Yes, there are aspects of competition law applicable to franchise transactions, such as regulation of online sales, exclusive supply or fix retail prices.
As a matter of fact, and following same order, either non-online sales or online sales, franchisor may not interdict the franchisee to practice and accept passive sales.
Beyond this and in general terms, franchisor is not entitled to fix minimum prices to franchisee, but he may fix maximum prices as well as recommended prices. Exclusive supplies are also allowed.
Despite there is not any specific systemed competition law appliable to franchising business, it is of great importance to recall the new EU Block Exemption Regulation on certain categories of vertical agreements and concerted practices (VBER) – Commission Regulation (EU) 2022/720 of 10 May 2022 – which has been adopted and is in force since 1st. June 2022.
Franchise agreements can benefit from the exemption afforded by the Block Exemption Regulation on Vertical Restraints on the purchase, sale and resale of goods and services within a franchising arrangement, such as selective distribution, non-compete obligations or exclusive distribution, when neither of them have a market share that exceeds the 30% threshold.
Over this threshold, the agreement is not necessarily illegal, but does not benefit from the presumption and exemption set in the Block Exemption. Therefore, over 30% market share threshold, the agreement provisions described below would require assessment case by case to guarantee that they do not harm competition on the market.
Even below the 30% market threshold there are certain provisions considered hard core which may not have the benefit of exemption afforded by the Regulation. This is the case, inter alia, of resale price fixing or resale price maintenance.
As a general principle, all companies must determine their own price policies. EU or domestic competition law does not permit companies to directly or indirectly impose or determine a fixed or minimum resale price on its franchisees.
However, a franchisor may apply maximum prices and recommended retail price. One exception to this rule is that of a franchisor may apply a fixed resale price in marketing campaigns for the short-term.
Franchisor may take measures necessary for maintaining the identity and reputation of the network bearing their business name or symbol. However, agreement provisions that are not necessary to protect know-how and goodwill or to maintain the common identity or reputation of the franchised network are assessed on an individual basis.
Franchisors can allocate certain territory or consumer groups exclusively to a franchisee, whereby franchisees are prohibited from actively selling into the exclusive territory or to an exclusive customer group allocated to another franchisee or reserved for the franchisor. However, passive selling, including online sales, may not be restricted nor the restriction of cross supplies between the franchisees operating at the same or different levels of trade or the restriction of active or passive sales to end users by franchisees operating at the retail level of trade or the prevention of the effective use of the internet by the franchisee or its customers to sell the contract goods or services, as it restricts the territory into which or the customers to whom the contract goods or services may be sold.
The law does not prohibit price discrimination, as long as a dominant entity is not involved (i.e. with a market share of at least 50%). Nevertheless, it is important to understand that price discrimination, when found to distort competition, can still be considered anticompetitive.
Post termination non-compete and confidentiality covenants are generally valid/enforceable under Portuguese / European Union laws.
However, in order to benefit from the exemption, post-termination non-compete covenants as per the EU law must meet the following cumulative requirements:
(1) this obligation is limited to a maximum period of one-year post-termination;
(2) the obligation is limited to goods/services which compete with the contract goods/services;
(3) the obligation is limited to the point of sale from which the buyer has operated during the contract period; and
(4) the obligation is indispensable to protect substantial know-how transferred by the franchisor to the franchisee.