Attention Markets and European Competition Law

Summary

Following the economic literature attention initially treated as „fictious commodity“ became an important component of the market; in attention market users supply time for content they are interrested in. Attention market differs from conventional market in several aspects and becomes a new challenge for antitrust. The article therefore analyses attention markets from competition point of view. Starting with economic background it discusses different approches to the relevant market analysis and the tools used for relevant market assessment (SSNIP, SSNIC and SSNDQ test). It explores also changes in identification of market power and new forms of anticompetitive behaviour in these prevalently zero-price markets. Attention is drawn also to the benefits of functioning competition. Outcomes of analysis are summed up in the conclusion.