Privacy issues in the antitrust legal framework: “the Facebook case”

21. July 2022

European countries were among the first to introduce privacy laws in the context of antitrust and in the competition law framework. As a result of this implementation, in 2019 the German Federal Cartel Office took action to stop Facebook (now a part of Meta Inc.) from further processing personal data that had been acquired through third – party installations (most of all referring to cookies). The proceedings on the matter are still ongoing. Recently also the Irish Data Protection Authority took position against Facebook (which has in the meantime become Meta Inc.), by preventing the American tech giant to transfer user data to the United States due to data safety issues. Also in this matter the parties are still in debate.

In 2014 Facebook notoriously purchased messaging company WhatsApp for almost 22 bln. dollars. At the time Europe did not give much thought to the potential consequences of this merger. This operation was the object of an opinion of the European Commission; in the Commission’s mind the two companies’ privacy policies were way different, and the thought that Facebook now had control over all of the data collected by WhatsApp did not sit well with the European authorities. Another key argument brought forward by the Commission was the lack of an effective competition between the two companies. However, no further action was taken at the time.

A few years later, academic research highlighted the mistake made by the European Commission in not considering the enormous meaning personal data have for these tech companies: due to the fact that personal data are considered to be so – called “nonprice competition”, they play a key role in the strategies and decision – making of big data – driven business models. In particular, when a company depends on collecting and using personal data, it usually lowers the bar of privacy protection standards and raises the number of data collected. This argument was brought forward by the U.K.’s Competition Agency, which stated that by considering the enormous importance personal data have gained in the digital market, companies such as Facebook do not have to face a strong competition in their business.

These arguments and the growing unrest in various DPAs around the globe has brought in 2020 to the notorious investigation of Facebook by the Federal Trade Commission of the United States. In particular the FTC accused Meta Inc. (in particular Facebook) of stifling its competition in order to retain its monopoly of the digital market. On one hand an American court dismissed the claims, but on the other hand the high risks connected with an enormous data collection was highlighted. In particular, according to Section 2 of the Sherman Act, the State has:

  • To prove that a company is in fact a monopoly, and
  • That it has to harm consumers

This does not apply directly to the case, but the FTC argued that the harm to the consumers is to be seen in Meta Inc.’s lowering privacy standards. The case is still pending as of July 2022.

This merger showed how much privacy and antitrust issues overlap in the digitalized market.

In the following months, policymakers and enforcers both in the United States and in the European Union have been struggling to establish new sets of rules to better regulate mergers between companies whose business model relies on the collection of personal data, and above all they called for more cooperation between privacy and antitrust agencies.