets”, the purpose of the Mexican Competition Act, according to its Article 2[2]. The conclusions and recommendations of the Report do not appear to consider the efficiency of the leading marketplaces, which may explain why consumers routinely choose them over rivals.

Indeed, according to publicly available information, Amazon and MeLi, the two companies identified as “dominant” in the report, owe their success to consumer preferences and trust.  According to one source[3], for instance:

The popularity of the Amazon marketplace in Mexico is largely based on customer satisfaction. Amazon is the second most appreciated e-commerce platform in Mexico, according to a Kantar survey, with a satisfaction index of 8.5 out of 10. Consumer feedback is also essential to the success of the Amazon marketplace, as it allows buyers to make successful purchases. Consumer reviews are also essential to the success of the Amazon marketplace, allowing buyers to make informed purchases. Good reviews highlight Amazon’s speed and reliability [emphasis added].

According to a study published by the Federal Institute of Telecommunications (IFT, after its Spanish acronym) about the use of digital platforms during the Covid-19 pandemic, 75.8% of users claim to be satisfied or very satisfied with the applications and webpages they use to buy online. Moreover, MeLi and Amazon were the most mentioned platforms with 67.3% and 30.3% of mentions, respectively.[4]

The report also appears to ignore the consumer benefits provided by Amazon MeLi’s business models (i.e., cheaper products and services, fast delivery, easier access to information to compare products, etc.).

The Report finds preliminary evidence to support the notion that “there are no conditions of effective competition in the Relevant Market of Sellers and in the Relevant Market of Buyers,” as well as the existence of “three Barriers to Competition” that generate restrictions on the efficient functioning of said markets.

The alleged barriers consist of:

1. “Artificiality” in some components of the marketplaces’ loyalty programs (services embedded in loyalty programs that—without being directly linked to the marketplace’s ability to carry out or facilitate transactions between buyers and sellers, and coupled with “network effects”—affect buyers’ behavior);

2. “Buy Box opacity”[5] (sellers on the marketplaces don’t have access to the ways that Amazon and MeLi choose the products placed into the Buy Box); and

1. “Logistic solutions foreclosure,” because Amazon and MeLi don’t allow all logistics providers to access their platforms’ Application Programming Interfaces (APIs), but rather bundle marketplace services with their own fulfillment services.

To eliminate these alleged barriers, the Report proposes three remedies, to be applied to Amazon and MeLi:

1. An obligation to “disassociate” streaming services from membership and/or loyalty programs (e.g., Amazon Prime), as well as any other service unrelated to use of the marketplace (e.g., games and music, among others);
2. An obligation to carry out all actions that are “necessary and sufficient” to allow sellers to freely adjust their commercial strategies with full knowledge of the Buy Box selection processes; and
3. An obligation to allow third-party logistics companies to integrate into the platform through their respective APIs, and to ensure that Buy Box selection doesn’t depend on the choice of logistics provider unless it affects “efficiency and performance criteria.”

We disagree with the findings and recommendations of the Report for the reasons stated below:

II. An Unreasonably Narrow Market Definition

Rather than an “abuse of dominance” procedure, the market investigation that led to the report was a “quasi-regulatory procedure.” But the wording of Article 94 of the Mexican Federal Economic Competition Act (under which the investigation was authorized) strongly suggests that COFECE has to establish (not simply assert) an “absence of effective competition.” This would entail either that there is a “market failure” that impedes competition, or that there is an economic agent with a dominant position. The report unconvincingly tries to show the latter.

To determine if any given company has a “dominant position” (monopoly power), competition agencies must first define a “relevant market” in which the challenged conduct or business model has an effect. Although it is common for antitrust enforcers to define relevant markets narrowly (often, the smaller the market, the easier it is to find that the hypothetical monopolist is, in fact, a monopolist), we think the Report goes too far in the case at hand.

The Report appears to follow the bad example of its American counterpart, the Federal Trade Commission (FTC). As Geoffrey Manne explains in an Issue Brief about the FTC’s recent monopolization complaint[6] against Amazon the agency:

The FTC’s complaint against Amazon describes two relevant markets in which anticompetitive harm has allegedly occurred: (1) the “online superstore market” and (2) the “online marketplace services market.”

… the FTC’s complaint limits the online-superstore market to online stores only, and further limits it to stores that have an “extensive breadth and depth” of products. The latter means online stores that carry virtually all categories of products (“such as sporting goods, kitchen goods, apparel, and consumer electronics”) and that also have an extensive variety of brands within each category (such as Nike, Under Armor, Adidas, etc.). In practice, this definition excludes leading brands’ private channels (such as Nike’s online store), as well as online stores that focus on a particular category of goods (such as Wayfair’s focus on furniture). It also excludes the brick-and-mortar stores that still account for the vast majority of retail transactions. Firms with significant online and brick-and-mortar sales might count, but only their online sales would be considered part of the market. [7]

The Report does something similar. It defines two relevant markets;

1. Sellers Relevant Market: consists of the marketplace service for sellers, with a national geographical dimension.
2. Buyers Relevant Market: consists of the service of marketplaces and multi-category online stores for buyers in the national territory, which includes marketplace business models (hybrid and non-hybrid) and online stores with multiple categories of products.

Both markets, however, are defined in an unreasonably narrow way. By alleging that large online marketplaces “have positioned themselves as an important choice,” the agency ignores competition from other online and offline retailers. The Report ignores other e-commerce platforms—like China’s Shein[8] and Temu[9]—that have gained both popularity and advertising-market share. The report also neglects to mention e-commerce aggregators like Google Shopping, which allow consumers to search for almost any product, compare them, and find competitive offers; as well as competition from e-commerce websites owned by sellers, such as Apple or Adidas.

This exclusion seems wrong. To compete with and “online superstores”, online stores do not need the scope of products that Amazon or MeLi have, because “consumers buy products, not store types”[10]:

Indeed, part of the purported advantage of online shopping—when it’s an advantage—is that consumers don’t have to bundle purchases together to minimize the transaction costs of physically visiting a brick-and-mortar retailer. Meanwhile, another part of the advantage of online shopping is the ease of comparison shopping: consumers don’t even have to close an Amazon window on their computers to check alternatives, prices, and availability elsewhere. All of this undermines the claim that one-stop shopping is a defining characteristic of the alleged market.[11]

The Report also appears to ignore the competitive constraints imposed by brick-and-mortar retailers, especially if Amazon or MeLi tried to exploit their market power. Of course, how many consumers might switch, and the extent to which that would affect the marketplaces, are empirical questions. But there is no question that some consumers might switch. In that respect, it is important to remember that competition takes place on the margins. Accordingly, it is not necessary for all consumers to switch to affect a company’s sales and profits.

The report does mention selling through social media but does not include such sales in the relevant market. We think that social media should as a sales channel should be considered as reasonable substitute for Amazon and MeLi, considering the fact that 85% of small and medium enterprises turned to Facebook, Instagram, and WhatsApp during the Covid-19 pandemic to advertise and sell their products.[12] The Commercial Guide for Mexico published by the U.S. Department of Commerce’s International Trade Administration reports that “Mexican buyers are highly influenced by social networks when making purchases. Forty-three percent of eCommerce buyers have bought via Conversational Commerce or C-commerce (selling via Facebook or WhatsApp), and 29 percent through “lives” or livestreams”.[13]

There is also empirical evidence that Amazon not only competes, but competes intensively with other distribution channels, and has a net-positive welfare effect on Mexican consumers. A 2022 paper[14] found that:

1. E-commerce and brick-and-mortar retailers in Mexico operate in a single, highly competitive retail market; and
2. Amazon’s entry has generated a significant pro-competitive effect by reducing brick-and-mortar retail prices and increasing product selection for Mexican consumers.

The paper finds the market entry of products sold and delivered by Amazon gave rise to price reductions of up to 28%.[15] In light of this evidence, we think that is wrong to assume that marketplaces like Amazon and MeLi do not compete with other retailers. The latter should thus be included in the relevant market.

As if this narrow definition were not enough, the report conflates Amazon and MeLi’s market shares, to conclude that, together, both hold more than 85% of the sales and transactions in the Relevant Seller Market during the period analyzed and the Herfindahl-Hirschman Index (HHI) exceeds two thousand points (therefore, the market is highly concentrated). Likewise, in the “Relevant Buyers Market,” the HHI was estimated, for 2022, at 1,614 units and the main three participants concentrate 61% (sixty-one percent) of the market. In both markets, the other participants have a significantly smaller share.

But why combine the market share of Amazon and MeLi, as if they were acting as a single firm? Given the IO’s market definition, it must at least be the case that Amazon and MeLi at least competing with each other. The market’s continuous growth and the evolution of the companies’ respective market shares indicate that they do. A news article from 2020, for instance, reports that:

Supermarkets, department stores and digital-native chains have a common goal: to be the one that captures the most market in electronic commerce in Mexico. In this battle, Amazon and Mercado Libre take the lead, as they are the two firms that concentrate almost a quarter of the total market in this area.

At the end of 2019, Amazon had a market share of 13.4%, which placed it ahead of other competitors. That same year, Mercado Libre was with 11.4%.[16]

Also inconsistent with the hypothesis of a market with “barriers to competition” is the fact that the e-commerce market is continuously growing (and adding market players) in Mexico, which is now the second-largest e-commerce market in Latin America.[17]

It is only on the basis of this distorted depiction of the market that the Report reaches the conclusion that Amazon and MeLi have “the power to fix prices” (another form of saying “monopoly power”). Given what precedes, that conclusion should be rejected.

III. An Unwarranted Finding of a ‘Dominant Position’

Even if one accepts the Report’s market definition, and Amazon and MeLi thus have a significant market share, both firms could still face competition from new entrants, attracted to the market by the higher prices (or other “exploitative” conditions) charged to consumers. According to the Report, alas, there are various barriers to hinder “the entry and expansion” in both relevant markets. Among them, the Report mentions, for instance:

1. Barriers to entry related to the high amounts of investment for the development of the marketplace, as well as for the development of technological tools integrated into it…. In addition, high investment amounts are required related to the development of logistics infrastructure and in working capital related to funds necessary to cover operating expenses, inventories, accounts receivable and other current liabilities; and
2. Barriers to entry related to considerable investments in advertising, marketing and public relations. To attract a significant number of buyers and sellers to the platform that guarantees the success of the business, it is imperative to have a well-positioned, recognized brand with a good reputation.

Contrary to what the report claims, however, these are costs, not “barriers to entry.” As Richard Posner convincingly explained, the term “barrier to entry” is commonly used to describe any obstacle or cost faced by entrants. [18] But by this definition (embraced by the Report, apparently), any cost is a barrier to entry. Relying on George Stigler’s more precise definition, Posner suggested defining a barrier to entry as “a condition that imposes higher long-run costs of production on a new entrant than are borne by the firms already in the market.”[19] In other words, properly understood, a barrier to entry is a cost borne by new entrants that was not borne by incumbents.

The authority’s definition of barriers to entry is also at odds with the definition given by the Section IV of Article 3 of the Mexican Competition Act, according to which a barrier to competition is:

Any structural market characteristic, act or deed performed by Economic Agents with the purpose or effect of impeding access to competitors or limit their ability to compete in the markets; which impedes or distorts the process of competition and free market access, as well as any legal provision issued by any level of government that unduly impedes or distorts the process of competition and free market access.

Of course, Amazon and MeLi have some advantages over other firms in terms of their infrastructure, know-how, scale, and goodwill. But those advantages didn’t fall from the sky. Amazon and MeLi built them over time, investing (and continuing to invest) often enormous amounts to do so. Even “network effects” often considered as an inevitable source of monopoly, are not a definite obstacle to competition. As Evans and Schmalensee, have pointed out:

Systematic research on online platforms by several authors, including one of us, shows considerable churn in leadership for online platforms over periods shorter than a decade. Then there is the collection of dead or withered platforms that dot this sector, including Blackberry and Windows in smartphone operating systems, AOL in messaging, Orkut in social networking, and Yahoo in mass online media.^[20]

The notion that Amazon and MeLi are shielded by barriers to entry is also contradicted by the entry of new rivals, such as Shein and Temu.

As explained above, the Report also erroneously conflates the market shares of Mercado Libre and Amazon, to reach a combined market share of 85% (eighty-five percent) of sales and transactions in the Sellers Relevant Market; and then combines the market share of the main three market participants in the Buyers Relevant Market to reach a market share of 61% (sixty-one percent) of the market. This is highly problematic as those firms are not a single economic entity, they thus presumably compete against each other.

If anything, the market shares produced by the Report only lead to a high HHI, which in turn shows that the market is “highly concentrated” (if one accepts the Report’s narrow market definition). But concentration is a poor proxy for market power. Economists have been studying the relationship between concentration and various potential indicia of anticompetitive effects—price, markup, profits, rate of return, etc.—for decades, and the empirical evidence is more than enough to say that concentration could lead to competition problems. ^[21] It is not per se evidence of a lack of competition, let alone a dominant position.

As Chad Syverson recently summarized:

Perhaps the deepest conceptual problem with concentration as a measure of market power is that it is an outcome, not an immutable core determinant of how competitive an industry or market is… As a result, concentration is worse than just a noisy barometer of market power. Instead, we cannot even generally know which way the barometer is oriented.[22]

IV. The Proposed Remedies Would Harm, Rather than Benefit, Consumers

Even if one accepts the Report’s suggested market definition and its assessment of market power, the report’s proposed remedies—which could be summarized as the mandated unbundling of Amazon’s and MeLi’s streaming services from their loyalty programs (like Amazon’s Prime) and to make (at least part of) their platforms “interoperable” with other logistic services—would harm consumers, rather than benefit them.

Amazon Prime, for instance, provides consumers with many attractive benefits: access to video and music streaming; special deals and discounts; and last, but not least, two-day free shipping. According to the Report, “this is an artificial strategy that attracts and retains buyers and, at the same time, hinders buyers and sellers from using alternative marketplaces.”

It’s not entirely clear what “artificial” means in this context, but it appears to imply something outside of the bounds of “normal” competition. Yet what the Report describes is the very definition of competition. Firms competing in a market always choose to combine a “bundle” of features into a single product. They to some extent “bet” on a bundle of features (functionality, materials, terms and conditions) that imply assuming some costs, that they later offer at a given price, that may be met by willing customers (or not). Even with imperfect information, markets (that is, sellers and customers) are the best qualified agents to “decide” the appropriate level of “bundling” on a product, not competition agencies or courts.

A mandate to unbundle streaming services would degrade the online experience of consumers, who would instead have to contract and pay for those services separately.[23] The independent provision of such services would not benefit from Amazon’s or MeLi’s economies of scale and scope and would, therefore, be more expensive. And providing more benefits for consumers at a given price is what we want competitors to do. Treating consumer benefit as a harm turns competition enforcement—and, indeed, the very notion of competition itself—on its head.

The report also proposes to open the Buy Box and modifying its rules so as to be neutral to all logistics providers. This effectively amounts to treating Amazon and MeLi as “common carriers,” like regulators did with telephone networks from the 20^th century onwards. Unfortunately, this classification and the rules that follow from it (neutrality and price regulation, among others) was designed for markets with natural monopolies—where competition is not possible or even undesirable[24]—but there is no evidence to suggest this is the case in the case at hand. Instead, Digital platform markets are far more competitive. Given this, common-carrier rules would only foster free riding and dampen incentives to invest and innovate (for both incumbents and new entrants). Sellers and logistics providers have many other options to access consumers. There is no economic or legal justification to mandate their access to Amazon or MeLi’s platforms.

In sum, the Report’s flawed findings lead to even worse remedies. Such remedies would neither promote competition in Mexico nor benefit consumers.

[1] The full text of the report (public version), available at https://www.cofece.mx/wp-content/uploads/2024/02/Dictamen_Preliminar_Version_Publica.pdf.

[2] Mexican Competition Act. Article 2. “The purpose of this Law is to promote, protect and guarantee free market access and economic competition, as well as to prevent, investigate, combat, prosecute effectively, severely punish and eliminate monopolies, monopolistic practices, unlawful concentrations, barriers to entry and to economic competition, as well as other restrictions to the efficient operation of markets.”

[3] ¿Qué Tan Popular es el Marketplace de Amazon en México?, La Patria (Apr. 23, 2023), https://www.lapatria.com/publirreportaje/que-tan-popular-es-el-marketplace-de-amazon-en-mexico. Free translation of the following text in Spanish: “La popularidad del mercado de Amazon en México se basa en gran medida en la satisfacción de los clientes. Amazon es la segunda plataforma de comercio electrónico más apreciada en México, según una encuesta de Kantar, con un índice de satisfacción de 8,5 sobre 10. Los comentarios de los consumidores también son esenciales para el éxito del mercado de Amazon, ya que permiten a los compradores realizar compras acertadas. Las opiniones de los consumidores también son esenciales para el éxito del mercado de Amazon, ya que permiten a los compradores realizar compras acertadas. Las buenas opiniones ponen de relieve la rapidez y fiabilidad de Amazon.”

[4] Instituto Federal de Telecomunicaciones, Uso y Satisfacción de las Aplicaciones y Herramientas Digitales para Compras y Banca en Línea, Videollamadas, Redes Sociales, Salud y Trámites Gubernamentales en Tiempos de Covid-19, Adopción (Jan 19, 2022), available at https://www.ift.org.mx/sites/default/files/contenidogeneral/usuarios-y-audiencias/aplicacionesyherramientasdigitalesentiemposdecovid19.pdf.

[5] The “Buy Box” is a box, normally found on the right side of a marketplace product page after the clients search for a product. Being in this box is an advantage for the seller because it not only highlights its product, but also makes the payment process easier. This is, of course, also an advantage for consumers, who can find and buy products faster.

[6] See https://www.ftc.gov/legal-library/browse/cases-proceedings/1910129-1910130-amazoncom-inc-amazon-ecommerce.

[7] Geoffrey A. Manne, Gerrymandered Market Definitions in FTC v. Amazon,  (Jan. 26, 2024), https://laweconcenter.org/resources/gerrymandered-market-definitions-in-ftc-v-amazon.

[8] See, e.g., Krystal Hu & Arriana McLymore, Exclusive: Fast-Fashion Giant Shein Plans Mexico Factory, Reuters (May 24, 2023), https://www.reuters.com/business/retail-consumer/fast-fashion-giant-shein-plans-mexico-factory-sources-2023-05-24.

[9] See, e.g., Rising E-commerce Star: The Emergence of Temu in Mexico, BNN (Sep. 25, 2023), https://bnnbreaking.com/finance-nav/rising-e-commerce-star-the-emergence-of-temu-in-mexico.

[10] Manne, supra note 7.

[11] Id.

[12] El 85% de las Pymes USA Redes Sociales para Vender en Línea, Expansión (Jul. 28, 2021), https://expansion.mx/tecnologia/2021/07/28/el-85-de-las-pymes-usa-redes-sociales-para-vender-en-linea.

[13] Mexico – Country Commercial Guide, International Trade Organization (Nov. 5, 2023), https://www.trade.gov/country-commercial-guides/mexico-ecommerce.

[14] Raymundo Campos Vázquez et al., Amazon’s Effect on Prices: The Case of Mexico, Centro de Estudios Económicos, Documentos de Trabajo, Nro. II (2022), available at https://cee.colmex.mx/dts/2022/DT-2022-2.pdf.

[15] Id., at 23.

[16] Amazon y Mercado Libre se Disputan la Corona del Comercio Electrónico en México, El CEO (Mar 17, 2020), https://elceo.com/negocios/amazon-y-mercado-libre-se-discuten-la-corona-del-comercio-electronico-en-mexico. Free translation of the following text, in Spanish: “Cadenas de autoservicios, departamentales y nativas digitales tienen un objetivo en común: ser quien acapare más mercado en el comercio electrónico en México. En esta batalla, Amazon y Mercado Libre se ponen a la cabeza, pues son las dos firmas que concentran casi un cuarto del total de mercado de este rubro. Al cierre de 2019, Amazon contaba con un cuota de mercado del 13.4%, que lo colocaba al frente de los demás competidores. Ese mismo año, con 11.4% se encontraba Mercado Libre.”

[17] Stephanie Chevalier, E-commerce Market Share in Latin American and the Caribbean 2023, By Country, Statista (Mar. 25, 2024), https://www.statista.com/statistics/434042/mexico-most-visited-retail-websites (“Over the last few years, online buying and selling have gained considerable ground in Mexico, so much so that the country has positioned itself as the second largest e-commerce market in Latin America. With a rapidly increasing online buying population, it was forecast that nearly 70 million Mexicans would be shopping on the internet in 2023, a figure that would grow by over 26 percent by 2027.”).

[18] Richard Posner, Antitrust Law (2nd. Ed. 2001), at 73-74.

[19] Id., at 74.

[20] David S. Evans & Richard Schmalensee, Debunking the “Network Effects” Bogeyman, Regulation (Winter 2017-2018), at 39, available at https://www.cato.org/sites/cato.org/files/serials/files/regulation/2017/12/regulation-v40n4-1.pdf.

[21] For a few examples from a very large body of literature, see, e.g., Steven Berry, Martin Gaynor, & Fiona Scott Morton, Do Increasing Markups Matter? Lessons from Empirical Industrial Organization, 33J. Econ. Perspectives 44 (2019); Richard Schmalensee, Inter-Industry Studies of Structure and Performance, in 2 Handbook of Industrial Organization 951-1009 (Richard Schmalensee & Robert Willig, eds., 1989); William N. Evans, Luke M. Froeb, & Gregory J. Werden, Endogeneity in the Concentration-Price Relationship: Causes, Consequences, and Cures, 41 J. Indus. Econ. 431 (1993); Steven Berry, Market Structure and Competition, Redux, FTC Micro Conference (Nov. 2017), available at https://www.ftc.gov/system/files/documents/public_events/1208143/22_-_steven_berry_keynote.pdf; Nathan Miller, et al., On the Misuse of Regressions of Price on the HHI in Merger Review, 10 J. Antitrust Enforcement 248 (2022).

[22] Chad Syverson, Macroeconomics and Market Power: Context, Implications, and Open Questions 33 J. Econ. Persp. 23 (2019), at 26.

[23] See, relatedly, Alden Abbott, FTC’s Amazon Complaint: Perhaps the Greatest Affront to Consumer and Producer Welfare in Antitrust History, Truth on the Market (Sep. 27, 2023), https://truthonthemarket.com/2023/09/27/ftcs-amazon-complaint-perhaps-the-greatest-affront-to-consumer-and-producer-welfare-in-antitrust-history.

[24] See, e.g., Giuseppe Colangelo & Oscar Borgogno, App Stores as Public Utilities?, Truth on the Market (Jan. 19, 2022), https://truthonthemarket.com/2022/01/19/app-stores-as-public-utilities.

A year after it was created by the Government of India’s Ministry of Corporate Affairs to examine the need for a separate law on competition in digital markets, India’s Committee on Digital Competition Law (CDCL) in February both published its report[1] recommending adoption of such rules and submitted the draft Digital Competition Act (DCA), which is virtually identical to the European Union’s Digital Markets Act (DMA).[2]

The EU has touted its new regulation as essential to ensure “fairness and contestability” in digital markets. And since it entered into force early last month,[3] the DMA has imposed strict pre-emptive rules on so-called digital “gatekeepers,”[4] a cohort of mostly American tech giants like Google, Amazon, Apple, Meta, and Microsoft.

But despite the impressive public-relations campaign[5] that the DMA’s proponents have been able to mount internationally, India should be wary of reflexively importing these ready-made and putatively infallible solutions that promise to “fix” the world’s most successful digital platforms at little or no cost.

I. Not So Fast

The first question India should ask itself is why?[6] Echoing the European Commission, the CDCL argues that strict ex-ante rules are needed because competition-law investigations in digital markets are too time-consuming. But this could be a feature, not a bug, of competition law. Digital markets often involve novel business models and zero or low-price products, meaning that there is nearly always a plausible pro-competitive explanation for the impugned conduct.

When designing rules and presumptions in a world of imperfect information, the general theme is that, as confidence in public harm goes up, the evidentiary burden must go down. This is why antitrust law tilts the field in the enforcer’s favor in cases involving practices that are known to always, or almost always, be harmful. But none of the conduct covered by the DCA falls into this category. Unlike with, say, price-fixing cartels or territorial divisions, there is currently no consensus that the practices the DMA would prohibit are generally harmful or anticompetitive. To the contrary, when assessing a self-preferencing case against Google in 2018, the Competition Commission of India (CCI) found important consumer benefits[7] that outweighed any inconveniences they may impose on competitors.

By imposing per se rules with no scope for consumer-welfare or efficiency exemptions, the DCA could capture swaths of procompetitive conduct. This is a steep—and possibly irrational—price to pay for administrative expediency. Rather than adopt a “speed-at-all-costs” approach, India should design its rules to minimize error costs and ensure the system’s overall efficiency.

II. The Costs of Ignoring Cost-Benefit Analysis

But this cannot be done, or it cannot be done rationally, unless India is crystal clear about what the costs and benefits of digital-competition regulation are. As things stand, it is unclear whether this question has been given sufficient thought.

For one, the DCA’s goals do not seem to align well with competition law. While competition law protects competition for the ultimate benefit of consumers, the DCA—like the DMA—is concerned with aiding rivals, rather than benefiting consumers. Unmooring digital competition regulation from consumer welfare is ill-advised. It opens the enforcer to aggressive rent seeking by private parties with a vested interest in never being satisfied,[8] who may demand far-reaching product-design changes that don’t jibe with what consumers—i.e., the public at-large—actually want.

Indeed, when the system’s lodestar shifts from benefiting consumers to facilitating competitors, there is a risk that the only tangible measure of the law’s success will be the extent to which rivals are satisfied[9] with gatekeepers’ product-design changes, and their relative market-share fluctuations. Sure enough, the European Commission recently cited stakeholders’ dissatisfaction[10] as one of the primary reasons to launch five DMA noncompliance investigations, mere weeks after the law’s entry into force. In the DCA’s case, the Central Government’s ability to control CCI decisions further exacerbates the risk of capture and political decision making.

While digital-competition regulation’s expected benefits remain unclear and difficult to measure, there are at least three concrete types of costs that India can, and should, consider.

First, there is the cost of harming consumers and diminishing innovation. Mounting evidence from the EU demonstrates this to be a very real risk. For example, Meta’s Threads was delayed[11] in the EU block due to uncertainties about compliance with the DMA. The same happened with Gemini, Google’s AI program.[12] Some product functionalities have also been degraded. For instance, in order to comply with the DMA’s strict self-preferencing prohibitions, maps that appear in Google’s search results no longer link to Google Maps, much to the chagrin of European users.[13]

Google has also been forced to remove[14] features like hotel bookings and reviews from its search results. Until it can accommodate competitors who offer similar services (assuming that is even possible), these specialized search results will remain buried several clicks away from users’ general searches. Not only is this inconvenient for consumers, but it has important ramifications for business users.

Early estimates suggest that clicks from Google ads to hotel websites decreased by 17.6%[15]as a result of the DMA. Meanwhile, on iOS, rivals like Meta[16] and Epic Games[17] are finding it harder than they expected to offer competing app stores or payment services. At least some of this is due to the reality that offering safe online services is a costly endeavour. Apple reviews millions of apps every year[18] to weed out bad actors, and replicating this business is easier said than done. In other words, the DMA is falling short even on its own terms.

In other cases, consumers are likely to be saddled with a litany of pointless choices, as well as changes in product design that undermine user experience. For example, the European Commission appears to believe that the best way to ensure that Apple doesn’t favor its own browser on iOS is by requiring consumers to sift through 12 browser offerings[19] presented on a choice screen.[20] But consumers haven’t asked for this “choice.” The simple explanation for the policy’s failure is that, despite the DMA’s insistence to the contrary, users were always free to choose their preferred browser.

Supporters of digital-competition regulation will no doubt retort that India should also consider the costs of inaction. This is certainly true. But it should do so against the background of the existing legal framework, not a hypothetical legal and regulatory vacuum. Digital platforms are already subject to general (and fully functional) competition law, as well as to a range of other sector-specific regulations.

For instance, Amazon and Flipkart are precluded by India’s foreign-direct-investment (FDI) policy from offering first-party sales[21] to end-users on their e-commerce platforms. In addition, the CCI has launched several investigations of digital-platform conduct that would presumably be caught by the DCA, including by Google,[22] Amazon,[23] Meta,[24] Apple,[25] and Flipkart.[26]

The facile dichotomy made between digital-competition regulation and “the digital wild west”[27] is essentially a red herring. Nobody is saying that digital platforms should be above the law. Rather, the question is whether a special competition law is necessary and justified considering the costs such a law would engender, as well as the availability of other legal and regulatory instruments to tackle the same conduct.

This is particularly the case when these legal and regulatory instruments incorporate time-honed analytical tools, heuristics, and procedural safeguards. In 2019, India’s Competition Law Review Committee[28] concluded that a special law was unnecessary. In a report titled “Competition Policy for the Digital Era,”[29] a panel of experts retained by the European Commission reached the same conclusion.

Complicating the question further still is that the DCA would mark a paradigm shift for Indian competition policy. In 2000, the Raghavan Committee Report was crucial in aligning Indian competition law with international best practices, including by moving analysis away from blunt structural presumptions and toward the careful observance of economic effects. As such, it paved the way for the 2002 Competition Act—a milestone of Indian law.

The DCA, by contrast, would overturn these advancements to target companies based on size, obviating any effects analysis. This would amount to taking Indian competition law back to the era of the Monopolies and Restrictive Trade Practices Act of 1969 (MRTP). Again, is the hodgepodge of products and services known collectively as “digital markets” sufficiently unique to warrant such a drastic deviation from well-established antitrust doctrine?

The third group of costs that the government must consider are the DCA’s enforcement costs. The five DMA noncompliance investigations launched recently by the European Commission have served to dispel the once-common belief that the law would be “self-executing”[30] and that its enforcement would be collaborative, rather than adversarial. With just 80 dedicated staff,[31] many believe the Commission is understaffed[32] to enforce the DMA (initially, the most optimistic officials asked for 220 full-time employees).[33] If the EU—a sprawling regulatory superstate[34]—struggles to find the capacity to deploy digital-competition rules, can India expect to fare any better?

Enforcing the DCA would require expertise in a range of fields, including competition law, data privacy and security, telecommunications, and consumer protection, among others. Either India can produce these new experts, or it will have to siphon them from somewhere else. This raises the question of opportunity costs. Assuming that India even can build a team to enforce the DCA, the government would also need to be reasonably certain that, given the significant overlaps in expertise, these resources wouldn’t yield better returns if allocated elsewhere—such as, for example, in the fight against cartels or other more obviously nefarious conduct.

In short, if the government cannot answer the question of how much the Indian public stands to gain for every Rupee of public money invested into enforcing the DCA, it should go back to the drawing board and either redesign or drop the DCA altogether.

III. India Is Not Europe

When deciding whether to adopt digital-competition rules, India should consider its own interests and play to its strengths. These need not be the same as Europe’s and, indeed, it would be surprising if they were. Despite the European Commission’s insistence to the contrary, the DMA is not a law that enshrines general or universal economic truths. It is, and always has been, an industrial policy tool,[35] designed to align with the EU’s strengths, weaknesses, and strategic priorities. One cannot just assume that these idiosyncrasies translate into the Indian context.

As International Center for Law & Economics President Geoffrey Manne has written,[36] promotion of investment in the infrastructure required to facilitate economic growth and provision of a secure environment for ongoing innovation are both crucial to the success of developing markets like India’s. Securing these conditions demands dynamic and flexible competition policymaking.

For young, rapidly growing industries like e-commerce and other digital markets, it is essential to attract consistent investment and industry know-how in order to ensure that such markets are able to innovate and evolve to meet consumer demand. India has already witnessed a few leading platforms help build the necessary infrastructure during the nascent stages of sectoral development; continued investment along these lines will be essential to ensure continued consumer benefits.

In the above context, emulating the EU’s DMA approach could be a catastrophic mistake. Indian digital platforms are still not as mature as the EU’s, and a copy and paste of the DMA may prove unfit for the particular attributes of India’s market. The DCA could potentially capture many Indian companies. Paytm, Zomato, Ola Cabs, Nykaa, AllTheRooms, Squeaky, FlipCarK, MakeMyTrip, and Meesho (among others) are some of the companies that could be stifled by this new regulatory straitjacket.

This would not only harm India’s competitiveness, but would also deny consumers important benefits. Despite India’s remarkable economic growth over the last decade, it remains underserved by the most powerful consumer and business technologies, relative to its peers in Europe and North America. The priority should be to continue to attract and nurture investment, not to impose regulations that may further slow the deployment of critical infrastructure.

Indeed, this also raises the question of whether the EU’s objectives with the DMA are even ones that India would want to emulate. While the DMA’s effects are likely to be varied, it is clear that one major impetus for the law is distributional: to ensure that platform users earn a “fair share” of the benefits they generate. Such an approach could backfire, however, as using competition policy to reduce profits may simply lead to less innovation and significantly reduced benefits for the very consumers it is supposed to help. This risk is significantly magnified in India, where the primary need is to ensure the introduction and maintenance of innovative technology, rather than fine tuning the precise distribution of its rewards.

A DMA-like approach could imperil the domestic innovation that has been the backbone of initiatives like Digital India[37] and Startup India.[38] Implementation of a DMA-like regime would discourage growing companies that may not be able to cope with the increased compliance burden. It would also impose enormous regulatory burdens on the government and great uncertainty for businesses, as a DMA-like regime would require the government to define and quantify competitive benchmarks for industries that have not yet even grown out of their nascent stages. At a crucial juncture when India is seen as an investment-friendly nation,[39] implementation of a DMA-like regime could create significant roadblocks to investment—all without any obligation on the part of the government to ensure that consumers benefit.

This is because ex-ante regimes impose preemptive constraints on digital platforms, with no consideration of possible efficiencies that benefit consumers. While competition enforcement in general may tend to promote innovation, jurisdictions that do not allow for efficiency defenses tend to produce relatively less innovation, as careful, case-by-case competition enforcement is replaced with preemptive prohibitions that impede experimentation.

Regulation of digital markets that have yet to reach full maturity is bound to create a more restrictive environment that will harm economic growth, technological advancement, and investment. For India, it is crucial that a nuanced approach is taken to ensure that digital markets can sustain their momentum, without being bogged down by various and unnecessary compliance requirements that are likely to do more harm than good.

IV. Conclusion

In a multi-polar world, developing countries can no longer be expected to mechanically adopt the laws and regulations demanded of them by senior partners to trade agreements and international organizations. Nor should they blindly defer to foreign legislatures, who may (and likely do) have vastly different interests and priorities than their own.

Nobody is denying that the EU has provided many useful legal and regulatory blueprints in the past, many of which work just as well abroad as they do at home. But based on what we know so far, the DMA is not poised to become one of them. It is overly stringent, ignores efficiencies, is indifferent about effects on consumers, incorporates few procedural safeguards, is lukewarm on cost-benefit analysis, and risks subverting well-established competition-law principles. These notably include that the law should ultimately protect competition, not competitors.

Rather than instinctively playing catch up, India could ask the hard questions that the EU eschewed for the sake of a quick political victory against popular bogeymen. What is this law trying to achieve? What are the DCA’s supposed benefits? What are its potential costs? Do those benefits outweigh those costs? If the answer to these questions is ambivalent or negative, India’s digital future may well lay elsewhere.

[1] Report of the Committee on Digital Competition Law, Government of India Ministry of Corporate Affairs (Feb. 27, 2024), https://www.mca.gov.in/bin/dms/getdocument?mds=gzGtvSkE3zIVhAuBe2pbow%253D%253D&type=open.

[2] Regulation (EU) 2022/1925 of the European Parliament and of the Council, on contestable and fair markets in the digital sector and amending Directives (EU) 2019/1937 and (EU) 2020/1828 (Digital Markets Act) (Text with EEA relevance), Official Journal of the European Union, available at https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:32022R1925.

[3] Press Release, Designated Gatekeepers Must Now Comply With All Obligations Under the Digital Markets Act, European Commission (Mar. 7, 2024), https://digital-markets-act.ec.europa.eu/designated-gatekeepers-must-now-comply-all-obligations-under-digital-markets-act-2024-03-07_en.

[4] Press Release, Digital Markets Act: Commission Designates Six Gatekeepers, European Commission (Sep. 6, 2023), https://ec.europa.eu/commission/presscorner/detail/en/ip_23_4328.

[5] Press Release, Cade and European Commission Discuss Collaboration on Digital Market Agenda Ministério da Justiça e Segurança Pública (Mar. 29, 2023), https://www.gov.br/cade/en/matters/news/cade-and-european-commission-discuss-collaboration-on-digital-market-agenda.

[6] Summary of Remarks by Jean Tirole, Analysis Group (Sep. 27, 2018), available at https://www.analysisgroup.com/globalassets/uploadedimages/content/insights/ag_features/summary-of-remarks-by-jean-tirole_english.pdf.

[7] Geoffrey A. Manne, Google’s India Case and a Return to Consumer-Focused Antitrust, Truth on the Market (Feb. 8, 2018), https://truthonthemarket.com/2018/02/08/return-to-consumer-focused-antitrust-in-india.

[8] Adam Kovacevich, The Digital Markets Act’s “Statler & Waldorf” Problem, Chamber of Progress, Medium (Mar. 7, 2024), https://medium.com/chamber-of-progress/the-digital-markets-acts-statler-waldorf-problem-2c9b6786bb55.

[9] Id.

[10] Remarks by Executive-Vice President Vestager and Commissioner Breton on the Opening of Non-Compliance Investigations Under the Digital Markets Act, European Commission (Mar. 25, 2024), https://ec.europa.eu/commission/presscorner/detail/en/speech_24_1702.

[11] Makena Kelly, Here’s Why Threads Is Delayed in Europe, The Verge (Jul. 10, 2023), https://www.theverge.com/23789754/threads-meta-twitter-eu-dma-digital-markets.

[12] Andrew Grush, Did You Know Google Gemini Isn’t Available in Europe Yet?, Android Authority (Dec. 7, 2023), https://www.androidauthority.com/did-you-know-google-gemini-isnt-available-in-europe-yet-3392451.

[13] Edith Hancock, ‘Severe Pain in the Butt’: EU’s Digital Competition Rules Make New Enemies on the Internet, Politico (Mar. 25, 2024), https://www.politico.eu/article/european-union-digital-markets-act-google-search-malicious-compliance.

[14] Oliver Bethell, An Update on Our Preparations for the DMA, Google Blog (Jan. 17, 2024), https://blog.google/around-the-globe/google-europe/an-update-on-our-preparations-for-the-dma.

[15] Mirai, Linkedin (Apr. 17, 2024), https://www.linkedin.com/feed/update/urn:li:activity:7161330551709138945.

[16] Alex Heath, Meta Says Apple Has Made It ‘Very Difficult’ To Build Rival App Stores in the EU, The Verge (Feb. 2, 2024), https://www.theverge.com/2024/2/1/24058572/zuckerberg-meta-apple-app-store-iphone-eu-sideloading.

[17] Id.

[18] 2022 App Store Transparency Report, Apple Inc. (2023), available at https://www.apple.com/legal/more-resources/docs/2022-App-Store-Transparency-Report.pdf.

[19] About the Browser Choice Screen in iOS 17, Apple Developer, (Feb. 2024), https://developer.apple.com/support/browser-choice-screen.

[20] Remarks by Executive-Vice President Vestager and Commissioner Breton on the Opening of Non-Compliance Investigations Under the Digital Markets Act, EUROPEAN COMMISSION, https://ec.europa.eu/commission/presscorner/detail/en/speech_24_1702.

[21] Saheli Roy Choudhury, If You Hold Amazon Shares, Here’s What You Need to Know About India’s E-Commerce Law, CNBC (Feb. 4, 2019), https://www.cnbc.com/2019/02/05/amazon-how-india-ecommerce-law-will-affect-the-retailer.html.

[22] Press Release, CCI Imposes a Monetary Penalty of Rs.1337.76 Crore on Google for Anti-Competitive Practices in Relation to Android Mobile Devices, Competition Commission of India (Oct. 20, 2022), https://www.cci.gov.in/antitrust/press-release/details/261/0; CCI Orders Probe Into Google’s Play Store Billing Policies, The Economic Times, (Sep. 7, 2023), https://economictimes.indiatimes.com/tech/startups/competition-watchdog-orders-probe-into-googles-play-store-billing-policies/articleshow/108528079.cms.

[23] Why Competition Commission of India Is Investigating Amazon, Outlook, (May. 1, 2022), https://business.outlookindia.com/news/explained-why-is-competition-commission-of-india-probing-amazon-news-194362.

[24] HC Dismisses Facebook India’s Plea Challenging CCI Probe Into Whatsapp’s 2021 Privacy Policy, The Economic Times (Sep. 7, 2023), https://economictimes.indiatimes.com/tech/technology/women-participation-in-tech-roles-in-non-tech-sectors-to-grow-by-24-3-by-2027-report/articleshow/109374509.cms.

[25] Case No. 24 of 2021, Competition Commission of India, (Dec. 31, 2021), https://www.cci.gov.in/antitrust/orders/details/32/0.

[26] Supra note 23.

[27] Anne C. Witt, The Digital Markets Act: Regulating the Wild West, 60(3) Common Market Law Review 625 (2023).

[28] Report of Competition Law Review Committee, Indian Economic Service (Jul. 2019), available at https://www.ies.gov.in/pdfs/Report-Competition-CLRC.pdf.

[29] Jacques Crémer, Yves-Alexandre de Montjoye, & Heike Schweitzer, Competition Policy for the Digital Era, European Commission Directorate-General for Competition (2019), https://data.europa.eu/doi/10.2763/407537.

[30] Strengthening the Digital Markets Act and Its Enforcement, Bundesministerium für Wirtschaft und Klimaschutz (Sep. 7, 2021), available at https://www.bmwk.de/Redaktion/DE/Downloads/XYZ/zweites-gemeinsames-positionspapier-der-friends-of-an-effective-digital-markets-act.pdf.

[31] Meghan McCarty Carino, A New EU Law Aims to Tame Tech Giants. But Enforcing It Could Turn out to Be Tricky Marketplace (Mar. 7, 2024), https://www.marketplace.org/2024/03/07/a-new-eu-law-aims-to-tame-tech-giants-but-enforcing-it-could-turn-out-to-be-tricky.

[32] Id.

[33] Luca Bertuzzi & Molly Killeen, Digital Brief: DSA Fourth Trilogue, DMA Diverging Views, France’s Fine for Google, EurActiv (Apr. 1, 2022), https://www.euractiv.com/section/digital/news/digital-brief-dsa-fourth-trilogue-dma-diverging-views-frances-fine-for-google.

[34] Anu Bradford, The Brussels Effect: The Rise of a Regulatory Superstate in Europe, Columbia Law School (Jan. 8, 2013), https://www.law.columbia.edu/news/archive/brussels-effect-rise-regulatory-superstate-europe.

[35] Lazar Radic, Gatekeeping, the DMA, and the Future of Competition Regulation, Truth on the Market (Nov. 8, 2023), https://truthonthemarket.com/2023/11/08/gatekeeping-the-dma-and-the-future-of-competition-regulation.

[36] Geoffrey A. Manne, European Union’s Digital Markets Act Not Suitable for Developing Economies, Including India, The Times of India (Feb. 14, 2023), https://timesofindia.indiatimes.com/blogs/voices/european-unions-digital-markets-act-not-suitable-for-developing-economies-including-india.

[37] Digital India, Common Services Centre (Apr. 18, 2024), https://csc.gov.in/digitalIndia.

[38] Startup India, Government of India (Apr. 16, 2024), https://www.startupindia.gov.in.

[39] Invest India, Government of India (Mar. 20, 2024), https://www.investindia.gov.in/why-india.

 

Cuando los procesos internos de una plataforma de comercio electrónico fallan, o cuando simplemente sus directivos o empleados toman decisiones equivocadas —digamos, enviando un pedido a una dirección incorrecta— un consumidor o un grupo de consumidores se ven perjudicados. Estos errores son fácilmente subsanables si la plataforma en cuestión tiene un buen proceso de atención al cliente.

Read the full piece here.

I. Introduction

The International Center for Law & Economics (“ICLE”) thanks the Federal Communications Commission (“FCC” or “the Commission”) for the opportunity to offer reply comments to this notice of proposed rulemaking (“NPRM”), as the Commission proposes to require cable operators and direct-broadcast satellite (DBS) providers to grant their subscribers rebates when those subscribers are deprived of video programming they expected to receive during programming blackouts that resulted from failed retransmission-consent negotiations or failed non-broadcast carriage negotiations.[1]

As noted in the NPRM, the Communications Act of 1934 requires that cable operators and satellite-TV providers obtain a broadcast TV station’s consent in order to lawfully retransmit that station’s signal to subscribers. Commercial stations or networks may either (1) demand carriage pursuant to the Commission’s must-carry rules or (2) elect for carriage consent and negotiate for compensation in exchange for carriage. If a channel elects for retransmission consent but is unable to reach agreement for carriage, the cable operator or DBS provider loses the right to carry that signal. As a result, the cable operator or DBS provider’s subscribers typically lose access entirely to the channel’s signal unless and until the parties are able to reach an agreement, a situation that is often described as a “blackout.”

Blackouts tend to generate eye-catching headlines and often annoy affected consumers.[2] This annoyance is amplified when consumers don’t receive a rebate for the loss of signal, especially when they believe that they are merely bystanders in the dispute between the cable operator or DBS provider and the channel.[3] The Commission appears to echo theses concerns, concluding that its proposed rebate mandate would ensure “subscribers are made whole when they face interruptions of service that are outside their control” and would prevent subscribers “from being charged for services for the period that they did not receive them.”[4]

This framing, however, oversimplifies retransmission-consent negotiations and mischaracterizes consumers’ agency in subscribing to and using multichannel-video-programming distributors (“MVPDs”). Moreover, there are numerous questions raised by the NPRM regarding the proposal’s feasibility, including how to identify which consumers would qualify for rebates, how those rebates would be calculated, and how they would be distributed. Several comments submitted in this proceeding suggest that any implementation of this proposal would be arbitrary and unfair to cable operators, DBS providers, and consumers. In particular:

• Blackouts result from a temporary or permanent failure to reach an agreement in negotiations between channels and either cable operators or DBS providers. The Commission’s proposal explicitly and unfairly assigns liability for blackouts to the cable operator or DBS provider. As a result, the proposal would provide channels with additional negotiating leverage relative to the status quo. Smaller cable operators may be especially disadvantaged.
• Each consumer is unique in how much they value a particular channel and how much they would be economically harmed by a blackout. For example, in the event of a cable or DBS blackout, some consumers can receive the programming via an over-the-air antenna or a streaming platform and would suffer close to no economic harm. Other consumers may assign no value to the blacked-out channel’s programming and would likewise suffer no harm.
• Complexities and confidentiality in programming contracts would make it impossible to accurately or fairly calculate the price or cost associated with any given channel over some set period of time. For example, cable operators and DBS providers typically sell bundles of channels, not a la carte offerings, making it impossible to calculate an appropriate rebate for one specific channel or set of channels.
• Even if it were possible to calculate an appropriate rebate, any mandated rebate based on such calculations would constitute prohibited rate regulation.

These reply comments respond to many of the issues raised in comments on this matter. We conclude that the Commission is proposing a set of unworkable and arbitrary rules. Even if rebates could be reasonably and fairly calculated, the amount of such rebates would likely be only a few dollars and may be as little as a few pennies. In such cases, the enormous cost to the Commission, cable operators, and DBS providers would be many times greater than the amount of rebates provided to consumers. It would be a much better use of the FCC’s and MVPD providers’ resources to abandon this rulemaking process and refrain from mandating rebates for programming blackouts.

II. Who Is to Blame for Blackouts?

As discussed above, it appears the FCC’s view is that consumers who experience blackouts are mere bystanders in a dispute, as the Commission invokes “consumer protection” and “customer service” as justifications for the proposed rules mandating rebates.[5] If we believe both that consumers are bystanders and that they are harmed by blackouts, then it is crucial to identify the parties to whom blame should be assigned for those blackouts. A key principle of the law & economics approach is that the party better-positioned to avoid the blackout should bear more—or, in some cases, all—of its costs.[6]

In comments submitted by Dish Network, William Zarakas and Jeremy Verlinda note that: “Programming fees are established through bilateral negotiations between content providers and MVPDs, and depend in large part on the relative bargaining position of the two sides.”[7] This comment illustrates the obvious but important fact that both content providers and MVPD operators must reach agreement and, in any given negotiation, either side may have more bargaining power. Because of this reality, it is impossible to draw general conclusions about which party will be the least-cost avoider of blackouts, as borne out in the submitted comments.

On the one hand, the ATVA argues that programmers are the cause of blackouts: “Blackouts happen to cable and satellite providers and their subscribers.”[8] NTCA supports this claim and reports that “[s]mall providers lack negotiating power in retransmission consent discussions.”[9] On the other hand, the NAB claims the “leading cause of such disruptions” is “the pay TV industry’s desire to use consumers as pawns to push for a change in law” and that MVPDs have a “strategy of creating negotiating impasses” in order to obtain a policy change.[10] Writing in Truth on the Market, Eric Fruits concludes:

With the wide range of programming and delivery options, it’s probably unwise to generalize who has the greater bargaining power in the current system. But if one had to choose, it seems that networks and, to a lesser extent, local broadcasters are in a slightly superior position. They have the right to choose must carry or retransmission and, in some cases, have alternative outlets (such as streaming) to distribute their programming.[11]

Peer-reviewed published research by Eun-A Park, Rob Frieden, and Krishna Jayakar attempts to identify the “predictors” of blackouts using a database of nearly 400 retransmission agreements executed between 2011 and 2018.[12] The authors identify three factors associated with more blackouts and longer blackouts:

1. Cable, satellite, and other MVPDs with larger customer bases are associated with more frequent and longer blackouts;
2. Multi-station broadcaster groups with network affiliations are associated with more frequent but shorter blackouts; and
3. The National Football League (“NFL”) season (g., “must see” real-time programming) has no significant relationship with blackout frequency, but when blackouts occur during the season, they are significantly shorter.

The simplistic takeaway is both that everyone is to blame, and no one is to blame. Ultimately, Park and her co-authors conclude that “the statistical analysis is not able to identify the parties or the tactics responsible for blackouts.”[13] Based on this research, it is not clear which parties in given negotiations are more likely to be the least-cost avoider of blackouts.

Nevertheless, the Commission’s proposal explicitly assigns liability for blackouts to cable operators and DBS providers.[14] Under the proposed rules, not only would cable operators and DBS providers suffer financial consequences, but they also would be made to face reputational harms stemming from a federal agency suggesting the fault for any retransmission-consent or carriage-agreement blackouts falls squarely on their shoulders.

Such reputational damage is almost certain to increase subscriber churn and impose additional subscriber-acquisition and retention costs on cable operators and DBS providers.[15] In comments on the Commission’s proposed rules for cable-operator and DBS-provider billing practices, ICLE reported that these costs are substantial and that, in addition to these costs, churn increases the uncertainty of cable-operator and DBS-provider revenues and profits.[16]

III. Consumers Are Not Bystanders

As noted earlier in these comments, the Commission’s proposal appears to be rooted in the belief that, when consumers experience a blackout, they are mere bystanders in a dispute between channels and cable operators or DBS providers. The Commission further seems to believe that the full force of the federal government is needed for these consumers to be “made whole.”[17] The implication is that consumers lack the foresight to anticipate the possibility of blackouts or the ability to respond to blackouts when they occur.

As the NPRM notes, subscribers are often informed of the risk of blackouts—and their consequences—in their service agreements with cable operators or DBS providers.[18] This is supported in ATVA’s comments:

Cable and satellite carriers make this quite clear in the contracts they offer subscribers—existing contracts which the Commission seeks to abrogate here. This language also makes clear that cable and satellite operators can and do change the programming offered in those bundles from time to time. … Cable and satellite providers add and subtract programming from their offerings to consumers frequently, and subscription agreements do not promise that all channels in a particular tier will be carried in perpetuity, let alone (with limited exception) assign a specific value to particular programming.[19]

The NPRM asks, “if a subscriber initiates service during a blackout, would that subscriber be entitled to a rebate or a lower rate?”[20] The question implicitly acknowledges that, for these subscribers, blackouts are not just a possibility, but a certainty. Yet they nonetheless enter into such agreements, knowing they may not be compensated for the interruption of service.

Many cable operators and DBS providers do offer credits[21] or other accommodations[22] to requesting subscribers affected by a blackout. In addition, many consumers have a number of options to circumvent a blackout by obtaining the programming elsewhere. Comments in this proceeding indicate that these options include the use of over-the-air antennas[23] or streaming services.[24] Given the many alternatives available in so many cases, it is unlikely that a blackout would deprive these consumers of the desired programming and any economic harm to them would be de minimis.

If cable or DBS blackouts are (or become) widespread or pernicious, consumers also have the ability to terminate service and switch providers, including by switching to streaming options. This is demonstrated by the well-known and widespread phenomenon of “cord cutting.” ATVA’s comments note that, in the third quarter of 2023, nearly one million subscribers canceled their traditional linear-television service, with just under 55% of occupied households now subscribing, the lowest share since 1989.[25] NYPSC concludes that, if the current trend of cord-cutting continues, “any final rules adopted here could become obsolete over time.”[26]

Due in part to cord cutting, ATVA reported that last year “several cable television companies either had already shut down their television services or were in the process of doing so.”[27] NTCA reports that nearly 40% of surveyed rural providers indicated they are not likely to continue service or already have plans to discontinue service, with many of them blaming the “difficulty negotiating retransmission consent agreements.”[28]

The fact that so many consumers are switching to alternatives to cable and DBS is a clear demonstration that they have the opportunity and ability obtain programming from a wide range of competitive providers. This places them in the driver’s seat, rather than suffering as helpless bystanders. It is telling that neither the NPRM nor any of the comments submitted to date offer any estimate of the cost to consumers associated with blackouts from retransmission-consent or carriage negotiations. This is likely because any costs are literally incalculable (i.e., impossible to calculate) or so small as to discourage any efforts at estimation. In either case, the Commission’s proposal to mandate and enforce blackout rebates looks to be a costly and time-consuming exercise that would yield little to no noticeable consumer benefits.

IV. Mandatory Rebates Will Increase Programmer Bargaining Power and Increase Prices to Cable and DBS Subscribers

A common theme of comments submitted in this matter is that the proposed rules would “place a thumb on the scale” in favor of channels relative to cable operators and DBS providers.[29] Without delving deeply into the esoteric details of bargaining theory, the comments identify two key factors that have, over time, improved programmers’ bargaining position relative to cable operators and DBS providers:

1. Increased competition among MVPD providers, which has reduced cable and DBS bargaining power;[30] and
2. Consolidation in the broadcast industry, which has increased programmer bargaining power.[31]

The Commission’s proposed rules are intended and designed to impose an additional cost on cable operators and DBS providers who do not reach an agreement with stations and networks, thereby diminishing the providers’ relative bargaining position. As profit-maximizing enterprises, it would be reasonable to expect stations and networks to exploit this additional bargaining power to extract higher retransmission fees or other concessions.

Jeffrey Eisenach notes that the first “significant” retransmission agreement to involve monetary compensation from a cable provider to a broadcaster occurred in 2005.[32] By 2008, retransmission fees totaled $500 million, according to Variety.[33] By 2020, S&P Global reported that annual retransmission fees were approximately $12 billion.[34] This represents an average annual increase of 30% between 2008 and 2020. This is in line with Zarakas & Verlinda’s estimate that retransmission fees charged by local network stations have increased at annual growth rates of 9.8% to 61.0% since 2009.[35] According to information reported by the Pew Research Center, revenues from retransmission fees for local stations now nearly equal those stations’ advertising revenues (Figure 1).

[36]

Dish Network indicated that programmers have been engaged in an “aggressive campaign of imposing steep retransmission and carriage price increases on MVPDs.”[37] Simultaneous with these steep increases in retransmission fees, networks began imposing “reverse transmission compensation” on their affiliates.[38] Previously, networks paid local affiliates for airtime in order to run network advertisements during their programming. The new arrangements have reversed that flow of compensation, such that affiliates are now expected to compensate the networks, as explained in Variety:

Station owners also face increased pressure to secure top fees for their retrans rights because their Big Four network partners now demand that affiliate stations fork over a portion of their retrans windfall to help them pay for pricey franchises like the NFL, “American Idol” and high-end scripted series.[39]

Dish Network concludes: “While MVPDs and OVDs compete aggressively with each other, the programming price increases will likely be passed through to consumers despite that competition. The reason is that all MVPDs will face the same programming price increase.”[40] NCTA further notes that increased programming costs are “borne by the cable operator or passed onto the consumer.”[41]

The most recent research cited in the comments reports that MVPDs pass through approximately 100% of retransmission-fee increases in the form of higher subscription prices.[42] Aaron Heresco and Stephanie Figueroa provided examples of how increased retransmission fees are passed on to subscribers:

On the other side of the simplified ESPN transaction are MVPD ranging from global conglomerates like Spectrum/Time Warner to small local or independent cable carriers. These MVPD pay ESPN $7.21/subscriber/month for the right to carry/transmit ESPN content to subscribing households. MVPD, with a keen eye on profits and shareholder value, pass through the costs to consumers (irrespective of if subscribers actually watch ESPN or any other network) in the form of increased monthly cable bills. Not only does this suggest that the “free lunch” of TV programming isn’t free, it also indicates that the dynamic of revenue generation via viewership is changing. As another example, consider the case of the Weather Channel, which in 2014 asked for a $.01 increase in retransmission fees despite a 20% drop in ratings (Sahagian 2014). Viewers may demand access to the channel in case of weather emergencies but may only tune in to the channel a handful of times per year. Nonetheless, the demand for access to channels drive up retransmission revenue even if the day-to-day or week-to-week ratings are weak.[43]

In some cases, however, increased retransmission fees cannot be passed on in the form of higher subscription prices. As we noted above, NTCA reports that nearly 40% of surveyed rural providers indicated they are unlikely to continue service or already have plans to discontinue service, with many of them blaming the “difficulty negotiating retransmission consent agreements.”[44] The Commission’s proposed rules would not only lead to higher prices for consumers, but they may also reduce MVPD options for some consumers, as cable operators exit the industry.

V. Proposed Rebate Mandate Would be Arbitrary and Unworkable

The NPRM asks for comments on how to implement the proposed rebate mandate. In doing so, the NPRM identifies numerous factors that illustrate the arbitrary and unworkable nature of the Commission’s proposal:[45]

• Should cable operators and DBS providers be required to pay rebates or provide credits?
• Should rebates apply to any channel that is blacked out?
• What if the parties never reach an agreement for carriage? For example, should subscribers be entitled to rebates in perpetuity?
• How should rebates be calculated when terms of the retransmission-consent agreements are confidential?
• Should the rebate be based on the cost that the cable operator or DBS provider paid to the programmer to retransmit or carry the channel prior to the carriage impasse?
• How should rebates account for bundling?
• If a subscriber initiates or renews a contract during a blackout, should the subscriber receive a rebate?
• Should the Commission deem unenforceable service agreements that explicitly specify that the cable operator or DBS provider is not liable for credits or refunds if programming becomes unavailable? Should existing service agreements be abrogated?
• How should rebates account for (g.) advertising time as a component of the retransmission-consent agreement?

As we note above, when blackouts occur, many cable operators and DBS providers offer credits or other accommodations to requesting subscribers affected by a blackout.[46] The NPRM “tentatively concludes” there is no legal distinction between “rebates,” “refunds,” and “credits.”[47] If the Commission approves rules mandating rebates in the event of blackouts, the rules should be sufficiently flexible to allow credits or other accommodations—such as providing over-the-air antennas or programming upgrades—to satisfy the rules.

The NPRM asks whether the proposed rebate rules should apply to any channel that is blacked out,[48] citing to news stories regarding The Weather Channel.[49] The NPRM provides no context for these citations, but the cited articles suggest that The Weather Channel is of minimal value to most consumers. The channel had 105,000 primetime viewers in February 2024, which was slightly less than PopTV and slightly more than Disney Junior and VH1.[50] The Deadline article cited in the NPRM indicates that The Weather Channel averages 13 cents per-subscriber per-month across pay-TV systems.[51] Much of the channel’s content is freely available on its website (weather.com) and app, and similar weather content is freely available across numerous sources and media.

The NPRM’s singling out of the Weather Channel highlights several flaws with the Commission’s proposal. The channel has low viewership, numerous competing substitutes for content, and is relatively low-cost. During a blackout, few subscribers would notice. Even fewer would suffer any harm and, if they did, the harm would be about 13 cents a month. It seems a waste of valuable resources to impose a complex regulatory regime to “make consumers whole” to the tune of pennies a month.

The NPRM asks whether the Commission should require rebates if the parties never reach a carriage agreement and, if so, whether those rebates should be provided in perpetuity.[52] NCTA points out that it would be impossible for any regulator to determine whether any particular blackout is the result of a negotiation impasse or business decision by the cable operator or DBS provider to no longer carry the channel.[53] For example, a channel may be dropped because of changes to the programming available on the channel.[54] Indeed, the programming offered at the beginning of a retransmission-consent agreement may be very different from the content provided at the time of renegotiation.[55] Moreover, it would be impossible to know with any certainty whether any carriage termination is temporary or permanent.[56] Verizon is correct to call this inquiry “absurd,”[57] as it proposes a “Hotel California” approach to carriage agreements, in which cable operators and DBS providers can check out, but they can never leave.

To illustrate the challenges of calculating a reasonable and economically coherent rebate, Dish Network offered a hypothetical set of three options for carriage of a local station and the Tennis Channel, both owned by Sinclair.[58]

1. $4 for the local station on a tier serving all subscribers, no carriage of Tennis Channel;
2. $2 for the local station and $2 for the Tennis Channel, both on tiers serving all subscribers; or
3. $2 for the local station on a tier serving all subscribers and $4 for the Tennis Channel on a tier serving 50% of subscribers.

In this hypothetical, the cable operator or DBS provider is indifferent to the details of how the package is priced. Similarly, consumers are indifferent to the pricing details of the agreement. Under the Commission’s proposal, however, these details become critical to how a rebate would be calculated. In the event of a Tennis Channel blackout, either no subscriber would receive a rebate, every subscriber would receive a $2 rebate, or half of all subscribers would receive a $4 rebate—with the amount of rebate depending on how the agreement’s pricing was structured.

Dish Network’s hypothetical demonstrates another consequence of the Commission’s proposal: the easiest way to avoid the risk of paying a rebate is to forgo carrying the channel. The hypothetical assumes a cable operator “does not particularly want to carry” the Tennis Channel, but is willing to do so in exchange for an agreement with Sinclair for the local station.[59] Under the Commission’s proposed rules, the risk of incurring the cost of providing rebates introduces another incentive to eschew carriage of the Tennis Channel.

One reason Dish Network presented a hypothetical instead of an “actual” example is because, as noted in several comments, carriage agreements are subject to confidentiality provisions.[60] Separate and apart from the impossibility of allocating a rebate across the various terms of an agreement, even if the terms were known, such an exercise would require abrogating these confidentiality agreements between the negotiating parties.

The NPRM asks whether it would be reasonable to require a cable operator or DBS provider to rebate the cost that it paid to the programmer to retransmit or carry the channel prior to the carriage impasse.[61] The NPRM cites Spectrum Northeast LLC v. Frey, a case involving early-termination fees in which the 1^st U.S. Circuit Court of Appeals stated that “[a] termination event ends cable service, and a rebate on termination falls outside the ‘provision of cable service.’”[62] In the NPRM, the Commission “tentatively conclude[s] that the courts’ logic” in Spectrum Northeast “applies to the rebate requirement for blackouts.”[63]

If the Commission accepts the court’s logic that a termination event ends service on the consumer side, then it would be reasonable to conclude that the end of a retransmission or carriage agreement similarly ends service. To base a rebate on a prior agreement would mean basing the rebate on a fiction—an agreement that does not exist.

To illustrate, consider Dish Network’s hypothetical. Assume the initial agreement is Option 2 ($2 for the local station and $2 for the Tennis Channel, both on tiers serving all subscribers). The negotiations stall, leading to a blackout. Assume the parties eventually agree to Option 1, in which the Tennis Channel is no longer carried. Would subscribers be due a rebate for a channel that is no longer carried? Or, if the parties instead agree to Option 3 ($2 for the local station on a tier serving all subscribers and $4 for the Tennis Channel on a tier serving 50% of subscribers), would all subscribers be due a $2 rebate for the Tennis Channel, or would half of subscribers be due a $4 rebate? There is no “good” answer because any answer is necessarily arbitrary and devoid of economic logic.

As noted above, many retransmission and carriage agreements involve “bundles” of programming,[64] as well as “a wide range of pricing and non-pricing terms.”[65] Moreover, ATVA reports that subscribers purchase bundled programming, rather than individual channels, and that consumers are well-aware of bundling when they enter into service agreements with cable operators and DBS providers.[66] NCTA reports that bundling complicates the already-complex challenge of allocating costs across specific channels over specific periods of time.[67] Thus, any attempt to do so with an eye toward mandating rebates during blackouts is likewise arbitrary and devoid of economic logic.

In summary, the Commission is proposing a set of unworkable and arbitrary rules to distribute rebates to consumers during programming blackouts. Even if such rebates could be reasonably and fairly calculated, the sums involved would likely be only a few dollars, and may be as little as a few pennies. In these cases, the enormous costs to the Commission, cable operators, and DBS providers would be many times greater than the rebates provided to consumers. It would be a much better use of the FCC’s and MVPD providers’ resources to abandon this rulemaking process and refrain from mandating rebates for programming blackouts.

[1] Notice of Proposed Rulemaking, In the Matter of Customer Rebates for Undelivered Video Programming During Blackouts, MB Docket No. 24-20 (Jan. 17, 2024), available at https://docs.fcc.gov/public/attachments/FCC-24-2A1.pdf [hereinafter “NPRM”], at para. 1.

[2] See id. at n. 5, 7.

[3] Eric Fruits, Blackout Rebates: Tipping the Scales at the FCC, Truth on the Market (Mar. 6, 2024), https://truthonthemarket.com/2024/03/06/blackout-rebates-tipping-the-scales-at-the-fcc.

[4] NPRM, supra note 1 at para. 10.

[5] NPRM, supra note 1 at para. 13 (proposed rules “provide basic protections for cable customers”) and ¶ 7 (“How would requiring cable operators and DBS providers to provide rebates or credits change providers’ current customer service relations during a blackout?”).

[6] This is known as the “least-cost avoider” or “cheapest-cost avoider” principle. See Harold Demsetz, When Does the Rule of Liability Matter?, 1 J. Legal Stud. 13, 28 (1972); see generally Ronald Coase, The Problem of Social Cost, 3 J. L. & Econ. 1 (1960).

[7] Comments of DISH Network LLC, MB Docket No. 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/1030975783920/1 [hereinafter “DISH Comments”], Exhibit 1, Declaration of William Zarakas & Jeremy Verlinda [hereinafter “Zarakas & Verlinda”] at ¶ 8.

[8] Comments of the American Television Alliance, MB Docket No. 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/103082522212825/1 [hereinafter “ATVA Comments”] at i and 2 (“Broadcasters and programmers cause blackouts. This is, of course, true as a legal matter, as cable and satellite providers cannot lawfully deliver programming to subscribers without the permission of the rightsholder. It makes no sense to say that a cable or satellite provider has ‘blacked out’ programming by failing to obtain permission to carry it. A programmer ‘blacks out’ programming by declining to grant such permission.”).

[9] Comments of NTCA—The Rural Broadband Association, MB Docket No. 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/10308589412414/1 [hereinafter “NTCA Comments”] at 2.

[10] Comments of the National Association of Broadcasters, MB Docket No. 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/1030894019700/1 [hereinafter “NAB Comments”] at 4-5.

[11] Fruits, supra note 4.

[12] Eun-A Park, Rob Frieden, & Krishna Jayakar, Factors Affecting the Frequency and Length of Blackouts in Retransmission Consent Negotiations: A Quantitative Analysis, 22 Int’l. J. Media Mgmt. 117 (2020).

[13] Id. at 131.

[14] NPRM, supra note 1 at paras. 4, 6 (“We seek comment on whether and how to require cable operators and DBS providers to give their subscribers rebates when they blackout a channel due to a retransmission consent dispute or a failed negotiation for carriage of a non-broadcast channel.”); id. at para. 9 (“We tentatively conclude that sections 335 and 632 of the Act provide us with authority to require cable operators and DBS providers to issue a rebate to their subscribers when they blackout a channel.”) [emphasis added].

[15] See Zarakas & Verlinda supra note 7 at para. 14 (blackouts are costly “in the form of lost subscribers and higher incidence of retention rebates”).

[16] Comments of the International Center for Law & Economics, MB Docket No. 23-405 (Feb. 5, 2024), https://www.fcc.gov/ecfs/document/10204246609086/1 at 9-10 (“In its latest quarterly report to the Securities and Exchange Commission, DISH Network reported that it incurs ‘significant upfront costs to acquire Pay-TV’ subscribers, amounting to subscriber acquisition costs of $1,065 per new DISH TV subscriber. The company also reported that it incurs ‘significant’ costs to retain existing subscribers. These retention costs include upgrading and installing equipment, as well as free programming and promotional pricing, ‘in exchange for a contractual commitment to receive service for a minimum term.’”)

[17] See NPRM, supra note 1 at paras. 4, 8, 10 (using “make whole” language)

[18] See id. at n. 7, citing Spectrum Residential Video Service Agreement (“In the event particular programming becomes unavailable, either on a temporary or permanent basis, due to a dispute between Spectrum and a third party programmer, Spectrum shall not be liable for compensation, damages (including compensatory, direct, indirect, incidental, special, punitive or consequential losses or damages), credits or refunds of fees for the missing or omitted programming. Your sole recourse in such an event shall be termination of the Video Services in accordance with the Terms of Service.”) and para. 6 (“To the extent that the existing terms of service between a cable operator or DBS provider and its subscriber specify that the cable operator or DBS provider is not liable for credits or refunds in the event that programming becomes unavailable, we seek comment on whether to deem such provisions unenforceable if we were to adopt a rebate requirement.”)

[19] ATVA Comments, supra note 8 at 11.

[20] NPRM, supra note 1 at para. 6.

[21] See ATVA Comments, supra note 8 at 3 (“The Commission seeks information on the extent to which MVPDs grant rebates today. The answer is that, in today’s competitive marketplace, many ATVA members provide credits, with significant variations both among providers and among classes of subscribers served by individual providers. This, in turn, suggests that cable and satellite companies already address the issues identified by the Commission, but in a more nuanced and individualized manner than proposed in the Notice.”). See also id. at 5-6 (reporting DIRECTV provides credits to existing customers and makes the offer of credits easy to find online or via customer service representatives). See also id. at 7 (reporting DIRECTV and DISH provide credits to requesting subscribers and Verizon compensates subscribers “in certain circumstances”).

[22] See Zarakas & Verlinda, supra note 7 at para. 21 (“DISH provides certain offers to requesting customers in the case of programming blackouts, which may include a $5 per month credit, a free over-the-air antenna for big 4 local channel blackouts, or temporary free programming upgrades for cable network blackouts.”).

[23] See id. at para. 21.

[24] See ATVA Comments, supra note 8 at 4 (“If Disney blacks out ESPN on a cable system, for example, subscribers still have many ways to get ESPN. This includes both traditional competitors to cable (which are losing subscribers) and a wide array of online video providers (which are gaining subscribers).”); Comments of Verizon, MB Docket No. 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/10308316105453/1 [hereinafter “Verizon Comments”] at 12 (“In today’s competitive marketplace, consumers have many options for viewing broadcasters’ content in the event of a blackout — they can switch among MVPDs, or forgo MVPD services altogether and watch on a streaming platform or over the air. And when a subscriber switches or cancels service, it is extremely costly for video providers to win them back.”); DISH Comments, supra note 7 at 7 (“[L]ocal network stations have also been able to use another lever: the phenomenal success of over-the-top video streaming and the emergence of several online video distributors (‘OVDs’), some of which have begun incorporating local broadcast stations in their offerings.”); Comments of the New York State Public Service Commission, MB Docket 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/10308156370046/1 [hereinafter “NYPSC Comments”] at 2 (identifying streaming services and Internet Protocol Television (IPTV) providers such as YouTube TV, Sling, and DirecTV Stream as available alternatives).

[25] See ATVA Comments, supra note 8 at 4.

[26] NYPSC Comments, supra note 22 at 2.

[27] ATVA Comments, supra note 8 at 4-5.

[28] NTCA Comments, supra note 9 at 3; see Luke Bouma, Another Cable TV Company Announces It Will Shut Down Its TV Service Because of “Extreme Price Increases from Programmers,” Cord Cutters News (Dec. 10, 2023), https://cordcuttersnews.com/another-cable-tv-company-announces-it-will-shut-down-its-tv-service-because-of-extreme-price-increases-from-programmers (reporting the announced shutdown of DUO Broadband’s cable TV and streaming TV services because of increased programming fees, affecting several Kentucky counties).

[29] ATVA Comments, supra note 8 at note 15; DISH Comments, supra note 7 at 3, 8; NAB Comments, supra note 10 at 5; Comments of NCTA—The Internet & Television Alliance, MB Docket No. 24-20 (Mar. 8, 2024), https://www.fcc.gov/ecfs/document/1030958439598/1 [hereinafter “NCTA Comments”] at 2, 11.

[30] See ATVA Comments, supra note 8 at n. 19 (“With more distributors, programmers ‘lose less’ if they fail to reach agreement with any individual cable or satellite provider.”); Zarakas & Verlinda, supra note 7 at para. 6 (“This bargaining power has been further exacerbated by the increase in the number of distribution platforms coming from the growth of online video distributors. The bargaining leverage of cable networks has also received a boost from the proliferation of distribution platforms.”); id. at para. 13 (“Growth of OVDs has reduced MVPD bargaining leverage”).

[31] See DISH Comments, supra note 7 at 6 (“For one thing, the consolidation of the broadcast industry over the last ten years has exacerbated the imbalance further. This consolidation, fueled itself by the broadcasters’ interest in ever-steeper retransmission price increases, has effectively been a game of “and then there were none,” with small independent groups of two or three stations progressively vanishing from the picture.”); Zarakas & Verlinda, supra note 7 at para. 6 (concluding consolidation among local networks is associated with increased retransmission fees).

[32] See Jeffrey A. Eisenach, The Economics of Retransmission Consent, at 9 n.22 (Empiris LLC, Mar. 2009), available at https://nab.org/documents/resources/050809EconofRetransConsentEmpiris.pdf.

[33] See Robert Marich, TV Faces Blackout Blues, Variety (Dec. 10, 2011), https://variety.com/2011/tv/news/tv-faces-blackout-blues-1118047261.

[34] See Economics of Broadcast TV Retransmission Revenue 2020, S&P Global Mkt. Intelligence (2020), https://www.spglobal.com/marketintelligence/en/news-insights/blog/economics-of-broadcast-tv-retransmission-revenue-2020.

[35] Cf. Zarakas & Verlinda, supra note 7 at para. 6.

[36] Retransmission Fee Revenue for U.S. Local TV Stations, Pew Research Center (Jul. 2022), https://www.pewresearch.org/journalism/chart/sotnm-local-tv-u-s-local-tv-station-retransmission-fee-revenue; Advertising Revenue for Local TV, Pew Research Center (Jul. 13, 2021), https://www.pewresearch.org/journalism/chart/sotnm-local-tv-advertising-revenue-for-local-tv.

[37] DISH Comments, supra note 7 at 4.

[38] Park, et al., supra note 13 at 118 (“With stations receiving more retransmission compensation, a new phenomenon has also emerged since the 2010s: reverse retransmission revenues, whereby networks receive a portion of their affiliates and owned-and-operated stations’ retransmission revenues. As retransmission fees have become more important to television stations, broadcast networks and MVPDs, negotiations over contract terms and fees have become more contentious and protracted.”).

[39] Marich, supra note 33.

[40] DISH Comments, supra note 7 at 11.

[41] NCTA Comments, supra note 29 at 2.

[42] See Zarakas & Verlinda supra note 8 at para. 15 (citing George S. Ford, A Retrospective Analysis of Vertical Mergers in Multichannel Video Programming Distribution Markets: The Comcast-NBCU Merger, Phoenix Ctr. for Advanced L. & Econ. Pub. Pol’y Studies (Dec. 2017), https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3138713).

[43] Aaron Heresco & Stephanie Figueroa, Over the Top: Retransmission Fees and New Commodities in the U.S. Television Industry, 29 Democratic Communiqué 19, 36 (2020).

[44] NTCA Comments, supra note 9 at 3.

[45] NPRM, supra note 1 at paras. 6-8.

[46] See supra notes 21-22 and accompanying text.

[47] NPRM, supra note 1 at n. 9.

[48] See id. at para. 6.

[49] See id. at n.12 (citing Alex Weprin, Weather Channel Brushes Off a Blackout, Politico (Feb. 6, 2014) https://www.politico.com/media/story/2014/02/weather-channel-brushes-off-a-blackout-001667); David Lieberman, The Weather Channel Returns To DirecTV, Deadline (April 8, 2014), https://deadline.com/2014/04/the-weatherchannel-returns-directv-deal-711602.

[50] See U.S. Television Networks, USTVDB (retrieved Mar. 28, 2024), https://ustvdb.com/networks.

[51] See Lieberman, supra note 49.

[52] See NPRM, supra note 1 at para. 6.

[53] See NCTA Comments, supra note 29 at 5.

[54] See id. at 3; see also Lieberman, supra note 49 (indicating that carriage consent agreement ending a blackout of The Weather Channel on DIRECTV required The Weather Channel to cut its reality programming by half on weekdays).

[55] See Alex Weprin & Lesley Goldberg, What’s Next for Freeform After Being Dropped by Charter, Hollywood Reporter (Dec. 14, 2023), https://www.hollywoodreporter.com/tv/tv-news/freeform-disney-charter-hulu-1235589827 (reporting that Freeform is a Disney-owned cable channel that currently caters to younger women; the channel began as a spinoff of the Christian Broadcasting Network, was subsequently rebranded as The Family Channel, then Fox Family Channel, and then ABC Family, before rebranding as Freeform).

[56] See NCTA Comments, supra note 29 at 5.

[57] Verizon Comments, supra note 24 at 13 (“Also, as the Commission points out, ‘What if the parties never reach an agreement for carriage? Would subscribers be entitled to rebates in perpetuity and how would that be calculated?’ The absurdity of these questions underscores the absurdity of the proposed regulation.”)

[58] See DISH Comments, supra note 7 at 13.

[59] Id.; see also id. at 22 (“Broadcasters increasingly demand that an MVPD agree to carry other broadcast stations or cable networks as a condition of obtaining retransmission consent for the broadcaster’s primary signal, without giving a real economic alternative to carrying just the primary signal(s).”)

[60] ATVA Comments, supra note 8 at 13 (“here is the additional complication that cable and satellite companies generally agree to confidentiality provisions with broadcasters and programmers—typically at the insistence of the broadcaster or programmer”); DISH Comments, supra note 7 at 21 (reporting broadcasters and programmers “insist” on confidentiality); NCTA Comments, supra note 27 at 6 (“It also bears emphasis that this approach would necessarily publicly expose per- subscriber rates and other highly confidential business information, and that the contracts between the parties prohibit disclosure of this and other information that each find competitively sensitive.”).

[61] NPRM, supra note 1 at para. 8.

[62] Spectrum Northeast, LLC v. Frey, 22 F.4th 287, 293 (1st Cir. 2022), cert denied, 143 S. Ct. 562 (2023); see also In the Matter of Promoting Competition in the American Economy: Cable Operator and DBS Provider Billing Practices, MB Docket No. 23-405, at n. 55 (Jan. 5, 2024), available at https://docs.fcc.gov/public/attachments/DOC-398660A1.pdf.

[63] NPRM, supra note 1 at para. 13.

[64] See supra note 59 and accompanying text for an example of a bundle.

[65] NCTA Comments, supra note 29 at 6.

[66] ATVA Comments, supra note 8 at 11.

[67] NCTA Comments, supra note 29 at 6.

INTEREST OF AMICI CURIAE

Amici Curiae are 24 former government officials, former judges, and intellectual property scholars who have developed copyright law and policy, researched and written about copyright law, or both. They are concerned about ensuring that copyright law continues to secure both the rights of authors and publishers in creating and disseminating their works and the rights of the public in accessing these works. It is vital for this Court to maintain this balance between creators and the public set forth in the constitutional authorization to Congress to create the copyright laws. Amici have no stake in the parties or in the outcome of the case. The names and affiliations of the members of the Amici are set forth in Addendum A below.[1]

SUMMARY OF ARGUMENT

Copyright fulfills its constitutional purpose to incentivize the creation and dissemination of new works by securing to creators the exclusive rights of reproduction and distribution. 17 U.S.C. § 106. Congress narrowly tailored the exceptions to these rights to avoid undermining the balanced system envisioned by the Framers. See 17 U.S.C. §§ 107–22. As James Madison recognized, the “public good fully coincides . . . with the claims of individuals” in the protection of copyright. The Federalist NO. 43, at 271–72 (James Madison) (Clinton Rossiter ed., 1961). Internet Archive (“IA”) and its amici wrongly frame copyright’s balance of interests as between the incentive to create, on the one hand, and the public good, on the other hand. That is not the balance that copyright envisions.

IA’s position also ignores the key role that publishers serve in the incentives copyright offers to authors and other creators. Few authors, no matter how intellectually driven, will continue to perfect their craft if the economic rewards are insufficient to meet their basic needs. As the Supreme Court observed, “copyright law celebrates the profit motive, recognizing that the incentive to profit from the exploitation of copyrights will redound to the public benefit by resulting in the proliferation of knowledge.” Eldred v. Ashcroft, 537 U.S. 186, 212 n.18 (2003) (quoting Am. Geophysical Union v. Texaco Inc., 802 F. Supp. 1, 27 (S.D.N.Y. 1992)). Accordingly, the Supreme Court and Congress have long recognized that copyright secures the fruits of intermediaries’ labors in their innovative development of distribution mechanisms of authors’ works. Copyright does not judge the value of a book by its cover price. Rather, core copyright policy recognizes that the profit motive drives the willingness ex ante to invest time and resources in creating both copyrighted works and the means to distribute them. In sum, commercialization is fundamental to a functioning copyright system that achieves its constitutional purpose.

IA’s unauthorized reproduction and duplication of complete works runs roughshod over this framework. Its concept of controlled digital lending (CDL) does not fall into any exception—certainly not any conception of fair use recognized by the courts or considered by Congress—and thus violates copyright owners’ exclusive rights. Expanding the fair use doctrine to immunize IA’s wholesale copying would upend Congress’s carefully-considered, repeated rejections of similar proposals.

Hoping to excuse its disregard for copyright law, IA and its amici attempt to turn the fair use analysis on its head. They acknowledge that the first sale exception does not permit CDL, as this Court made clear in Capitol Records, LLC v. ReDigi Inc., 910 F.3d 649 (2d Cir. 2018).[2] They also are aware that courts consistently have rejected variations on the argument that wholesale copying, despite a format shift, is permissible under fair use.[3] Nevertheless, IA and its amici ask this Court, for the first time in history, to create a first sale-style exemption within the fair use analysis. CDL is not the natural evolution of libraries in the digital age; rather, like Frankenstein’s monster, it is an abomination composed of disparate parts of copyright doctrine. If endorsed by this Court, it would undermine the constitutional foundation of copyright jurisprudence and the separation of powers.

The parties and other amici address the specific legal doctrines, as well as the technical and commercial context in which these doctrinal requirements apply in this case, and thus Amici provide additional information on the nature and function of copyright that should inform this Court’s analysis and decision.

First, although IA and its amici argue that there are public benefits to the copying in which IA has engaged that support a finding that CDL is fair use, their arguments ignore that copyright itself promotes the public good and the inevitable harms that would result if copyright owners were unable to enforce their rights against the wholesale, digital distribution of their works by IA.

Second, IA’s assertion of the existence of a so-called “digital first sale” doctrine—a principle that, unlike the actual first sale statute, would permit the reproduction, as well as the distribution, of copyrighted works—is in direct conflict with Congress and the Copyright Office’s repeated study (and rejection) of similar proposals. Physical and digital copies simply are different, and it is not an accident that first sale applies only to the distribution of physical copies. Ignoring decades of research and debate, IA pretends instead that Congress has somehow overlooked digital first sale, yet left it open to the courts to engage in policymaking by shoehorning it into the fair use doctrine. By doing so, IA seeks to thwart the democratic process to gain in the courts what CDL’s proponents have not been able to get from Congress.

Third, given that there is no statutory support for CDL, most libraries offer their patrons access to digital works by entering into licensing agreements with authors and their publishers. Although a minority of libraries have participated in IA’s CDL practice, and a few have filed amicus briefs in support of IA in this Court, the vast majority of libraries steer clear because they recognize that wholesale copying and distribution deters the creation of new works. As author Sandra Cisneros understands: “Real libraries do not do what Internet Archive does.” A-250 (Cisneros Decl.) ¶12. There are innumerable ways of accessing books, none of which require authors and publishers to live in a world where their books are illegally distributed for free.

No court has ever found that reproducing and giving away entire works—en masse, without permission, and without additional comment, criticism, or justification—constitutes fair use. IA’s CDL theory is a fantasy divorced from the Constitution, the laws enacted by Congress, and the longstanding policies that have informed copyright jurisprudence. This Court should reject IA’s effort to erase authors and publishers from the copyright system.

[1] The parties have consented to the filing of this brief. Amici Curiae and their counsel authored this brief. Neither a party, its counsel, nor any person other than Amici and their counsel contributed money that was intended to fund preparing or submitting this brief.

[2] See SPA-38 (“IA accepts that ReDigi forecloses any argument it might have under Section 109(a).”); Dkt. 60, Brief for Defendant-Appellant Internet Archive (hereinafter “IA Br.”) (appealing only the district court’s decision on fair use).

[3] See, e.g., ReDigi, 910 F.3d at 662; UMG Recordings, Inc. v. MP3.com, Inc., 92 F. Supp. 2d 349, 352 (S.D.N.Y. 2000); see also Disney Enters., Inc. v. VidAngel, Inc., 869 F.3d 848, 861–62 (9th Cir. 2017).

Mexico’s Federal Economic Competition Commission (COFECE, after its Spanish acronym) has published the preliminary report it prepared following its investigation of competition in the retail electronic-commerce market (e.g., Amazon). The report finds that: 

Read the full piece here.

We, the undersigned, are scholars from the International Center for Law & Economics (ICLE) with experience in the academy, enforcement agencies, and private practice in competition law. We write to address a key aspect of proposed amendments to Canadian competition law. Specifically, we focus on clauses in Bill C-59 pertinent to mergers and acquisitions and, in particular, the Bureau of Competition’s recommendation that the Bill should:

Amend Clauses 249-250 to enact rebuttable presumptions for mergers consistent with those set out in the U.S. Merger Guidelines.^[1]

The Bureau’s recommendation seeks to codify in Canadian competition law the structural presumptions outlined in the 2023 U.S. Federal Trade Commission (FTC) and U.S. Justice Department (DOJ) Merger Guidelines.  On balance, however, adoption of that recommendation would impede, rather than promote, fair competition and the welfare of Canadian consumers.

The cornerstone of the proposed change lies in the introduction of rebuttable presumptions of illegality for mergers that exceed specified market-share or concentration thresholds. While this approach may seem intuitive, the economic literature and U.S. enforcement experience militate against its adoption in Canadian law.

The goal of enhancing—indeed, strengthening—Canadian competition law should not be conflated with the adoption of foreign regulatory guidelines. The most recent U.S. Merger Guidelines establish new structural thresholds, based primarily on the Herfindahl-Hirschman Index (HHI) and market share, to establish presumptions of anticompetitive effects and illegality. Those structural presumptions, adopted a few short months ago, are inconsistent with established economic literature and are untested in U.S. courts. Those U.S. guidelines should not be codified in Canadian law without robust deliberation to ensure alignment with Canadian legal principles, on the one hand, and with economic realities and evidence, on the other.

Three points are especially important. First, concentration measures are widely considered to be a poor proxy for the level of competition that prevails in a given market. Second, lower merger thresholds may lead to enforcement errors that discourage investment and entrepreneurial activity and allocate enforcement resources to the wrong cases. Finally, these risks are particularly acute when concentration thresholds are used not as useful indicators but, instead, as actual legal presumptions (albeit rebuttable ones). We discuss each of these points in more detail below.

What Concentration Measures Can and Cannot Tell Us About Competition

While the use of concentration measures and thresholds can provide a useful preliminary-screening mechanism to identify potentially problematic mergers, substantially lowering the thresholds to establish a presumption of illegality is inadvisable for several reasons.

First, too strong a reliance on concentration measures lacks economic foundation and is likely prone to frequent error. Economists have been studying the relationship between concentration and various potential indicia of anticompetitive effects—price, markup, profits, rate of return, etc.—for decades.^[2] There are hundreds of empirical studies addressing this topic.^[3]

The assumption that “too much” concentration is harmful assumes both that the structure of a market is what determines economic outcomes and that anyone could know what the “right” amount of concentration is. But as economists have understood since at least the 1970s (and despite an extremely vigorous, but futile, effort to show otherwise), market structure does not determine outcomes.^[4]

This skepticism toward concentration measures as a guide for policy is well-supported, and is held by scholars across the political spectrum.  To take one prominent, recent example, professors Fiona Scott Morton (deputy assistant U.S. attorney general for economics in the DOJ Antitrust Division under President Barack Obama, now at Yale University); Martin Gaynor (former director of the FTC Bureau of Economics under President Obama, now serving as special advisor to Assistant U.S. Attorney General Jonathan Kanter, on leave from Carnegie Mellon University), and Steven Berry (an industrial-organization economist at Yale University) surveyed the industrial-organization literature and found that presumptions based on measures of concentration are unlikely to provide sound guidance for public policy:

In short, there is no well-defined “causal effect of concentration on price,” but rather a set of hypotheses that can explain observed correlations of the joint outcomes of price, measured markups, market share, and concentration.…

Our own view, based on the well-established mainstream wisdom in the field of industrial organization for several decades, is that regressions of market outcomes on measures of industry structure like the Herfindahl-Hirschman Index should be given little weight in policy debates.^[5]

As Chad Syverson recently summarized:

Perhaps the deepest conceptual problem with concentration as a measure of market power is that it is an outcome, not an immutable core determinant of how competitive an industry or market is… As a result, concentration is worse than just a noisy barometer of market power. Instead, we cannot even generally know which way the barometer is oriented.^[6]

This does not mean that concentration measures have no use in merger screening. Rather, market concentration is often unrelated to antitrust-enforcement goals because it is driven by factors that are endogenous to each industry. Enforcers should not rely too heavily on structural presumptions based on concentration measures, as these may be poor indicators of the instances in which antitrust enforcement is most beneficial to competition and consumers.

At What Level Should Thresholds Be Set?

Second, if concentration measures are to be used in some fashion, at what level or levels should they be set?

The U.S. 2010 Horizontal Merger Guidelines were “b?ased on updated HHI thresholds that more accurately reflect actual enforcement practice.”^[7] These numbers were updated in 2023, but without clear justification. While the U.S. enforcement authorities cite several old cases (cases that implicated considerably higher levels of concentration than those in their 2023 guidelines), we agree with comments submitted in 2022 by now-FTC Bureau of Economics Director Aviv Nevo and colleagues, who argued against such a change. They wrote:

Our view is that this would not be the most productive route for the agencies to pursue to successfully prevent harmful mergers, and could backfire by putting even further emphasis on market definition and structural presumptions.

If the agencies were to substantially change the presumption thresholds, they would also need to persuade courts that the new thresholds were at the right level. Is the evidence there to do so? The existing body of research on this question is, today, thin and mostly based on individual case studies in a handful of industries. Our reading of the literature is that it is not clear and persuasive enough, at this point in time, to support a substantially different threshold that will be applied across the board to all industries and market conditions. (emphasis added) ^[8]

Lower merger thresholds create several risks. One is that such thresholds will lead to excessive “false positives”; that is, too many presumptions against mergers that are likely to be procompetitive or benign. This is particularly likely to occur if enforcers make it harder for parties to rebut the presumptions, e.g., by requiring stronger evidence the higher the parties are above the (now-lowered) threshold. Raising barriers to establishing efficiencies and other countervailing factors makes it more likely that procompetitive mergers will be blocked. This not only risks depriving consumers of lower prices and greater innovation in specific cases, but chills beneficial merger-and-acquisition activity more broadly. The prospect of an overly stringent enforcement regime discourages investment and entrepreneurial activity. It also allocates scarce enforcement resources to the wrong cases.

Changing the Character of Structural Presumptions

Finally, the risks described above are particularly acute, given the change in the character of structural presumptions described in the U.S. Merger Guidelines. The 2023 Merger Guidelines—and only the 2023 Merger Guidelines—state that certain structural features of mergers will raise a “presumption of illegality.”^[9]

U.S. merger guidelines published in 1982,^[10] 1992 (revised in 1997),^[11] and 2010^[12] all describe structural thresholds seen by the agencies as pertinent to merger screening. None of them mention a “presumption of illegality.” In fact, as the U.S. agencies put it in the 2010 Horizontal Merger Guidelines:

The purpose of these thresholds is not to provide a rigid screen to separate competitively benign mergers from anticompetitive ones, although high levels of concentration do raise concerns. Rather, they provide one way to identify some mergers unlikely to raise competitive concerns and some others for which it is particularly important to examine whether other competitive factors confirm, reinforce, or counteract the potentially harmful effects of increased concentration.^[13]

The most worrisome category of mergers identified in the 1992 U.S. merger guidelines were said to be presumed “likely to create or enhance market power or facilitate its exercise.” The 1982 guidelines did not describe “presumptions” so much as that certain mergers that may be matters of “significant competitive concern” and “likely” to be subject to challenge.

Hence, earlier editions of the U.S. merger guidelines describe the ways that structural features of mergers might inform, but not determine, internal agency analysis of those mergers. That was useful information for industry, the bar, and the courts. Equally useful were descriptions of mergers that were “unlikely to have adverse competitive effects and ordinarily require no further analysis,”^[14] as well as intermediate types of mergers that “potentially raise significant competitive concerns and often warrant scrutiny.”^[15]

Similarly, the 1992 U.S. merger guidelines identified a tier of mergers deemed “unlikely to have adverse competitive effects and ordinarily require no further analysis,” as well as intermediate categories of mergers either unlikely to have anticompetitive effects or, in the alternative, potentially raising significant competitive concerns, depending on various factors described elsewhere in the guidelines.^[16]

By way of contrast, the new U.S. guidelines include no description of any mergers that are unlikely to have adverse competitive effects. And while the new merger guidelines do stipulate that the “presumption of illegality can be rebutted or disproved,” they offer very limited means of rebuttal.

This is at odds with prior U.S. agency practice and established U.S. law. Until very recently, U.S. agency staff sought to understand proposed mergers under the totality of their circumstances, much as U.S. courts came to do. Structural features of mergers (among many others) might raise concerns of greater or lesser degrees. These might lead to additional questions in some instances; more substantial inquiries under a “second request” in a minority of instances; or, eventually, a complaint against a very small minority of proposed mergers. In the alternative, they might help staff avoid wasting scarce resources on mergers “unlikely to have anticompetitive effects.”

Prior to a hearing or a trial on the merits, there might be strong, weak, or no appreciable assessments of likely liability, but there was no prima facie determination of illegality.

And while U.S. merger trials did tend to follow a burden-shifting framework for plaintiff and defendant production, they too looked to the “totality of the circumstances”^[17] and a transaction’s “probable effect on future competition”^[18] to determine liability, and they looked away from strong structural presumptions. As then-U.S. Circuit Judge Clarence Thomas observed in the Baker-Hughes case:

General Dynamics began a line of decisions differing markedly in emphasis from the Court’s antitrust cases of the 1960s. Instead of accepting a firm’s market share as virtually conclusive proof of its market power, the Court carefully analyzed defendants’ rebuttal evidence.^[19]

Central to the holding in Baker Hughes—and contra the 2023 U.S. merger guidelines—was that, because the government’s prima facie burden of production was low, the defendant’s rebuttal burden should not be unduly onerous.^[20] As the U.S. Supreme Court had put it, defendants would not be required to clearly disprove anticompetitive effects, but rather, simply to “show that the concentration ratios, which can be unreliable indicators of actual market behavior . . . did not accurately depict the economic characteristics of the [relevant] market.”^[21]

Doing so would not end the matter. Rather, “the burden of producing additional evidence of anticompetitive effects shifts to the government, and merges with the ultimate burden of persuasion, which remains with the government at all times.”^[22]

As the U.S. Supreme Court decision in Marine Bancorporation underscores, even by 1974, it was well understood that concentration ratios “can be unreliable indicators” of market behavior and competitive effects.

As explained above, research and enforcement over the ensuing decades have undermined reliance on structural presumptions even further. As a consequence, the structure/conduct/performance paradigm has been largely abandoned, because it’s widely recognized that market structure is not outcome–determinative.

That is not to say that high concentration cannot have any signaling value in preliminary agency screening of merger matters. But concentration metrics that have proven to be unreliable indicators of firm behavior and competitive effects should not be enshrined in Canadian statutory law. That would be a step back, not a step forward, for merger enforcement.

 

^[1] Matthew Boswell, Letter to the Chair and Members of the House of Commons Standing Committee on Finance, Competition Bureau Canada (Mar. 1, 2024), available at https://sencanada.ca/Content/Sen/Committee/441/NFFN/briefs/SM-C-59_CompetitionBureauofCND_e.pdf.

^[2] For a few examples from a very large body of literature, see, e.g., Steven Berry, Martin Gaynor, & Fiona Scott Morton, Do Increasing Markups Matter? Lessons from Empirical Industrial Organization, 33J. Econ. Perspectives 44 (2019); Richard Schmalensee, Inter-Industry Studies of Structure and Performance, in 2 Handbook of Industrial Organization 951-1009 (Richard Schmalensee & Robert Willig, eds., 1989); William N. Evans, Luke M. Froeb, & Gregory J. Werden, Endogeneity in the Concentration-Price Relationship: Causes, Consequences, and Cures, 41 J. Indus. Econ. 431 (1993); Steven Berry, Market Structure and Competition, Redux, FTC Micro Conference (Nov. 2017), available at https://www.ftc.gov/system/files/documents/public_events/1208143/22_-_steven_berry_keynote.pdf; Nathan Miller, et al., On the Misuse of Regressions of Price on the HHI in Merger Review, 10 J. Antitrust Enforcement 248 (2022).

^[3] Id.

^[4] See Harold Demsetz, Industry Structure, Market Rivalry, and Public Policy, 16 J. L. & Econ. 1 (1973).

^[5] Berry, Gaynor, & Scott Morton, supra note 2.

^[6] Chad Syverson, Macroeconomics and Market Power: Context, Implications, and Open Questions 33 J. Econ. Persp. 23, (2019) at 26.

^[7] Joseph Farrell & Carl Shapiro, The 2010 Horizontal Merger Guidelines After 10 Years, 58 REV. IND. ORG. 58, (2021). https://link.springer.com/article/10.1007/s11151-020-09807-6.

^[8] John Asker et al, Comments on the January 2022 DOJ and FTC RFI on Merger Enforcement (Apr. 20, 2022), available at https://www.regulations.gov/comment/FTC-2022-0003-1847 at 15-6.

^[9] U.S. Dep’t Justice & Fed. Trade Comm’n, Merger Guidelines (Guideline One) (Dec. 18, 2023), available at https://www.ftc.gov/system/files/ftc_gov/pdf/2023_merger_guidelines_final_12.18.2023.pdf.

^[10] U.S. Dep’t Justice, 1982 Merger Guidelines (1982), https://www.justice.gov/archives/atr/1982-merger-guidelines.

^[11] U.S. Dep’t Justice & Fed. Trade Comm’n, 1992 Merger Guidelines (1992), https://www.justice.gov/archives/atr/1992-merger-guidelines; U.S. Dep’t Justice & Fed. Trade Comm’n, 1997 Merger Guidelines (1997), https://www.justice.gov/archives/atr/1997-merger-guidelines.

^[12] U.S. Dep’t Justice & Fed. Trade Comm’n, Horizontal Merger Guidelines (Aug. 19, 2010), https://www.justice.gov/atr/horizontal-merger-guidelines-08192010; The U.S. antitrust agencies also issued Vertical Merger Guidelines in 2020. Although these were formally withdrawn in 2021 by the FTC, but not DOJ, they too are supplanted by the 2023 Merger Guidelines. See U.S. Dep’t Justice & Fed. Trade Comm’n, Vertical Merger Guidelines (Jun. 30, 2020), available at https://www.ftc.gov/system/files/documents/public_statements/1580003/vertical_merger_guidelines_6-30-20.pdf.

^[13] 2010 Horizontal Merger Guidelines.

^[14] Id.

^[15] Id.

^[16] 1992 Merger Guidelines.

^[17]  United States v. Baker-Hughes Inc., 908 F.2d 981, 984 (D.C. Cir. 1990).

^[18] Id. at 991.

^[19] Id. at 990 (citing Hospital Corp. of Am. v. FTC, 807 F.2d 1381, 1386 (7th Cir.1986), cert. denied, 481 U.S. 1038, 107 S.Ct. 1975, 95 L.Ed.2d 815 (1987).

^[20]  Id. at 987, 992.

^[21]  United States v. Marine Bancorporation Inc., 418 U.S. 602, 631 (1974) (internal citations omitted).

^[22]  Baker-Hughes, 908 F.2d at 983.