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Articles

THE INFLUENCE OF DIGITAL MARKETING IN COMPETITION LAW: OVERVIEW

Abstract. The current materialistic era can indicate us that our world is going to be "techno sphere", dramatically. Digital aspects are entering any system, such as medicine, economy, policy, law and others. Appearing digital atmosphere in economy (for example, Google, Amazon, HUAWEI, Facebook) is being cause to create and learn new law rules in "lex" area, including competition law. Leading jurisdictions are debating whether the nature of data-driven innovation markets and smart technologies, this situation requires re-thinking of how antitrust law applies to digital arsenal. The question: Is this a competition problem or not? There are, we can see, many causes to calculate in this case that especially two analytical tools: competitive law applies the digitalization of economy and anticompetitive behavior. This article focuses on opening the meaning of competition law, multi-sided economy, their combination role in ecosystem, in addition, the role of competition law in legal regulating of digital economy around the world. Keywords: competitive law, digital economy, enforcement, abuse of dominance, cartels