Fairness, Digital Markets and Competition Law – Reconciling Fairness Norms in Digital Markets Act, Data Act and AI Act with Competition Law

The present article explores the implication of fairness as a regulatory and competition law concept applied to digital and Artificial Intelligence markets, in light of recent law and policy developments targeting the interaction between data, market power and competition law. Much of the policy discussions, legislative proposals as well some emerging case law elevate the matter of “fairness” in the context of digital markets and AI, creating both a novel regulatory framework as well as encouraging competition law to curb “unfairness” of said markets and related “unfair practices”. The interface between intellectual property rights and competition law is of utmost importance in this context, where we might find similar analogous insights as we can find regarding the matter of fairness within traditional EU competition law. Further, the question remains whether the “fairness norm” expressed in regulatory acts such Digital Markets Act, EU AI Act and the EU Data Act are akin to the “fairness” norms found in Union competition law, mainly under Article 102 Treaty on the Functioning of the European Union (TFEU).