{"id":8965,"date":"2022-06-21T11:35:19","date_gmt":"2022-06-21T11:35:19","guid":{"rendered":"https:\/\/promoguy.nl\/how-antitrust-laws-affect-ecommerce-marketing\/"},"modified":"2025-04-05T14:32:14","modified_gmt":"2025-04-05T14:32:14","slug":"how-antitrust-laws-affect-ecommerce-marketing","status":"publish","type":"post","link":"https:\/\/promoguy.nl\/lt\/blog\/2022\/06\/21\/how-antitrust-laws-affect-ecommerce-marketing\/","title":{"rendered":"Kaip antimonopoliniai \u012fstatymai veikia e. prekyb\u0105 ir rinkodar\u0105"},"content":{"rendered":"

Tokios technologij\u0173 mil\u017ein\u0117s kaip \"Apple\", \"Amazon\" ir \"Google\" \u012fvairiais b\u016bdais naudojasi monopoline galia. Ta\u010diau tai da\u017enai atsidurdavo vartotoj\u0173 ir ma\u017e\u0173j\u0173 \u012fmoni\u0173 s\u0105skaita, d\u0117l to kilo triuk\u0161mas<\/em> teis\u0117s aktams. Atsi\u017evelgiant \u012f tai, kad JAV gali b\u016bti priimti antimonopoliniai \u012fstatymai, verta i\u0161nagrin\u0117ti, kaip \u0161ie \u012fstatymai gali paveikti elektronin\u0119 prekyb\u0105 ir rinkodara<\/a>.<\/p>\r\n\r\n\r\n\r\n

Kas yra antimonopoliniai \u012fstatymai<\/h2>\r\n\r\n\r\n\r\n

Antimonopoliniai reikalavimai<\/a> \u012fstatymas - tai teis\u0117s aktas, priimtas siekiant reguliuoti verslo praktik\u0105, kad b\u016bt\u0173 u\u017etikrinta s\u0105\u017eininga konkurencija. Jais siekiama didinti konkurencij\u0105 rinkoje ir u\u017ekirsti keli\u0105 monopolizavimui.<\/p>\r\n\r\n\r\n\r\n

Kas yra monopolijos ir trestai? \u012emon\u0117s, turin\u010dios pernelyg didel\u0119 gali\u0105 ir slopinan\u010dios bet koki\u0105 konkurencij\u0105, tampa monopolijomis. Kad b\u016bt\u0173 laikoma monopolija, ji turi u\u017eimti did\u017ei\u0105j\u0105 rinkos dal\u012f ir diktuoti rinkos j\u0117gas. Neteis\u0117tos monopolijos susiformuoja tada, kai monopolija neb\u016btinai teikia geresn\u012f produkt\u0105, bet veikiau stabdo konkurencij\u0105.<\/p>\r\n\r\n\r\n\r\n

Pana\u0161iai ir trestas - tai kelios \u012fmon\u0117s ar \u016bkio subjektai, kurie kartelizuojasi rinkoje ir diktuoja pasi\u016bl\u0105 bei kainas. \u0160ie subjektai gali kartu u\u017evaldyti rink\u0105, sukeldami nes\u0105\u017eining\u0105 rinkos u\u017evaldym\u0105.<\/p>\r\n\r\n\r\n\r\n

Monopolija gali u\u017edirbti teigiam\u0105 peln\u0105, nes ji gali u\u017espausti rink\u0105 ir sudaryti kli\u016btis patekti \u012f j\u0105. Nors tobula konkurencija ne\u012fmanoma, tam tikro laipsnio pasirinkimas yra b\u016btinas, kad vartotojai tur\u0117t\u0173 geresnes pasirinkimo galimybes. Pagrindinis antimonopolini\u0173 teis\u0117s akt\u0173 tikslas - pa\u017eaboti \u0161\u012f monopolijoms b\u016bding\u0105 i\u0161tekli\u0173 kaupim\u0105.<\/p>\r\n\r\n\r\n\r\n

J\u0173 b\u016bna \u012fvairi\u0173 tip\u0173. Kai kurie antimonopoliniai \u012fstatymai, pavyzd\u017eiui, \u0160ermano \u012fstatymas, draud\u017eia sudaryti sutartis, derinius ir s\u0105mokslus, kurie nepagr\u012fstai riboja tarpvalstybin\u0119 ir u\u017esienio prekyb\u0105. Prie\u0161ingai, Claytono antimonopolinis \u012fstatymas nukreiptas prie\u0161 susijungimus ar \u012fsigijimus, kurie gali suma\u017einti konkurencij\u0105. Kitas \u012fstatymas, FTC aktas, draud\u017eia nes\u0105\u017einingos konkurencijos metodus tarpvalstybin\u0117je prekyboje.<\/p>\r\n\r\n\r\n\r\n

B\u016bsimi JAV teis\u0117s aktai ir j\u0173 pageidaujamas poveikis<\/h2>\r\n\r\n\r\n
\r\n
\""Amazon"<\/figure>\r\n<\/div>\r\n\r\n\r\n

Neseniai JAV paskelb\u0117 apie tam tikr\u0173 antimonopolini\u0173 priemoni\u0173 taikym\u0105 Amerikos technologij\u0173 mil\u017ein\u0117ms. \"Amazon\" sulauk\u0117 kritikos d\u0117l \u017ealingo poveikio ma\u017emenin\u0117s prekybos pramonei. Nors \"Amazon\" tvirtina, kad jai tenka 5 proc. vis\u0173 ma\u017emenin\u0117s prekybos pardavim\u0173 Jungtin\u0117se Valstijose, \"eMarketer\" atliktas tyrimas rodo, kad 40 proc. vis\u0173 ma\u017emenin\u0117s prekybos internetu pardavim\u0173 sudaro \u0161ios platformos pardavimai.<\/p>\r\n\r\n\r\n\r\n

Bideno antimonopoliniai tikslai taip pat gali b\u016bti nukreipti prie\u0161 \"Amazon\" ir \"Google\" duomen\u0173 rinkimo infrastrukt\u016br\u0105. Daugelyje valstybi\u0173 duomen\u0173 rinkimas<\/a> praktik\u0105 d\u0117l \u012fvairi\u0173 prie\u017eas\u010di\u0173. Tai gali tur\u0117ti rimt\u0105 poveik\u012f skaitmenin\u0117s rinkodaros ir elektronin\u0117s prekybos sektoriams, ypa\u010d toki\u0173 svetaini\u0173 kaip \"Google\" ir \"Amazon\" rekomendavimo algoritmams.<\/p>\r\n\r\n\r\n\r\n

ES taip pat \u0117m\u0117si technologij\u0173 monopolijos ir nes\u0105\u017eininga praktika.<\/a>. Kalbant apie tokias bendroves kaip \"Apple\", antimonopoliniai \u012fstatymai gali tur\u0117ti \u012ftakos tam, kaip jos parduoda, perka ir tvarko programas savo parduotuv\u0117se. \u0160iuo metu \"Apple\" taiko mokes\u010dius, susijusius su bet kokiu pirkimu, tod\u0117l bendrov\u0117s turi didinti kainas arba patirti i\u0161laid\u0173. Tod\u0117l tokios bendrov\u0117s kaip \"Netflix\" pra\u0161o naudotoj\u0173 pirkti j\u0173 program\u0117les kitur, kad i\u0161vengt\u0173 mokes\u010di\u0173.<\/p>\r\n\r\n\r\n\r\n

Kita antimonopolini\u0173 teis\u0117s akt\u0173 sritis - technin\u0117s \u012frangos standartai. Pavyzd\u017eiui, \"Apple\" turi monopol\u012f pagalbin\u0117s aparatin\u0117s \u012frangos, pavyzd\u017eiui, \u012fkrovikli\u0173 ir kabeli\u0173, at\u017evilgiu. Teis\u0117s aktais gali b\u016bti reikalaujama, kad bendrov\u0117s laikyt\u0173si universali\u0173 standart\u0173, siekiant u\u017ekirsti keli\u0105 tokio pob\u016bd\u017eio monopolizavimui.<\/p>\r\n\r\n\r\n\r\n

Dabartini\u0173 JAV antimonopolini\u0173 \u012fstatym\u0173 taikymas<\/h2>\r\n\r\n\r\n\r\n

Antimonopolizavimo priemon\u0117s yra vienareik\u0161mi\u0161kai naudingos visuomenei. Vis d\u0117lto jos susiduria su keliomis problemomis, d\u0117l kuri\u0173 jos tampa ma\u017eiau veiksmingos ar net duoda prie\u0161ing\u0105 rezultat\u0105.<\/p>\r\n\r\n\r\n\r\n

Nors i\u0161 principo jos yra puikios, daugelis antimonopolini\u0173 byl\u0173 turi nedidel\u012f poveik\u012f. Pavyzd\u017eiui, FTC neskiria joki\u0173 sankcij\u0173, tod\u0117l technologij\u0173 bendrov\u0117s gal\u0117jo j\u0105 apeiti be joki\u0173 kli\u016b\u010di\u0173. Pana\u0161iai, kadangi galiojantys \u012fstatymai yra gana seni, JAV bendrov\u0117s neatitinka tiksli\u0173 precedent\u0173 nustatyt\u0173 apibr\u0117\u017e\u010di\u0173. Pavyzd\u017eiui, \"Facebook\" teigia, kad n\u0117ra monopolija, nes esama ir kit\u0173 platform\u0173, neatsi\u017evelgdama \u012f savo did\u017eiul\u0119 apr\u0117pt\u012f ir geb\u0117jim\u0105 diktuoti skaitmeninis<\/a> reklamos tendencijas ir informacij\u0105.<\/p>\r\n\r\n\r\n\r\n

Ta\u010diau antimonopolini\u0173 priemoni\u0173 taikymas praeityje taip pat buvo labai naudingas. . \"Standard Oil\" \u017elugimas XX a. 10-ajame de\u0161imtmetyje.<\/a> JAV vyriausyb\u0117 yra puikus pavyzdys. Rezultatas - s\u0105\u017einingesn\u0117 konkurencija ir s\u0105\u017einingesnis i\u0161tekli\u0173 paskirstymas. JAV vyriausyb\u0117 taip pat \u012fved\u0117 \u0160ermano \u012fstatymas prie\u0161 \"Microsoft<\/a>, taip sudarydami s\u0105lygas daug didesnei konkurencijai technologij\u0173 srityje.<\/p>\r\n\r\n\r\n\r\n

Nors antimonopoliniai \u012fstatymai praeityje buvo naudingi, kartais jie tur\u0117jo ir ne itin pageidaujam\u0105 poveik\u012f. Pavyzd\u017eiui, ar \u0160ermano antimonopolinis \u012fstatymas, \u017evelgiant i\u0161 laiko perspektyvos, visada s\u0117kmingai \u012fgyvendino savo tikslus? I\u0161 tikr\u0173j\u0173 kartais jis tur\u0117jo prie\u0161ing\u0105 poveik\u012f, nes taip pat tapo priemone profs\u0105jungoms u\u017egniau\u017eti.<\/p>\r\n\r\n\r\n\r\n

K\u0105 antimonopoliniai \u012fstatymai rei\u0161kia \u012fmon\u0117ms?<\/h2>\r\n\r\n\r\n
\r\n
\"\"<\/figure>\r\n<\/div>\r\n\r\n\r\n

\u0160ie \u012fstatymai gali pakeisti \u012fmoni\u0173 veiklos b\u016bdus. Elektronin\u0117s prekybos rinkodara ir valdymas<\/a>. Kaip min\u0117ta anks\u010diau, \"Amazon\" yra pagrindinis vis\u0173 r\u016b\u0161i\u0173 \u012fmoni\u0173 \u0161altinis.<\/p>\r\n\r\n\r\n\r\n

Priklausomai nuo \"Amazon\" taikom\u0173 taisykli\u0173 pob\u016bd\u017eio, gali tekti keisti \u012fmoni\u0173 \u012fgyvendinamas skaitmenin\u0117s rinkodaros strategijas. Dabartin\u0117 platformos sistema suteikia \"Amazon\" konkurencin\u012f prana\u0161um\u0105 elektronin\u0117s prekybos rinkodaros ir pardavim\u0173 srityje, nes savo produktus i\u0161kelia \u012f pirm\u0105 viet\u0105, o konkurentams skiriam\u0105 viet\u0105 pirkimo lange suma\u017eina (tai turi didel\u0117s \u012ftakos matomumui).<\/p>\r\n\r\n\r\n\r\n

Poveikis labai priklausys nuo to, koki\u0173 antimonopolini\u0173 veiksm\u0173 bus imtasi. Jei JAV vyriausyb\u0117 suskaidys \"Alphabet\" arba \"Apple\", program\u0117li\u0173 parduotuv\u0117s gali pakeisti savo politika<\/a> reik\u0161mingais b\u016bdais. Jei jos nustato taisykles konkurencijai skatinti, pakeitimai gali b\u016bti palyginti nedideli (s\u0105sajos pakeitimai, kad b\u016bt\u0173 rodomas platesnis produkt\u0173 asortimentas, algoritmo patobulinimai, kad b\u016bt\u0173 suma\u017eintas favoritizmas), kainodara<\/a> poky\u010diai ir t. t.).<\/p>\r\n\r\n\r\n\r\n

\"Apple\" operacij\u0173 skaidymas gali b\u016bti pra\u017e\u016btingas \"Apple\" konkurenciniam prana\u0161umui. Galb\u016bt tai reik\u0161t\u0173, kad ji tur\u0117s pakeisti savo mok\u0117jimo schem\u0105, suteikdama s\u0105\u017eining\u0105 viet\u0105 kitoms bendrov\u0117ms. Kalbant apie aparatin\u0119 \u012frang\u0105, Europos Komisija taip pat pateik\u0117 planus neleisti \"Apple\" keisti savo \u012fkrovimo prievad\u0173 ir apriboti bendrov\u0119 universaliu standartu. D\u0117l to j\u0173 pa\u010di\u0173 \u012fkrovikli\u0173 pardavimai gali smarkiai suma\u017e\u0117ti.<\/p>\r\n\r\n\r\n\r\n

Poveikis e. prekybos platformos naudotojams<\/h3>\r\n\r\n\r\n\r\n

Kalbant apie skaitmenin\u0119 rinkodar\u0105, kai kurie \u012fstatymai, ribojantys monopolin\u0119 gali\u0105, gali pakeisti pad\u0117t\u012f \"Amazon\". Tai gali reik\u0161ti ma\u017eesn\u0119 konkurencij\u0105 su \"Amazon\" produktai<\/a> ir draudimas platformai naudoti vie\u0161ai neatskleistus duomenis savo veiklai stiprinti. \u012estatymai taip pat gali neleisti platformoms keisti kain\u0173 susitarim\u0173 su pardav\u0117jais. \u0160iuo metu tokie susitarimai \"Amazon\" neleid\u017eia pardav\u0117jams nustatyti ma\u017eesni\u0173 kain\u0173 kitose platformose.<\/p>\r\n\r\n\r\n\r\n

Pana\u0161iai ir dabartinis \"Amazon\" veiklos b\u016bdas ver\u010dia vartotojus pirkti papildomas paslaugas, kurios didina kainas. Tai suteikia prana\u0161um\u0105 \"Amazon\" produktams (produktams, kurie da\u017enai kopijuojami i\u0161 konkurent\u0173). Teis\u0117s aktais gali b\u016bti siekiama apriboti \u0161i\u0105 platformos savyb\u0119, kad b\u016bt\u0173 skatinama konkurencingesn\u0117 atmosfera.<\/p>\r\n\r\n\r\n\r\n

Antimonopoliniai \u012fstatymai taip pat gali tur\u0117ti \u012ftakos duomen\u0173 rinkimui e. prekybos ir socialin\u0117s \u017einiasklaidos platformose. Duomen\u0173 rinkimo \u012fstatymai gali tur\u0117ti \u012ftakos borto rinkodaros funkcij\u0173 (pvz., analiz\u0117s) kokybei. \"Amazon\" jau nori dalytis duomenimis<\/a> tik tam, kad b\u016bt\u0173 i\u0161vengta galimyb\u0117s priimti \u0161iuos \u012fstatymus.<\/p>\r\n\r\n\r\n\r\n

Apskritai antimonopolin\u0117s priemon\u0117s yra b\u016btinos, nes internetas tampa vis labiau kartelinis. Ma\u017eesn\u0117s \u012fmon\u0117s turi nema\u017eai mok\u0117ti technologij\u0173 mil\u017ein\u0117ms, kad gal\u0117t\u0173 veiksmingai veikti j\u0173 platformose. Ta\u010diau, kaip matyti i\u0161 \u0161io straipsnio, antimonopoliniai \u012fstatymai taip pat gali tur\u0117ti sp\u0105st\u0173 ir tur\u0117t\u0173 b\u016bti konstruojami atsargiai.<\/p>","protected":false},"excerpt":{"rendered":"

Tech giants like Apple, Amazon, and Google have been enjoying monopoly power in many different ways. However, this has often come at the expense of both consumers and small businesses, leading to a clamour for legislation. With the possibility of antitrust laws on the way in the US, it may be worth examining how these […]<\/p>\n","protected":false},"author":1,"featured_media":12874,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wl_entities_gutenberg":"","footnotes":""},"categories":[13,19,14],"tags":[262,263,264],"wl_entity_type":[47,54,51],"class_list":["post-8965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-online-marketing-en","category-online-store","category-trends","tag-antitrust-laws","tag-media","tag-monopolies","wl_entity_type-article","wl_entity_type-faq-page","wl_entity_type-news-article"],"acf":[],"yoast_head":"\nHow Antitrust Laws Affect eCommerce & Marketing - Promoguy Digital Marketing Agency<\/title>\n<meta name=\"description\" content=\"With a new spate of antitrust laws on the way in the US, let's examine how such legislation affects both eCommerce and Digital Marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promoguy.nl\/lt\/blog\/2022\/06\/21\/how-antitrust-laws-affect-ecommerce-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"lt_LT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Antitrust Laws Affect eCommerce & Marketing\" \/>\n<meta property=\"og:description\" content=\"With a new spate of antitrust laws on the way in the US, let's examine how such legislation affects both eCommerce and Digital Marketing.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/promoguy.nl\/lt\/blog\/2022\/06\/21\/how-antitrust-laws-affect-ecommerce-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Promoguy Digital Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2022-06-21T11:35:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-05T14:32:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/promoguy.nl\/wp-content\/uploads\/2022\/06\/2023-09_PROMOGUY_Antitrust-Laws.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"475\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"promoguynl\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"promoguynl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minut\u0117s\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2022\\\/06\\\/21\\\/how-antitrust-laws-affect-ecommerce-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2022\\\/06\\\/21\\\/how-antitrust-laws-affect-ecommerce-marketing\\\/\"},\"author\":{\"name\":\"promoguynl\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/#\\\/schema\\\/person\\\/f1e99bd6c6305ded79f1214882575dc7\"},\"headline\":\"How Antitrust Laws Affect eCommerce & Marketing\",\"datePublished\":\"2022-06-21T11:35:19+00:00\",\"dateModified\":\"2025-04-05T14:32:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2022\\\/06\\\/21\\\/how-antitrust-laws-affect-ecommerce-marketing\\\/\"},\"wordCount\":1189,\"publisher\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/pt\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2022\\\/06\\\/21\\\/how-antitrust-laws-affect-ecommerce-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/promoguy.nl\\\/wp-content\\\/uploads\\\/2022\\\/06\\\/2023-09_PROMOGUY_Antitrust-Laws.png\",\"keywords\":[\"antitrust laws\",\"media\",\"Monopolies\"],\"articleSection\":[\"Online Marketing\",\"Online Store\",\"Trends\"],\"inLanguage\":\"lt-LT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2022\\\/06\\\/21\\\/how-antitrust-laws-affect-ecommerce-marketing\\\/\",\"url\":\"https:\\\/\\\/promoguy.nl\\\/blog\\\/2022\\\/06\\\/21\\\/how-antitrust-laws-affect-ecommerce-marketing\\\/\",\"name\":\"How Antitrust Laws Affect eCommerce & Marketing - 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