FAS: IN THE CONTEXT OF DIGITALIZATION, IT IS THE POSSIBILITY OF CHOICE AND THE POSITION OF CONSCIOUS CONSUMPTION THAT SHOULD DETERMINE THE MARKET

The more the consumer is competent, the more the conditions for the formation of a competitive market are favorable.

Experts and regulators agree that digital platforms and ecosystems have not only become a reality, but also actively use their resources to shape consumer behavior.

“What are the objectives in regulation of the digital ecosystem? So that the consumer has a choice and the ability to switch. The more the consumer is knowledgeable , the more he understands his needs, the more likely that there will be competition, and then the consumer's opinion will determine the market, and not opposite,” -this position on ensuring competition in digital markets was voiced by Elena Zaeva, Head of the Department for Regulation of Communications and Information Technologies of the FAS Russia at the Antimonopoly Forum-2021.

The speaker compared the implementation of digital ecosystems with the emergence of multi-product stores in the XIX century, which displaced “small” businesses and changed the competitive environment.

“Why didn't they prohibit supermarkets then? Because a supermarket is convenient. Digital ecosystems are also convenient. But at the same time, it is important how fairly the platform treats its sellers and buyers, and how openly it informs consumers about its activities. Our task is to give the consumer a choice, so that their consumption is conscious,” she said.

According to Elena Zaeva, it is worth thinking about how to make regulation more flexible in terms of analyzing, creating and establishing rules:

“Effective tools for responding to digital realities are a task that antimonopoly authorities around the world are puzzling over. And one of the main tasks of this regulation is to meet the needs of consumers”.