Competition Law And Self-Executing Loyalty Ecosystems And Competition Law .
Competition Law and Self-Executing Contract Monopolization Risks
1. Introduction
A self-executing contract is an agreement whose performance is automatically carried out by software once predetermined conditions are satisfied. Smart contracts deployed on blockchain are the most prominent example: payment, access, pricing, penalties, termination, or exclusion can occur automatically without a new human decision.
The OECD describes smart contracts as code-based rules that can automatically execute predefined contractual terms. Their ability to reduce transaction costs can promote competition, but the same features can also facilitate coordination, monitoring, exclusion and automated enforcement of anticompetitive arrangements.
The central competition-law question is therefore:
Can a firm use an apparently neutral, self-executing contract to lock customers or suppliers into an ecosystem, exclude rivals, coordinate prices, or preserve monopoly power automatically?
The answer depends not on the fact that the arrangement is encoded in software, but on market power, contractual purpose, effects, foreclosure, coordination, and the applicable competition-law rules.
There is not yet a large body of reported judicial decisions specifically holding that a blockchain smart contract itself constitutes monopolization. Consequently, established cases concerning automated pricing, contractual exclusion, tying, platform restrictions, refusal to deal, and monopoly maintenance are particularly useful analogies.
2. Meaning of Self-Executing Contracts
A conventional contract normally operates through:
- formation;
- performance;
- monitoring;
- breach;
- notice;
- enforcement or renegotiation.
A self-executing contract can compress these stages into software.
Example
Suppose a dominant digital marketplace requires sellers to sign a smart contract containing:
- automatic price-parity provisions;
- automatic penalties for selling elsewhere;
- automatic suspension for using competing platforms;
- automatic commission deductions;
- automatic denial of API access after a breach.
The platform may argue:
"The computer merely executes what the parties agreed."
Competition law may instead ask:
- Did the dominant firm impose the terms?
- Was there meaningful alternative access?
- Do the terms foreclose rival platforms?
- Do automatic penalties make switching prohibitively expensive?
- Does the mechanism facilitate price coordination?
- Does the contract reinforce an existing dominant position?
- Can competitors realistically enter or expand?
Thus, automation does not immunize an agreement from competition law.
3. Relationship Between Contract Law and Competition Law
A contract can be perfectly valid under ordinary contract law and nevertheless create competition-law problems.
The distinction is important:
| Contract-law question | Competition-law question |
|---|---|
| Was there consent? | Was competition restricted? |
| Is the agreement enforceable? | Does it foreclose rivals? |
| Was consideration given? | Does it facilitate market power? |
| Can the software execute the agreement? | Does execution produce anticompetitive effects? |
| Can a party terminate? | Does termination reinforce exclusion? |
| Is breach automatically penalised? | Does the penalty raise switching barriers? |
Accordingly, the phrase "the customer voluntarily entered the smart contract" is not necessarily sufficient.
4. Main Competition Risks
A. Automated Exclusive Dealing
A dominant platform could require suppliers to enter a smart contract providing that:
If the supplier sells through a competing platform, the smart contract automatically increases the commission or terminates access.
This can operate as a form of exclusive dealing.
The competition concern becomes particularly serious where:
- the platform controls an important distribution channel;
- suppliers need access to the platform;
- switching costs are high;
- the contract covers a large proportion of demand;
- competing platforms cannot obtain sufficient scale.
The automatic nature of the penalty may actually strengthen foreclosure because there is no need for continuous managerial enforcement.
5. Automatic Price-Parity Clauses
A self-executing contract could contain:
"The seller shall not offer a lower price on another platform."
Software could continuously monitor prices and automatically impose consequences.
Such provisions can create most-favoured-nation (MFN) / price-parity concerns.
Possible effects include:
- reducing price competition between platforms;
- preventing discounting;
- facilitating monitoring;
- increasing transparency;
- making deviations immediately observable;
- stabilising supra-competitive prices.
The danger is greater when several competitors use comparable automated systems.
6. Algorithmic or Blockchain Cartels
Smart contracts can potentially transform a traditional cartel into automated coordination.
For example:
- Competitors agree to maintain a minimum price.
- The agreed price is encoded into software.
- The blockchain records transactions.
- The software detects deviations.
- Deviating participants automatically suffer a financial penalty.
- Prices remain aligned without continuous communication.
The OECD has specifically identified the possibility that smart contracts can make deviations from collusive arrangements easier to monitor and can reinforce coordination.
The important legal principle is that automation does not eliminate the underlying agreement.
7. Automatic Punishment of Competitors
A sophisticated smart contract could contain exclusionary mechanisms such as:
- automatic denial of interoperability;
- automatic termination of supply;
- automatic withdrawal of discounts;
- automatic API suspension;
- automatic destruction or freezing of deposits;
- automatic reduction of network privileges.
Where the firm possesses substantial market power, such mechanisms can potentially contribute to monopolization or abuse of dominance.
The crucial distinction is between:
Legitimate automation
"Payment will automatically be released when delivery is verified."
and
Potentially exclusionary automation
"If the supplier also supplies a competing platform, access to the dominant platform is automatically terminated."
The second mechanism has an obvious competitive dimension.
8. Lock-In and Switching Costs
Self-executing contracts may increase switching costs.
A customer may have:
- deposited collateral;
- committed future purchases;
- accumulated digital assets;
- linked APIs;
- integrated software;
- embedded data;
- automated payment arrangements.
If terminating the relationship triggers automatic financial penalties, switching may become economically difficult.
This is especially significant in markets characterized by network effects and ecosystem dependence.
The European Commission's current digital-market work illustrates the broader concern: large digital ecosystems can benefit from entrenched user bases, switching costs and ecosystem effects.
9. Tying and Bundling
A dominant firm may use a self-executing contract to link products.
For example:
Access to Product A automatically requires continued use of Product B.
Possible examples include:
- cloud service + identity service;
- payment processing + marketplace;
- operating system + application store;
- blockchain infrastructure + wallet;
- EV charging network + proprietary payment system.
The software may automatically prevent the customer from separating the products.
This can create technological tying, particularly where competitors cannot reproduce the same functionality.
10. Interoperability and Access
One of the most important issues concerns interoperability.
Suppose a dominant platform uses a smart contract that automatically refuses:
- API access;
- data portability;
- interoperability;
- cross-platform transactions;
- authentication;
- network participation.
The system may technically operate according to predetermined rules, but competition authorities can still investigate whether those rules exclude rivals.
Current EU digital regulation provides a useful modern context. In 2026, the European Commission has pursued measures concerning interoperability with Android and access to Google Search data, demonstrating the continuing importance of interoperability and access in digital competition regulation.
11. Six Important Case Laws
1. United States v. Microsoft Corp.
253 F.3d 34 (D.C. Cir. 2001)
Facts
Microsoft possessed a dominant position in PC operating systems and engaged in conduct concerning web browsers and rival technologies.
Principle
The case established important principles concerning:
- monopoly maintenance;
- exclusionary conduct;
- technological integration;
- barriers to entry;
- effects on competing technologies.
Relevance to self-executing contracts
A dominant platform cannot necessarily avoid antitrust scrutiny simply by embedding exclusionary conduct into technical architecture.
A smart contract that automatically:
- prevents rival access,
- locks users into a platform,
- disables competing functionality,
could raise analogous concerns.
Key lesson
Technical implementation can constitute the mechanism of exclusion; the fact that exclusion occurs through software does not make it competitively neutral.
2. Aspen Skiing Co. v. Aspen Highlands Skiing Corp.
472 U.S. 585 (1985)
Principle
The U.S. Supreme Court examined exclusionary conduct involving a refusal to continue a previous course of cooperation.
The case is particularly important for understanding the circumstances in which a monopolist's refusal to deal can become anticompetitive.
Relevance
Imagine a dominant platform historically allowing interoperability and then deploying a smart contract that automatically terminates interoperability with a rival.
The question would not merely be:
"Did the code execute correctly?"
It would be:
"Did the dominant firm deliberately change access conditions in a manner that excludes competition?"
Key lesson
Automated termination cannot automatically transform potentially exclusionary conduct into legitimate conduct.
12. Verizon Communications Inc. v. Trinko
540 U.S. 398 (2004)
Principle
Trinko placed significant limits on the circumstances in which competition law requires a dominant firm to assist competitors.
The Supreme Court emphasized the general principle that antitrust law ordinarily does not impose a broad duty to deal.
Relevance
This becomes important for blockchain and digital ecosystems.
Suppose a dominant infrastructure provider operates a self-executing access system that refuses competing applications.
The analysis must distinguish:
- legitimate independent refusal to deal;
from - conduct that falls within a recognized antitrust theory of exclusion.
Key lesson
A smart contract's refusal mechanism does not itself establish an antitrust violation; the legal basis for requiring access must first be established.
13. Ohio v. American Express Co.
585 U.S. 529 (2018)
Principle
The Supreme Court examined contractual provisions restricting merchants from steering customers toward alternative payment methods.
The case is highly relevant to platform contracts and contractual restrictions on multi-homing.
Relevance to self-executing contracts
A payment platform could encode an anti-steering provision into a smart contract:
If the merchant directs a customer toward a competing payment provider, the contract automatically imposes a penalty.
The technological form does not eliminate the competition analysis.
The important questions include:
- What is the relevant market?
- Are there two-sided effects?
- Does the provision restrict competition between payment systems?
- Does the arrangement produce demonstrable anticompetitive effects?
Key lesson
Contractual restrictions inside a platform ecosystem can have competition consequences even where the contractual mechanism is technologically sophisticated.
14. Apple Inc. v. Pepper
587 U.S. 273 (2019)
Principle
The Supreme Court allowed consumers to pursue antitrust claims against Apple concerning its App Store distribution model.
The case is significant because it illustrates the competition importance of platform architecture, distribution and intermediary power.
Relevance
Imagine an app-store smart contract that automatically:
- requires use of the platform's payment mechanism;
- blocks external payment;
- deducts a commission;
- disables an application for non-compliance.
The self-executing mechanism could reinforce platform control over developers and consumers.
Key lesson
The contractual and technological architecture of a platform can be relevant to the assessment of market power and competitive harm.
15. United States v. Topkins
United States v. Topkins, No. 3:15-cr-00227 (N.D. Cal. 2015)
Facts
The case involved an online seller who participated in an agreement to fix prices using algorithms.
Importance
It is one of the most useful examples for understanding the relationship between:
- algorithms;
- explicit agreements;
- automated pricing;
- cartel conduct.
Relevance to smart contracts
Consider two competitors who agree:
"Our smart contracts will maintain the same minimum price."
The fact that the prices are subsequently produced automatically does not necessarily eliminate the original agreement.
The important legal distinction is:
Human agreement + automated implementation ≠ absence of cartel conduct.
Key lesson
An algorithm can be the instrument through which an anticompetitive agreement is implemented.
16. Eturas UAB v. Lietuvos Respublikos konkurencijos taryba
C-74/14, Court of Justice of the European Union (2016)
Facts
Eturas operated a common online travel-booking system. A system message communicated a limitation concerning discounts available to participating travel agencies.
Principle
The CJEU considered whether participants could be responsible for concerted practices where an electronic system facilitated the implementation of a common restriction.
Relevance
This is particularly valuable for self-executing systems because the competitive restriction can be embedded in a common technological environment rather than negotiated through traditional face-to-face meetings.
Smart-contract analogy
Imagine:
- competing firms participate in a common blockchain;
- a common smart contract imposes a maximum discount;
- the system automatically prevents discounts beyond that level.
The legal analysis should focus on:
- communication;
- knowledge;
- participation;
- implementation;
- competitive restriction.
Key lesson
Electronic implementation does not necessarily break the chain between coordination and anticompetitive conduct.
17. Comparative Case-Law Table
| Case | Main issue | Relevance to self-executing contracts |
|---|---|---|
| United States v. Microsoft | Monopoly maintenance and technological exclusion | Code can be an instrument of exclusion |
| Aspen Skiing v. Aspen Highlands | Refusal to deal | Automated termination may raise exclusion concerns |
| Trinko | Limits of duty to deal | Not every automated refusal is unlawful |
| Ohio v. American Express | Platform contractual restrictions | Smart-contract restrictions can affect platform competition |
| Apple v. Pepper | App-store platform power | Contractual architecture can affect distribution competition |
| United States v. Topkins | Algorithmic price fixing | Automation does not eliminate cartel liability |
| Eturas v. Lithuanian Competition Authority | Electronic coordination | Digital systems can facilitate concerted practices |
18. Monopolization Theory
In jurisdictions applying a monopolization framework similar to U.S. antitrust law, three questions become important.
A. Market power
The firm must possess substantial power in a relevant market.
Relevant considerations include:
- market share;
- entry barriers;
- network effects;
- switching costs;
- data advantages;
- ecosystem dependence;
- control over essential infrastructure.
B. Exclusionary conduct
The self-executing contract must do more than simply make the firm successful.
Potentially relevant conduct includes:
- exclusive dealing;
- tying;
- discriminatory access;
- predatory arrangements;
- refusal to interoperate;
- foreclosure;
- contractual restrictions;
- exclusionary rebates;
- automatic penalties for dealing with rivals.
C. Competitive effect
Authorities may investigate whether the mechanism:
- raises rivals' costs;
- prevents entry;
- reduces output;
- increases prices;
- decreases innovation;
- limits consumer choice;
- reduces interoperability;
- entrenches market power.
19. Abuse of Dominance Perspective
Under EU-style competition law, Article 102 TFEU provides a particularly relevant framework.
A dominant enterprise may encounter competition concerns where self-executing contractual mechanisms produce:
- exclusionary effects;
- discriminatory conditions;
- tying;
- unfair contractual conditions;
- refusal of access;
- foreclosure of competing undertakings.
The EU's Digital Markets Act also provides ex ante obligations for designated gatekeepers, meaning that some platform conduct can be regulated without waiting for a conventional Article 102-style dominance case. The Commission has recently applied DMA obligations concerning self-preferencing and steering by Google.
20. Competition Risks Created Specifically by "Code"
20.1 Immutability
Once deployed, the code may be difficult to modify.
This can make an anticompetitive arrangement persistent.
20.2 Automatic enforcement
There may be no managerial discretion to relax exclusionary provisions.
20.3 Transparency
Blockchain transactions may allow competitors to observe conduct almost immediately.
This can facilitate:
- monitoring;
- retaliation;
- price alignment;
- detection of deviations.
20.4 Reduced communication costs
Competitors may coordinate through software rather than traditional communications.
20.5 Network effects
Once many users adopt the same smart-contract infrastructure, competing systems may struggle to obtain sufficient scale.
20.6 Switching costs
Automated termination fees or forfeiture mechanisms may make migration expensive.
20.7 Pseudonymity
Identifying the actual parties responsible for designing or operating the arrangement can sometimes be difficult.
21. Smart Contracts and Tacit Collusion
One particularly difficult issue is tacit coordination.
Suppose competing platforms independently program algorithms to maintain stable prices.
There may be:
- no written cartel agreement;
- no direct communication;
- no meeting;
- no traditional cartel document.
Nevertheless, algorithms may react predictably to each other's prices.
The competition-law question becomes whether the conduct constitutes:
- independent parallel conduct;
- conscious parallelism;
- facilitating practice;
- concerted practice;
- explicit agreement;
- algorithmic cartel.
The distinction is legally significant because competition systems do not universally treat mere parallel pricing as equivalent to an agreement.
22. Self-Executing Contracts as a Facilitating Device
A smart contract can serve three separate functions:
1. Coordination device
It establishes common terms.
2. Monitoring device
It observes compliance.
3. Enforcement device
It automatically punishes deviations.
That combination can be particularly powerful.
For example:
Agreement → Code → Monitoring → Automatic penalty → Continued coordination
This is potentially more durable than a conventional cartel arrangement.
23. Essential-Facility and Interoperability Risks
A dominant blockchain or digital infrastructure may become an important gateway.
Examples include:
- blockchain settlement infrastructure;
- cloud infrastructure;
- payment rails;
- identity systems;
- digital advertising exchanges;
- app stores;
- API gateways;
- EV charging networks.
If competitors depend upon the infrastructure, a self-executing access contract could become a mechanism for exclusion.
However, essential-facility doctrine is exceptional, and refusal-of-access cases require careful analysis rather than an assumption that every important infrastructure qualifies as an essential facility.
24. Vertical Foreclosure
A dominant manufacturer could impose a smart contract on distributors:
"If Distributor X sells a rival's product, the discount automatically disappears."
The contract may therefore create:
Manufacturer → Distributor → Automatic penalty → Rival foreclosure
Competition authorities may examine:
- duration;
- market coverage;
- distributor dependence;
- availability of alternatives;
- market share;
- entry barriers;
- actual foreclosure.
25. Killer and Roll-Up Strategies
Self-executing contracts may also interact with acquisitions.
Suppose a dominant platform acquires multiple competing blockchain applications and integrates them into one automated ecosystem.
The platform could then use contracts to:
- route transactions exclusively through its infrastructure;
- impose interoperability restrictions;
- bundle acquired services;
- prevent customers from switching.
The merger itself and subsequent conduct are separate competition-law questions.
26. Consumer Welfare and Innovation
Self-executing contracts are not inherently anticompetitive.
They can create substantial procompetitive benefits:
- lower transaction costs;
- faster settlement;
- reduced fraud;
- reduced enforcement costs;
- easier access for smaller firms;
- greater transparency;
- reduced counterparty risk.
The OECD similarly identifies potential competition-enhancing effects, including reduced transaction costs and easier participation by smaller firms.
Therefore, authorities should distinguish between:
automation that makes markets more efficient
and
automation that makes exclusion or coordination more effective.
27. Efficiency Defence
A firm may argue that a self-executing contract produces efficiencies because it:
- eliminates intermediaries;
- reduces transaction costs;
- reduces enforcement expenses;
- prevents fraud;
- ensures predictable performance;
- improves supply-chain efficiency.
These arguments can be relevant where the applicable competition regime permits an efficiency or consumer-benefit analysis.
But efficiency does not automatically justify a mechanism that unnecessarily excludes rivals.
A useful analytical question is:
Could substantially the same efficiency be achieved through a less restrictive contractual design?
28. Remedies
Competition authorities and courts may consider remedies such as:
Structural remedies
- divestiture;
- separation of platform businesses;
- removal of exclusive relationships.
Behavioural remedies
- interoperability;
- access obligations;
- removal of exclusivity;
- prohibition of discriminatory terms;
- prohibition of anti-steering restrictions.
Technical remedies
- modification of smart-contract code;
- disabling automatic penalties;
- introduction of human override mechanisms;
- permissionless interoperability;
- API access;
- data portability.
Compliance remedies
- algorithmic audits;
- monitoring of smart-contract deployments;
- competition compliance approval before code deployment;
- documentation of algorithmic changes.
29. Special Problem: "Code Is Law"
The proposition "code is law" cannot mean:
"Code overrides competition law."
A self-executing mechanism may make contractual performance technically automatic, but public competition rules can still apply to the underlying commercial conduct.
The European Commission's current work on automated contracting similarly recognizes that AI-enabled and smart-contract-based automated contracting raises questions concerning how existing legal frameworks apply to increasingly autonomous transactions.
Therefore:
Code determines how an arrangement executes.
Competition law determines whether the underlying conduct is permissible.
30. Compliance Framework for Businesses
Businesses deploying self-executing contracts should conduct a competition-law audit before deployment.
Step 1 — Identify market power
Determine:
- market share;
- competitors;
- entry barriers;
- switching costs;
- network effects.
Step 2 — Examine contractual restrictions
Look for:
- exclusivity;
- MFNs;
- non-compete provisions;
- tying;
- resale restrictions;
- anti-steering;
- automatic termination.
Step 3 — Audit algorithms
Ask:
- Does the algorithm monitor competitors?
- Does it automatically respond to competitor prices?
- Does it punish deviations?
- Does it facilitate price alignment?
Step 4 — Test interoperability
Determine whether the contract:
- blocks rival systems;
- restricts APIs;
- prevents data portability;
- imposes technical barriers.
Step 5 — Conduct foreclosure analysis
Assess:
- percentage of the market affected;
- duration;
- availability of alternatives;
- rival access;
- customer dependence.
Step 6 — Build human safeguards
Provide mechanisms allowing:
- emergency suspension;
- regulatory compliance changes;
- correction of defective code;
- competition-law review.
31. Key Legal Distinction
The most important conceptual distinction is:
Self-execution is not the offence.
The potentially problematic conduct is what the self-executing mechanism does.
For example:
| Mechanism | Possible competition assessment |
|---|---|
| Automatic payment after delivery | Normally efficiency-enhancing |
| Automatic fraud detection | Generally procompetitive |
| Automatic settlement | Transaction-cost reduction |
| Automatic exclusive dealing | Potential foreclosure |
| Automatic price coordination | Potential cartel concern |
| Automatic anti-steering | Potential platform restriction |
| Automatic rival blocking | Potential exclusion |
| Automatic interoperability denial | Potential abuse/access concern |
| Automatic MFN enforcement | Potential price-competition concern |
| Automatic retaliation against deviators | Potential cartel-enforcement mechanism |
32. Conclusion
Self-executing contracts create a new technological layer for traditional competition-law problems.
The principal risks are:
- automated exclusion;
- exclusive dealing;
- algorithmic price coordination;
- automatic retaliation against competitors;
- platform lock-in;
- tying and bundling;
- interoperability restrictions;
- data and API foreclosure;
- increased switching costs;
- reinforcement of existing monopoly power.
The cases of Microsoft, Aspen Skiing, Trinko, American Express, Apple v. Pepper, Topkins and Eturas demonstrate different parts of the legal framework. None should be treated as a direct judicial holding that "smart contracts are monopolization"; rather, they provide established principles for analysing the competitive consequences of automated contractual architecture.
The central proposition for examination purposes is:
A self-executing contract does not escape competition law merely because its restrictive consequences are produced automatically by code. Where a firm possesses substantial market power, contractual automation may become a mechanism for exclusion, foreclosure, tying, discriminatory access, or coordination. Competition analysis therefore focuses on the underlying agreement, market structure, purpose, implementation, and competitive effects—not merely on whether a human manually enforced the contract.

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