The Regulatory Perception of the Marketing Function: an Interpretation of UK Competition Authority Investigations 1950-2005

John Ashton () and Andrew Pressey
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Andrew Pressey: Centre for Competition Policy and Norwich Business School, University of East Anglia

No 2007-, Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) from Centre for Competition Policy, University of East Anglia, Norwich, UK.

Abstract: This paper explores and quantifies the link between marketing and rulings on competition or antitrust law made by UK competition or antitrust authorities. This examination is timely due to both the changing form and increasing severity of competition law in the UK and the strong associations identified between marketing and antitrust law in the US literature. Through a comprehensive examination of past UK competition rulings from 1950 to 2005, the frequency and content of the principal forms of uncompetitive behaviour during the last half century are recorded. A high proportion of competition law violations are associated with the marketing function. UK competition authorities have viewed specific marketing practices and, more generally, the direction, scope and scale of marketing activity to be causes for concern. We conclude that marketers need to develop a greater awareness of competition law and contribute more to the ongoing discussion as to the present and future form of competition policy.

Keywords: Marketing; marketing practices; competition law; antitrust law; anticompetitive behaviour (search for similar items in EconPapers)
JEL-codes: K21 L42 M31 (search for similar items in EconPapers)
Date: 2007-01-01
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Working Paper: The Regulatory Perception of the Marketing Function: an Interpretation of UK Competition Authority Investigations 1950-2005 (2007)
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Persistent link: https://EconPapers.repec.org/RePEc:uea:ueaccp:2007_01

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Juliette Hardman, Center for Competition Policy, University of East Anglia, Norwich Research Park, Norwich, NR4 7TJ, UK

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