{"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\/pt\/blog\/2022\/06\/21\/how-antitrust-laws-affect-ecommerce-marketing\/","title":{"rendered":"Como as leis antitrust afectam o com\u00e9rcio eletr\u00f3nico e o marketing"},"content":{"rendered":"

Os gigantes da tecnologia, como a Apple, a Amazon e a Google, t\u00eam usufru\u00eddo do poder de monop\u00f3lio de muitas formas diferentes. No entanto, este facto tem sido frequentemente dos consumidores e das pequenas empresas, o que levou a um clamor<\/em> para a legisla\u00e7\u00e3o. Com a possibilidade de leis antitrust a caminho nos EUA, pode valer a pena examinar a forma como estas leis podem afetar o com\u00e9rcio eletr\u00f3nico e marketing<\/a>.<\/p>\r\n\r\n\r\n\r\n

O que s\u00e3o as leis antitrust<\/h2>\r\n\r\n\r\n\r\n

Antitrust<\/a> \u00e9 a legisla\u00e7\u00e3o aprovada com o objetivo declarado de regular as pr\u00e1ticas comerciais para garantir uma concorr\u00eancia leal. Actuam como forma de melhorar a concorr\u00eancia no mercado e impedir a monopoliza\u00e7\u00e3o.<\/p>\r\n\r\n\r\n\r\n

O que s\u00e3o ent\u00e3o os monop\u00f3lios e os trusts? As entidades empresariais que exibem um poder exorbitante e reprimem qualquer concorr\u00eancia tornam-se monop\u00f3lios. Um monop\u00f3lio tem de deter a maioria da quota de mercado e ser capaz de ditar as for\u00e7as de mercado para ser considerado como tal. Os monop\u00f3lios ilegais s\u00e3o formados quando o monop\u00f3lio n\u00e3o fornece necessariamente um produto melhor, mas sim um estrangulamento da concorr\u00eancia.<\/p>\r\n\r\n\r\n\r\n

Do mesmo modo, um trust \u00e9 um conjunto de empresas ou agentes econ\u00f3micos que cartelizam o mercado e ditam a oferta e os pre\u00e7os. Estas entidades podem exercer um controlo conjunto sobre o mercado, provocando um estrangulamento desleal do mesmo.<\/p>\r\n\r\n\r\n\r\n

Um monop\u00f3lio pode obter lucros positivos porque pode estrangular o mercado e criar barreiras \u00e0 entrada. Embora a concorr\u00eancia perfeita n\u00e3o seja poss\u00edvel, \u00e9 necess\u00e1rio um certo grau de escolha para proporcionar melhores op\u00e7\u00f5es aos consumidores. O principal objetivo da legisla\u00e7\u00e3o antitrust consiste em impedir esta acumula\u00e7\u00e3o de recursos inerente aos monop\u00f3lios.<\/p>\r\n\r\n\r\n\r\n

Existem v\u00e1rios tipos de leis antitrust. Algumas leis antitrust, como a Lei Sherman, impedem contratos, combina\u00e7\u00f5es e conspira\u00e7\u00f5es que restringem injustificadamente o com\u00e9rcio interestadual e estrangeiro. Por outro lado, a Lei Clayton Antitrust visa as fus\u00f5es ou aquisi\u00e7\u00f5es suscept\u00edveis de diminuir a concorr\u00eancia. Outra lei, a Lei FTC, pro\u00edbe m\u00e9todos de concorr\u00eancia desleal no com\u00e9rcio interestadual.<\/p>\r\n\r\n\r\n\r\n

Futura legisla\u00e7\u00e3o dos EUA e seus impactos desejados<\/h2>\r\n\r\n\r\n
\r\n
\"Leis<\/figure>\r\n<\/div>\r\n\r\n\r\n

Recentemente, os Estados Unidos anunciaram a aplica\u00e7\u00e3o de certas medidas antitrust contra os gigantes tecnol\u00f3gicos americanos. A Amazon tem sido alvo de cr\u00edticas devido aos efeitos nocivos que tem tido no sector do com\u00e9rcio retalhista. Embora a Amazon afirme que det\u00e9m 5% de todas as vendas a retalho nos Estados Unidos, um estudo de investiga\u00e7\u00e3o da eMarketer revela que 40% de todas as vendas a retalho em linha prov\u00eam da plataforma.<\/p>\r\n\r\n\r\n\r\n

Os objectivos antitrust de Biden podem tamb\u00e9m visar as infra-estruturas de recolha de dados da Amazon e da Google. Muitos Estados t\u00eam vindo a orientar a recolha de dados<\/a> por v\u00e1rias raz\u00f5es. Esta situa\u00e7\u00e3o poder\u00e1 ter graves repercuss\u00f5es nos sectores do marketing digital e do com\u00e9rcio eletr\u00f3nico, nomeadamente no que se refere aos algoritmos de recomenda\u00e7\u00e3o de s\u00edtios como o Google e a Amazon.<\/p>\r\n\r\n\r\n\r\n

A UE tamb\u00e9m tomou medidas contra monop\u00f3lios tecnol\u00f3gicos e pr\u00e1ticas desleais<\/a>. No que diz respeito a empresas como a Apple, as leis antitrust podem afetar a forma como vendem, compram e organizam as aplica\u00e7\u00f5es nas respectivas lojas. Atualmente, a Apple cobra taxas relacionadas com qualquer compra, o que faz com que as empresas aumentem os pre\u00e7os ou assumam os custos. Consequentemente, empresas como a Netflix solicitam aos utilizadores que comprem as suas aplica\u00e7\u00f5es noutro local para evitar as taxas.<\/p>\r\n\r\n\r\n\r\n

Outra \u00e1rea que a legisla\u00e7\u00e3o antitrust est\u00e1 a visar s\u00e3o as normas de hardware. A Apple, por exemplo, det\u00e9m o monop\u00f3lio do seu hardware auxiliar, como carregadores e cabos. A legisla\u00e7\u00e3o pode obrigar as empresas a respeitar normas universais para evitar este tipo de monopoliza\u00e7\u00e3o.<\/p>\r\n\r\n\r\n\r\n

A aplica\u00e7\u00e3o das actuais leis antitrust dos EUA<\/h2>\r\n\r\n\r\n\r\n

As medidas anti-monopoliza\u00e7\u00e3o constituem um benef\u00edcio l\u00edquido inequ\u00edvoco para a sociedade. No entanto, deparam-se com v\u00e1rios problemas que as tornam menos eficazes ou mesmo contraproducentes.<\/p>\r\n\r\n\r\n\r\n

Apesar de serem \u00f3ptimos em princ\u00edpio, muitos dos processos antitrust t\u00eam pouco impacto. A FTC, por exemplo, n\u00e3o prev\u00ea san\u00e7\u00f5es e as empresas tecnol\u00f3gicas t\u00eam conseguido contorn\u00e1-la sem problemas. Da mesma forma, uma vez que as leis em vigor s\u00e3o bastante antigas, as empresas nos EUA n\u00e3o se enquadram nas defini\u00e7\u00f5es exactas estabelecidas pelos precedentes. O Facebook, por exemplo, argumenta que n\u00e3o \u00e9 um monop\u00f3lio porque existem outras plataformas, ignorando o seu imenso alcance e capacidade de ditar digital<\/a> tend\u00eancias e informa\u00e7\u00f5es publicit\u00e1rias.<\/p>\r\n\r\n\r\n\r\n

No entanto, a aplica\u00e7\u00e3o de medidas antitrust tamb\u00e9m foi extremamente ben\u00e9fica no passado. As desmantelamento da Standard Oil na d\u00e9cada de 1910<\/a> pelo governo dos EUA \u00e9 um \u00f3timo exemplo. O resultado foi uma concorr\u00eancia e uma distribui\u00e7\u00e3o de recursos mais justas. O governo dos Estados Unidos tamb\u00e9m cobrou o Sherman Act contra a Microsoft<\/a>, abrindo caminho para uma maior concorr\u00eancia no sector da tecnologia no passado.<\/p>\r\n\r\n\r\n\r\n

Embora as leis antitrust tenham sido \u00fateis no passado, tamb\u00e9m tiveram por vezes efeitos menos desej\u00e1veis. Por exemplo: em retrospetiva, a lei antitrust Sherman foi sempre bem sucedida nos seus objectivos declarados? N\u00e3o. De facto, teve por vezes o efeito contr\u00e1rio, uma vez que se tornou tamb\u00e9m um meio de reprimir os sindicatos.<\/p>\r\n\r\n\r\n\r\n

O que significam as leis antitrust para as empresas?<\/h2>\r\n\r\n\r\n
\r\n
\"\"<\/figure>\r\n<\/div>\r\n\r\n\r\n

Estas leis podem alterar a forma como as empresas se envolvem em Marketing e gest\u00e3o do com\u00e9rcio eletr\u00f3nico<\/a>. Como j\u00e1 foi referido, a Amazon \u00e9 uma fonte importante para todo o tipo de empresas.<\/p>\r\n\r\n\r\n\r\n

Dependendo do tipo de regulamenta\u00e7\u00e3o aplicada \u00e0 Amazon, as estrat\u00e9gias de marketing digital que as empresas implementam podem ter de ser alteradas. O sistema atual da plataforma d\u00e1 \u00e0 Amazon uma vantagem competitiva para o marketing e as vendas do com\u00e9rcio eletr\u00f3nico, colocando os seus pr\u00f3prios produtos no centro das aten\u00e7\u00f5es e diminuindo o espa\u00e7o para os concorrentes na caixa de compras (o que tem um impacto significativo na visibilidade).<\/p>\r\n\r\n\r\n\r\n

O efeito depender\u00e1 em grande medida do tipo de a\u00e7\u00e3o antitrust que for tomada. Se o governo dos Estados Unidos dividir a Alphabet ou a Apple, as lojas de aplica\u00e7\u00f5es poder\u00e3o mudar as suas pol\u00edticas<\/a> de forma significativa. Se impuserem regras para promover a concorr\u00eancia, as altera\u00e7\u00f5es podem ser relativamente pequenas (altera\u00e7\u00f5es na interface para apresentar uma gama mais vasta de produtos, ajustamentos no algoritmo para reduzir o favoritismo), fixa\u00e7\u00e3o de pre\u00e7os<\/a> altera\u00e7\u00f5es, etc.).<\/p>\r\n\r\n\r\n\r\n

O desmembramento das opera\u00e7\u00f5es da Apple pode ser devastador para a vantagem competitiva da Apple. Significaria talvez que a empresa teria de alterar o seu sistema de pagamento, dando a outras empresas um lugar justo. No que diz respeito ao hardware, a Comiss\u00e3o Europeia tamb\u00e9m apresentou planos para impedir a Apple de alterar as suas portas de carregamento e confinar a empresa a uma norma universal. Isto poderia fazer com que as vendas do seu pr\u00f3prio carregador ca\u00edssem drasticamente.<\/p>\r\n\r\n\r\n\r\n

Impacto nos utilizadores da plataforma de com\u00e9rcio eletr\u00f3nico<\/h3>\r\n\r\n\r\n\r\n

Em termos de marketing digital, algumas das leis que restringem o poder de monop\u00f3lio podem mudar as coisas na Amazon. Poder\u00e1 significar menos concorr\u00eancia com Produtos da pr\u00f3pria Amazon<\/a> e a proibi\u00e7\u00e3o de a plataforma utilizar dados privilegiados para refor\u00e7ar as suas opera\u00e7\u00f5es. A legisla\u00e7\u00e3o pode tamb\u00e9m impedir as plataformas de alterar os acordos de pre\u00e7os com os vendedores. Atualmente, esses acordos na Amazon impedem os vendedores de fixar pre\u00e7os mais baixos noutras plataformas.<\/p>\r\n\r\n\r\n\r\n

Do mesmo modo, o atual modo de funcionamento da Amazon obriga os utilizadores a comprarem servi\u00e7os adicionais que inflacionam os pre\u00e7os. Isto d\u00e1 uma vantagem aos produtos da pr\u00f3pria Amazon (produtos que s\u00e3o frequentemente copiados da concorr\u00eancia). A legisla\u00e7\u00e3o pode estar a tentar reduzir esta carater\u00edstica da plataforma para promover uma atmosfera mais competitiva.<\/p>\r\n\r\n\r\n\r\n

As leis antitrust tamb\u00e9m podem ter implica\u00e7\u00f5es para a recolha de dados nas plataformas de com\u00e9rcio eletr\u00f3nico e redes sociais. As leis de recolha de dados podem afetar a qualidade das funcionalidades de marketing a bordo (como a an\u00e1lise). A Amazon j\u00e1 est\u00e1 a tentar partilhar dados<\/a> apenas para evitar a perspetiva de aprova\u00e7\u00e3o destas leis.<\/p>\r\n\r\n\r\n\r\n

De um modo geral, o antitrust \u00e9 necess\u00e1rio, uma vez que a Internet est\u00e1 a tornar-se cada vez mais cartelizada. As empresas mais pequenas t\u00eam de pagar bastante aos gigantes da tecnologia para operarem eficientemente nas suas plataformas. No entanto, como mostra este artigo, as leis antitrust tamb\u00e9m podem ter armadilhas e devem ser elaboradas com cuidado.<\/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\/pt\/blog\/2022\/06\/21\/how-antitrust-laws-affect-ecommerce-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\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\/pt\/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=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"promoguynl\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutos\" \/>\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\":\"pt-PT\"},{\"@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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