The UK Competition and Markets Authority ("CMA") Final
Report in the Market Study into Online Platforms and Digital
Advertising proposes the creation of a new regulatory authority and
additional regulations to govern the conduct of online platforms
funded by digital advertising, as well as specific market
interventions. While some of the CMA proposals parallel the
recommendations of other antitrust enforcers or nongovernmental
entities, there is divergence. Given the international nature of
many online platforms, there is a risk that market participants
could face complex and conflicting obligations in different
jurisdictions that result in unwieldy compliance, unintended
consequences, or negation of the alleged benefits of the
proposals.