Brussels' Antitrust Revolution..
The European Commission is seeking to drastically expand its power to fine companies for their participation in so-called "information exchanges," a form of cartel under EU competition law involving the communication of sensitive business information between competitors.
The commission's new cartel-enforcement powers were revealed earlier
this year in its draft Horizontal Guidelines, which are due to enter
into force next January. These changes would criminalize a wide range
of currently legal, and in some cases innocuous, conduct.
The
commission has already been turning the screw on companies that
transmit sensitive business information to their competitors, such as
intended future prices or output. In June, the commission handed down a
cartel decision involving producers of bathroom fittings and fixtures.
This case relied heavily on their exchange of intended future prices.
One of the producers, Ideal Standard, was fined €326 million.
Similarly, in the commission's pending investigation of airfreight
carriers, the commission's case depends largely upon the alleged
exchange of carriers' rates and surcharges.
The commission
argues that by engaging in such exchanges, competitors create
"artificial market transparency." It is seen as anticompetitive for
competitors to "announce" to each other their future prices, for
example, because doing is seen as an invitation to collude on prices.
Even the communication of one's recent prices is viewed as inviting
future collusion.
The draft guidelines will raise the stakes in several ways:
First,
the commission will seek to determine whether the information exchanged
is equally accessible to everyone, including customers. If not, then
the commission may consider the exchange to be illegal. For example,
let's say that independent service station owners in greater Frankfurt
regularly let each other know of their intended price increases. The
commission would claim that since customers need to visit each and
every service station in order to apprise themselves of the price
increases, they have less access than the station owners to the price
announcements.
The draft guidelines' test of "equal access" is
plainly more aggressive than the current threshold of whether the
information concerned is in the public domain—that is, publicly
available. Under the present test, if a copper producer posts its
future prices on its own website or on CNBC before communicating them
to a competitor, or furnishes the information to a regulator, the
company has a valid defense: the information was previously in the
public domain. Under the new test, this defense would disappear. The
commission would argue that consumers do not have equal access to the
information—consumers' access would depend upon their prescience (or
plain luck) in clicking onto the company website after the price
announcement is posted, watching CNBC when the announcement is made
there, or finding the information as filed with the regulator.
Nor
will there be a safety net for competitors in exchanging purely
historical information with each other. The draft guidelines will
expect producers to determine whether the information is at least
several times older than the "average length of contracts in the
industry." But what types of contracts? And in what industry segments?
The draft guidelines provide no answers to these questions. And how
would the company determine the average length of such contracts
without consulting with its competitors, which the commission is
plainly discouraging?
Similarly, under the draft guidelines,
the collection and publication of aggregated company data would not
necessarily sanitize it. If the industry is concentrated, say limited
to 5-10 producers, the commission might argue that the publication of
aggregate sales in certain territories would enable producers to
discern their competitors' sales.
More disturbingly,
independent market-research companies, industry analysts and
consultants, and even journalists, are also targeted by the draft
guidelines. This is because the guidelines prohibit "indirect"
information exchanges resulting from third-party dissemination of
sensitive information—that is, even without the direct communication of
sensitive information between competitors. If an industry consultant
published up-to-date information, for example, on LCD producers' sales
and customers, the commission could find that the consultant
facilitated an illegal information exchange. The "cartel" would
potentially include the consultant, the LCD manufacturers whose
information was reported, and those producers who refused to provide
their own data, but had access to the information of those reporting
it.
The commission is sending a clear message: It doesn't want
competitors talking to each other about much more than their golf
handicaps.
However, the commission's draft guidelines are
unnecessarily vague and are not narrowly tailored to meet their
intended objective. It will be difficult for manufacturers to
determine, without the assistance of antitrust counsel and economists,
what information they can legitimately share with each other, and
similarly, for consultants and other third parties to determine what
company or industry data they can legally publish or broadcast. The
commission should have specified precise circumstances in which
"indirect" information exchanges would be deemed illegal, at least
requiring strong evidence that the "third party" had been exploited by
a manufacturers' cabal.
The commission's new rules will put a
chilling effect on the exchange or publication of information that is
positive for the economy, and which present no antitrust risk
whatsoever. There is still time for the commission to consider the
adoption of rules that are fair, transparent and user-friendly.
source online.wsj.com