Facebook Marketplace违反市场竞争,被欧盟判罚近8亿欧元
广告营销 · 2024-11-17

欧盟执委会(European Commission,EC)周四(11/14)指出,Meta将线上分类广告服务Facebook Marketplace捆绑其个人社交网络Facebook,再加上针对其他分类广告服务供应商施加不公平的交易条件,违反了当地的反垄断规则,因而向Meta判罚7.9772亿欧元。


欧盟执委会(European Commission,EC)周四(11/14)指出,Meta将线上分类广告服务Facebook Marketplace捆绑其个人社交网络Facebook,再加上针对其他分类广告服务供应商施加不公平的交易条件,违反了当地的反垄断规则,因而向Meta判罚7.9772亿欧元。Meta当天即回应,认为EC的决定并无任何实质证据,将提出上诉。


Facebook是在2016年推出Facebook Marketplace,这是个免费的分类广告平台,方便Facebook用户发现、购买及销售商品,并已在包括台湾等数十个市场推出。


EC表示,Meta在欧洲经济区(EEA)的社交网络市场,以及线上陈列式广告都占据主导地位,并将Facebook Marketplace捆绑其个人社交网络Facebook,替该分类广告服务带来极大的流量,此外,当其他分类广告服务供应商FacebookInstagram上刊登广告时,Meta还搜集这些广告的数据,以用来强化自家的Facebook Marketplace。


Meta不服EC的判决,指出创建Facebook Marketplace是为了回应消费者的需求,上线当时还受到德国竞争主管机关的欢迎,EC宣称Meta非法将Facebook Marketplace强加于Facebook用户身上,但事实上是Facebook用户可自行选择要不要用Marketplace。


此外,Meta也驳斥EC的说法,表示不仅未以所搜集的广告数据来强化Marketplace,还创建了系统及控制措施来避免此事。


除了Facebook Marketplace之外,欧洲经济区其他的线上市场还包括eBay、法国的Leboncoin、荷兰的Marktplaats、意大利的Subito、瑞典的Blocket、挪威Finn.no及新兴的Vinted等。


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