Title page 1

Contents 4

Disclaimers 2

Abstract 3

Executive summary 5

Competition policy and consumer policy - diverging approaches and goals? 5

Current and prospective joint approaches: Bridging the two policy areas 6

1. Introduction 7

2. The intersection between competition and consumer policy in digital markets 9

2.1. The policy goals 9

2.2. Consumer agency in digital markets 10

2.3. Conduct at the intersection of the two policy areas 12

2.3.1. Personalisation practices 13

2.3.2. Misleading or deceptive online choice architecture practices 16

2.3.3. Other exclusionary practices 18

2.4. Conclusions 21

3. From identification to action: towards more joint approaches between the two policies 22

3.1. Existing practices to approach policy overlaps 22

3.1.1. Institutional design 22

3.1.2. Advocacy initiatives 23

3.1.3. Enforcement activity 25

3.2. Looking to the future: From parallel enforcement to integrated approaches 26

3.2.1. Integrating consumer agency into competition and consumer enforcement analysis 28

3.2.2. Integration between competition and consumer policies in remedy design 29

4. Concluding remarks 32

References 33

Notes 40

Boxes 4

Box 1. Consumer agency in a world with agentic AI 11

Box 2. Key definitions in personalisation practices 13

Box 3. Examples of misleading or deceptive online choice architecture practices 16

Box 4. Enforcement actions in the United States and Italy against Amazon's practices 20

Box 5. Examples of market studies exploring both competition and consumer issues in digital markets 24

Box 6. Enforcement action against Meta's practices 25