18
1 LEGAL ALIENS B.V. Maximalaan 25 1010BS Amsterdam, The Netherlands Tel.: +31 (0) 70 000-00-00 Fax: +31 (0) 70 000-00-01 www.legalaliens.com TO THE ATTENTION OF THE MOOT COURT OF JUSTICE OF THE EUROPEAN UNION CASE MT-139/13 Lazenbeer and Honey Ryeder v European Commission Wednesday 14 May 2014 at 11:00 Courtroom III, Case IV, A051A at the KOG in Leiden WRITTEN OBSERVATIONS RESPONDENT European Commission represented by: Caroline Cabezas (s1221914) Sofia Pokatilova (s1481371) Maria Cabrera (s1494066) Roxana Stoica (s1486942) Group Name: “Legal Aliens” Word count: 3995 EUROPE ASIA SOUTH AMERICA Our operations in the various locations comply with the requirements of the relevant local law and local bar rules.

Courtroom 3_Case 4_Respondent

Embed Size (px)

Citation preview

  • 1

    LEGAL ALIENS B.V. Maximalaan 25

    1010BS Amsterdam, The Netherlands

    Tel.: +31 (0) 70 000-00-00 Fax: +31 (0) 70 000-00-01

    www.legalaliens.com

    TO THE ATTENTION OF THE MOOT COURT OF JUSTICE OF

    THE EUROPEAN UNION

    CASE MT-139/13

    Lazenbeer and Honey Ryeder

    v

    European Commission

    Wednesday 14 May 2014 at 11:00

    Courtroom III, Case IV, A051A at the KOG in Leiden

    WRITTEN OBSERVATIONS

    RESPONDENT

    European Commission

    represented by:

    Caroline Cabezas (s1221914) Sofia Pokatilova (s1481371) Maria Cabrera (s1494066) Roxana Stoica (s1486942)

    Group Name: Legal Aliens

    Word count: 3995

    EUROPE ASIA SOUTH AMERICA

    Our operations in the various locations comply with the requirements of the relevant local law and local bar rules.

  • 2

    A. Introduction

    1. On 2 January 2013, the Commission received a notification of a proposed

    concentration by which the undertakings Lazenbeer and Honey Ryeder presented

    their plan to join forces and go together as one undertaking.

    B. Concentration

    2. The proposed concentration concerns two independent undertakings that decided to

    join forces and merge to form a new company (Lazenbeer & Honey). Therefore we

    are dealing with a merger as defined in Article 3(a) Merger Regulation (EUMR).

    C.1. Community dimension

    3. Article 1(1) EUMR provides that this Regulation shall apply to all concentrations

    with a Community dimension as defined in this Article. The General Court explained

    the essence of this test: The Community legislature intended that, in the context of

    its role in respect of concentrations, the Commission would become involved only

    where the proposed concentration or the concentration already carried out

    attains a certain economic size and geographic scope, that is to say, a Community

    dimension1.

    4. Whether a Community dimension exists is determined by the turnover thresholds

    specified in Articles 1(2) and 1(3) EUMR 2 . The parties must assess their

    concentration in light of these thresholds in order to define whether a filing needs to

    be made with the Commission under the EUMR or at national level.

    5. The EUMR provides that turnover shall comprise the amounts derived by the 1 Case T-282/02 Cementbouw Handel BV v Commission [2006] ECR II-319, Para. 115; 2 Rosenthal, Michael and Thomas, Stefan, European Merger Control. Mnchen : C.H. Beck ; Portland, OR : Hart Publishing, 2010, Para. 122 ;

  • 3

    undertakings concerned in the previous financial year3. That is, the completed

    financial year immediately preceding the year in which the concentration is notified.

    Since it was notified in 2013, the fiscal year assessed for the calculation is 2012.

    6. Given that the concentration concerns a merger of one or more undertakings

    previously independently operating in the market, each of the merging entities shall

    be deemed as an undertaking concerned4, i.e. Lazenbeer and Honey Ryeder.

    7. Article 1(2) states two cumulative criteria for the concentration to be considered as

    having a Community Dimension. Article 1(2)(a) provides the combined aggregate

    worldwide turnover of all the undertakings concerned is more than EUR 5000

    million.

    8. The facts state that in 2012, 90% of all beer consumed in Pussera (domestic market)

    was brewed by the Big Four achieving 1.5 billion combined annual domestic

    turnover and 4.5 billion abroad.

    9. The facts only show the turnover of 90% of the brewery market. However, to define

    Lazenbeer and Honey Ryeder turnover, it is necessary to consider the whole relevant

    market.

    Turnover in the domestic market of all the breweries:

    90% ---------- 1.5 billion

    100% ------------ X = 1.667 billion

    Turnover abroad of all the breweries:

    90% ----------- 4.5 billion

    100% ----------- X = 5 billion 3 Article 5(1) EUMR; 4 Commission Notice on the notion of undertaking concerned under Council Regulation EEC No. 4064/89 on the control of concentrations between undertakings [1998] O.J. C66/14;

  • 4

    10. The previous calculation shows that the turnover achieved in the relevant market is

    1.667 billion in Pussera and 5 billion abroad.

    11. Subsequently, the turnover of each undertaking in Pussera and abroad must be

    calculated in regards to their respective market share in 2012.

    Turnover

    Undertakings concerned

    TOTAL Lazenbeer Honey Ryeder

    Domestic

    turnover

    28% market share of

    1.667 billion=

    466,76 million

    16% market share of

    1.667 billion = 266,72

    million

    466,76 million +

    266,72 million =

    733,48 million

    Turnover

    abroad

    28% market share of

    5 billion = 1.4

    billion

    16% market share of 5

    billion = 800 million

    1.4 billion + 800

    million =

    2.2 billion

    12. The table shows that the turnover of both undertakings is 733,48 million in Pussera

    and 2.2 billion abroad. To obtain the combined aggregate turnover is necessary to

    consider, the European wide, worldwide and national turnover of the undertakings

    involved. Therefore, if both turnovers are added we obtain a combined aggregate

    worldwide turnover in 2012 of 2.933,48 million.

    13. Since the concentration does not fulfil the first threshold, it must be assessed within

    the meaning of Article 1(3).

    (a) the combined aggregate worldwide turnover of all the undertakings concerned

    is more than EUR 2500 million:

    14. As shown above, the combined aggregate worldwide turnover of the undertakings

    concerned is 2.933,48 million. Therefore, the first criterion is fulfilled.

  • 5

    15. Whether or not both undertakings achieve a combined aggregate turnover of more than 100 million in at least three MS and each of them achieves at least 25 million

    in these MS, as required in Article 1(3)(b) and (c), depends on the geographical

    allocation of the turnover of these undertakings5.

    16. Article 5(1) EUMR provides, with regard to geographic allocation of turnover:

    "Turnover, in the Community or in a MS, shall comprise products sold and services

    provided to undertakings or consumers, in the Community or in that MS as the case

    may be.

    17. The general rule is that the turnover should be attributed to the place where the

    customer is located6. For the following criteria the MSs that will be taken into

    account are: Pussera, San Stefano and Galore since from the facts it is only in these

    MSs where there are significant sales. Even though it is not possible to determine

    precisely the figures in Galore, the Commission assessed that from the facts it can be

    ascertained that they are similar to the figures of San Stefano.

    (b) in each of at least three MSs, the combined aggregate turnover of all the

    undertakings concerned is more than EUR 100 million:

    Pussera San Stefano TOTAL

    Lazenbeer 466,760 million 800 million 1.26 billion

    Honey Ryeder 266,720 million 640 million 906,720 million

    18. It can be concluded that the combined aggregate turnover of both undertakings in two

    MSs is much higher than 100 million, especially if the Galorean figures are added.

    5 Ryanair/AerLingus (Case No COMP/M.4439) Commission decision of 27 June 2007, Para. 15; 6 Commission Notice on the calculation of turnover under Council Regulation EEC No. 4064/89 on the control of concentrations between undertakings [1998] O.J. C66/25;

  • 6

    (c) in each of at least three MSs included for the purpose of point (b), the

    aggregate turnover of each of at least two of the undertakings concerned is

    more than EUR 25 million:

    19. As it was shown in the table above, the aggregate turnover of each undertaking is

    much higher than 25 million. Likewise, it can be presumed that the turnover of the

    undertakings in Galore is more than 25 million.

    (d) the aggregate Community-wide turnover of each of at least two of the

    undertakings concerned is more than EUR 100 million:

    20. It is not possible to accurately calculate the aggregate Community-wide turnover

    since there are some figures missing. Nevertheless, if only two MSs are considered

    (Pussera and San Stefano) it is clear that turnover is more than 100 million.

    21. The last paragraph of Article 1(3) provides a possibility for a safe harbour:

    - unless each of the undertakings concerned achieves more than two-thirds of its aggregate Community-wide turnover within one and the same MS:

    22. Only Lazenbeers turnover in San Stefano will be taken into consideration for the

    calculation of the two-thirds aggregate Community-wide turnover since it is

    cumulative and San Stefano is the MS where the highest turnover was achieved in

    2012.

    23. Lazenbeer Community-wide turnover in comparison to the turnover achieved in San Stefano:

    1.26 billion ------- 100%

    800 million -------- X = 63,49%

  • 7

    24. For this concentration to escape the scope of the Commission investigation, it would

    be necessary for each undertaking to have two-thirds (66.66%) of its turnover in one

    MS. We can see that Lazenbeer in San Stefano (where the highest turnover was

    achieved) has 63,49% of its aggregate Community-wide turnover, consequently the

    two-third threshold is not met.

    25. In conclusion, the undertakings concerned have a combined aggregate worldwide turnover of more than 2.5 billion (Lazenbeer: 2.2 billion and

    Honey Ryeder: 733,480 million in 2012). The aggregate turnover of both

    undertakings in two MSs is more than 100 million in 2012. The aggregate

    turnover of each undertaking concern in each of at least three MSs is more than

    25 million in 2012. Both parties have a Community-wide turnover in excess of

    100 million in 2012. None of the undertakings achieve more than two-thirds of

    their aggregate Community-wide turnover within one and the same MS. The

    notified operation therefore has a Community dimension.

    C.2. Assessment by the National Competition Authorities (NCA)

    26. According to One stop-shop principle established under Article 21(2) EUMR, the

    Commission will have sole jurisdiction to make decisions provided in the Regulation,

    although subject to review by the ECJ. The Commission has the power to cover

    concentrations that have a Community interest, meaning those concentrations that

    have a significant impact on the competitive structure of the common market, unlike

    those concentrations whose impact is limited to national markets7.

    27. The Commission is undoubtedly the best-placed institution, with the most appropriate

    resources, to achieve the objective of undistorted competition at transnational and

    Community level8. 7 Navarro Edurne, Font Andrs, Folguera Jaime and Briones Juan, Merger Control in the EU. Oxford University Press, 2005, Para. 4.06; 8 Navarro Edurne, Font Andrs, Folguera Jaime and Briones Juan, Merger Control in the EU. Oxford University Press, 2005, Para. 4.07;

  • 8

    28. Therefore, given that the concentration between Lazenbeer and Honey Ryeder is a merger with a Community dimension it should be subject to scrutiny by the

    Commission under the Regulation, and not by NCAs under MS merger control

    regimes.

    D. Incompatibility with the common market

    29. As provided under the Horizontal Merger Guidelines (the Guidelines), the

    Commissions assessment of mergers normally entails the definition of the relevant

    product and geographic markets and the competitive assessment of the mergers,

    aspects that we will present in detail below9.

    D.1. Competitive assessment

    30. To assess the substantive criteria laid forth in the EUMR and the Guidelines it will be

    first necessary to define the relevant market in product and geographical terms, and

    also to determine whether there is a dominant position, which has been created or

    strengthened by the concentration10. Therefore, the analysis under Article 102 TFEU

    and the relevant Commission Notice11 apply accordingly.

    (a) Relevant product market

    31. The proposed transaction concerns the drinks industry and in particular the beer

    sector. The Commissions decisional practice and the ECJ jurisprudence suggest that

    the relevant product market is that for the production and distribution of beer which is

    9 2004 Guidelines on the assessment of horizontal mergers under the Council Regulation on the control of concentrations between undertakings no. 139/2004, Para. 10; 10 P. Craig, G. de Burca, EU Law text, cases, and materials, 5th edition, page 1057; 11 Commission Notice on the definition of the relevant market for the purposes of EU competition law, [1997] O.J. C372;

  • 9

    to be distinguished from other beverages 12 . Furthermore, the Commission has

    generally considered that a distinction between on-trade distribution (i.e., beer sold by

    pubs, bars, restaurants, etc.) and off-trade distribution (i.e., retail outlets) is relevant13.

    In a number of instances14, the Commission has also considered whether a further

    segmentation of the beer market by type (e.g. ale and stout in the UK) or by quality

    (e.g. standard vs. premium) might also be relevant in some countries.

    32. To this extent, the Respondent considers that it is appropriate to further sub-divide the

    beer segment between the one produced exclusively from homegrown ingredients and

    other ingredients because of a high level of supply-side substitution. The Respondent

    maintains that there are significant switching costs when replacing the production and

    that the marketing of beer made of different ingredients will incur higher costs than

    the draught beer, given the consumers preference for the latter. In addition, the

    product subject to this case is not significantly interchangeable with other beers given

    the distinguishable characteristics of the beer in question from other similar products.

    33. Therefore, the product market definition refers to the segment of beer in on-trade distribution produced exclusively from homegrown ingredients.

    (b) Relevant geographic market

    34. The Commission and the ECJ have repeatedly considered the market for the

    production and distribution of beer to be national in scope15. Indeed, due to strong

    preferences of the consumers for the type of beer in question, the markets for the

    production and distribution of such product can be considered as national in scope,

    thus limiting it to the national markets of Pussera, Galore and San Stefano. 12 Case M.2044 Interbrew/Bass Commission Decision of 24 August 2004, Case M.4999 Heineken/Scottish & Newcastle Assets Commission Decision of 3 April 2008; 13 Case C-234/89 [1991] ECR I-977Stergios Delimitis v. Heninger Brau, Para. 16; 14 Case M.2569 Interbrew/Becks Commission Decision of 26 October 2001 and Case M.3032 Interbrew/Brauergilde Commission Decision of 19 December 2002 ; 15 Case COMP/M.3195 Heineken/BBAG Commission Decision of 8 August 2003 and Case 234/89 Delimitis v. Henninger Brau above quoted;

  • 10

    D.2. Competitive restraints

    35. The Guidelines assessing horizontal mergers, explain that a merger may give rise to

    unilateral effects if it eliminates an important competitive constraint that the parties

    previously exerted over each other16. It provides for a number of factors, which may

    influence whether significant non-coordinated effects are likely to result from a

    merger. In what follows, we will discuss each of these factors, which demonstrate the

    presence of such effects.

    (a) Market shares

    36. The link between market shares and the scope for unilateral price increases is set out

    in the Guidelines. Accordingly, the Commission set out a number of market shares

    thresholds that provide general guidance for the assessment of unilateral effects.

    37. However, such thresholds do not constitute rigid or binding rules for merger

    assessment. In particular, the Guidelines explicitly note that unilateral effects may

    rise in the case of mergers resulting in combined market shares of between 40% and

    50%17, and in some cases even below 40%18.

    38. In this case, given that both Lazenbeer and Honey Ryeder have maintained their

    market shares abroad, the combined market share of Lazenbeer & Honey amounts to

    44% within the established geographical market.

    39. Even more, as previously considered in jurisprudence19, Lazenbeer has a much

    greater influence on the competitive process in this market than its market share of

    28% would suggest. Not only did it emerge from the financial crisis as the leading

    16 The EC Horizontal Merger Guidelines, Para. 24-25; 17 The EC Horizontal Merger Guidelines, Para. 17; 18 Case COMP/M.2337 Nestle/Ralston Purina Commission Decision of 27 July 2001; 19 Case COMP/M.3916 T-Mobile Austria/Tele.ring Commission Decision of 26 April 2006, Para. 126;

  • 11

    brewery20 but its market share shows a continuously growth following its innovative

    developments (from 20% in 2008 to 28% in 2012) and given its technical innovations

    is likely to continue the ascendant curve.

    40. In conclusion, the high market shares together with other relevant factors as detailed above constitute evidence of a dominant position of the emerging

    undertaking.

    (b) Customers have limited possibilities of switching suppliers

    41. Crucially, showing closeness of competition is just one of a number of necessary

    conditions for concluding that a merger will result in unilateral effects that

    significantly reduce competition. Equally important is showing that remaining

    competitors do not provide an effective competitive constraint (i.e. they are not close

    substitutes to the merging parties).

    42. Thus, giving the distinctive characteristics of the parties products to be also

    incorporated in the new ber-beer produced by Lazenbeer & Honey (i.e. innovative

    bottle technology and unique fruity additives), customers of the parties will have

    difficulties in switching to other suppliers due to lack of alternatives21, thus making

    such customers particularly vulnerable to price increases.

    (c) Merger eliminates an important competitive force

    43. Some undertakings have more of an influence on the competitive process than their

    market shares or similar measures would suggest22. A merger involving such an

    20 The facts of the case, Para. 6; 21 Case M.877 Boeing/McDonnell Douglas, Commission Decision of 8 December 1997, Para. 70; 22 Case M.877 Boeing/McDonnell Douglas, Commission Decision of 8 December 1997, Para. 58;

  • 12

    undertaking may change the competitive dynamics in a significant, anti-competitive

    way, in particular where the market is already concentrated23.

    44. As aforementioned, Lazenbeer holds a greater influence on the market given its

    patented innovations that determined the continuous rise of its market shares.

    Accordingly, Honey Ryeder benefits from its equally unique and secret recipe of fruit

    additives that turned its products highly popular and competitive.

    45. As a result, the merger between the two undertakings shall significantly impede

    effective competition.

    D.3. Entry into the market

    46. Entry analysis constitutes an important element of the overall competitive assessment.

    For entry to be considered a sufficient competitive constraint on the merging parties,

    it must be shown to be likely, timely and sufficient to deter or defeat any potential

    anti-competitive effects of the merger24.

    (a) Likelihood of entry

    47. Potential entrants may encounter barriers to entry, which determine entry risks and

    costs and thus have an impact of the profitability of entry25.

    48. In this case, it will prove difficult for any competitors to entry the market given

    technical advantages provided by Lazenbeer innovative beer bottling patent making it

    thus difficult for a competitor to obtain the essential input materials or the relevant

    patent. Furthermore, another barrier to entry is represented by established positions of

    23 The EC Horizontal Merger Guidelines, Para. 37; 24 The EC Horizontal Merger Guidelines, Para. 68; 25 Ibid., Para. 71;

  • 13

    Lazenbeer and Honey Ryeder on the market based on their products unique

    characteristics.

    (b) Timeliness and sufficiency

    49. In terms of timeliness, given the aforementioned barriers to entry and in particular

    Lazenbeer technology patented for a period of 25 years, it cannot be maintained that

    entry of a competitor will be swift and sustained to deter/defeat the exercise of power

    market moreover as entry is normally only considered timely if it occurs within two

    years. As to sufficiency, given the current concentrated structure of the market, the

    only possibility is represented by a niche small-scale entry, which cannot be

    considered sufficient26.

    D.4. Efficiencies

    50. It is possible that efficiencies brought by a merger counteract the effects on

    competition. However, the Guidelines note that each one of the following must be

    demonstrated in order to sustain an efficiency defence: (i) merger specificity, (ii)

    consumer benefit and (iii) verifiability27.

    51. In this case, possible claims efficiencies resulting from the R&D that leads to the

    creation of a possible improved product are not specified in any detail and are anyway

    likely to be savings in fixed costs that are less likely to bring about consumer

    benefits28. The same rationale applies to the claimed improved working conditions,

    which have not been proven in terms of verifiability and consumer benefit.

    52. Moreover, the Applicant cannot confirm that the claimed efficiencies will be

    sufficient in magnitude to offset the identified lessening of competition nor that such 26 Ibid., Para. 75; 27 Ibid., Para 78-88; 28 Case COMP/M.4513 Commission Decision of 4 June 2008 Arjowiggins/M-real Zanders Reflex, Para. 445, 447;

  • 14

    are merger specific, thus rendering the claimed efficiencies unable to counteract the

    effects on competition.

    53. In conclusion, the Respondent sustains that in consideration of EUMR provisions, the merger be declared as incompatible with the common market as

    such gives rise to non-coordinated effects.

    E. Procedural timeframe

    E.1. Phase I: Decision 2013/27/EU

    54. The role of the Commission regarding concentration control is divided into two

    phases. The system of prior notification under Article 4(1) and 7(1) EUMR states that

    any intended concentration must be notified to the Commission having a postponing

    effect i.e. the undertaking will have to wait to implement the intended concentration

    until the Commission has given its preliminary verdict.

    55. During Phase I, the Commission has 25 working days after notification to issue a

    decision under Article 10(1)(1), unless commitments have been offered by the

    undertaking pursuant to Article 6(2) with a view to render the concentration

    compatible with the common market. If so, the time will be extended to 35 working

    days under Article 10(1)(2). The undertakings notified and offered commitments to

    the Commission on 2 January 2013. Therefore, the Commission had 35 working days

    to issue a preliminary decision i.e. until 20 February 2013. Although Phase I

    notifications are effective on the day they are received, time periods will initiate on

    the next working day in this case 3 January 201329. Therefore, the Commission was

    not too late in reaching its preliminary decision on 15 February 2013; on the contrary

    it diligently reached a decision four days prior to the deadline. Consequently, the 29 Commission Decision 19 August 2011 on public holidays for 2013 for the Institutions of the European Union, 2011/C 243/05; Article 5(1), 7 and 24, Commission Regulation (EC) No 802/2004 of 7 April 2004 implementing Council Regulation (EC) No 139/2004 on the control of concentrations between undertakings;

  • 15

    Applicant was not entitled to proceed as if the merger was cleared under Article 10(6)

    EUMR.

    56. In conclusion, the Commission duly reached its decision in the prescribed time limits

    deciding that the merger raised serious concerns as to its compatibility with the

    internal market under Article 6(1)(c) and 8(3) EUMR, resulting in the justified

    initiation of proceedings for a more detailed Commission investigation. This did not

    entitle the Applicant to proceed as if the merger was cleared.

    E.2. Phase II: Decision 2013/99/EU

    57. The formal Phase II proceedings involve detailed Commission investigations, which

    do not prejudge the outcome of the investigation30. According to Article 10(3)

    EUMR, the Commission has 90 working days from the initiation date of the

    proceeding to issue a decision under Article 10(3)(1).

    58. When the concentration has already been implemented and that concentration has

    been declared incompatible with the common market, the Commission may, in a

    decision pursuant to Article 8(4), or by a separate decision require the undertakings

    concerned to dissolve the concentration or order any other appropriate measure to

    ensure that the undertakings concerned dissolve the concentration or take other

    restorative measures as required in its decision. In the case of a separate decision, the

    Commission is not bound by any time limits31.

    59. The companies implemented the mergers before the 90 days were over and therefore

    the Commission could not validate the implemented merger thus issuing the separate

    decision 2013/99/EU under article 8(4)(a) EUMR.

    30 Commission opens in-depth investigation into proposed acquisition of Dutch cable operator Ziggo by Liberty Global, IP/14/540 08/05/2014; 31 Kekelekis, Mihalis, The EC Merger Control Regulation, Kluwer Law International [2006], page 87;

  • 16

    60. Additionally, Article 7(1) of the Merger Regulation provides that a concentration as

    defined in Article 1 shall not be implemented either before its notification or until it

    has been declared compatible with the common market pursuant to a decision under

    Article 6(1)(b), 8(1) or 8(2) or on the basis of a presumption according to Article

    10(6) of the Merger Regulation.

    61. Therefore, the Commission was not too late in reaching its final decision on 16 July

    2013 and consequently, the Applicant was not justified to assume that the merger had

    been cleared by the Commission on 14 June 201332.

    62. The presumption of compatibility under Article 10(6) EUMR will only become

    effective when the time limits established under Article 10(3) expire i.e. at the end of

    90 working days. Although the Applicant submitted the additional commitments

    within the relevant time limits, it was not entitled to assume that they were cleared to

    merge based on 14 June, only 79 working days after initiation of the proceedings.

    Phase II procedures characteristically can take a further 67 months33. Consequently,

    it would be unreasonable for the Applicant to assume the merger was cleared before

    90 days. Therefore, the Applicant had to wait until 1 July 2013 to reasonably assume

    the merger was cleared.

    63. In conclusion, the Commission was not too late in reaching its final decision

    declaring the concentration incompatible with the internal market and therefore

    ordering the dissolution of the concentration and imposing a fine. The Applicant was

    therefore not entitled to assume that the merger was cleared.

    64. The defendant asks the Court to take into consideration that allowing the claim that the decision was too late and therefore to allow undertakings to assume they

    are cleared to merge would be against the purpose of both anti-competition law 32 Schneider/Legrand, Case M.2283, Commission decision of 30.1.2002. 33 The EU Merger Regulation, An overview of the European merger control rules, Slaughter and May, March 2012, Para 5.1 page 2 and 39-40: https://www.slaughterandmay.com/media/64572/the-eu-merger-regulation.pdf ;

  • 17

    and the protection of the internal market.

    F. Commitments assessment

    65. Where a concentration raises competition concerns in that it could significantly

    impede effective competition, the parties may seek to modify it and thereby gain

    clearance of the concentration.

    66. The Commission has to assess whether the proposed remedies, once implemented,

    would eliminate the competition concerns identified. To this end, the notifying parties

    have to provide detailed information on the content of the commitments offered, the

    conditions for their implementation and showing their suitability to remove any

    significant impediment of effective competition. Also, a non-confidential version of

    the commitments must be submitted as to allow third parties to fully assess the

    workability and the effectiveness of the proposed remedies34.

    67. Under EUMR, the Commission only has power to accept commitments that are

    deemed capable of rendering the concentration compatible with the common market

    so that they will prevent a significant impediment of effective competition. The

    commitments have to eliminate the competition concerns entirely35, they have to be

    comprehensive and effective from all points of view 36 and capable of being

    implemented effectively within a short period of time.

    68. The Commission stresses that the question of whether a remedy and, more

    specifically, which type of remedy is suitable to eliminate the competition concerns

    identified, has to be examined on a case-by-case basis37. Nevertheless, a general 34 2008 Commission notice on remedies acceptable under Council Regulation no. 139/2004 and under Commission Regulation no. 802/2004, Para. 79; 35 Recital 30 of the Merger Regulation and judgment of the CFI in Case T-282/02 Cementbouw v Commission, Para. 307; 36 CFI, Case T-210/01 General Electrics v Commission [2005] ECR II-5575, Para. 52; Case T-87/05 EDP v Commission [2005] ECR II-3745, Para. 105; 37 Ibid. Para. 16.

  • 18

    distinction can be made between divestitures, other structural remedies, such as

    granting access to key infrastructure or inputs on non-discriminatory terms, and

    commitments relating to the future behaviour of the merged entity.

    69. In this case, the merging parties have announced several commitments both in the

    first (divesture of some smaller brands) and second (non-engagement in additional

    mergers) procedural phase. Nonetheless, such remedies have not been submitted in

    accordance with the requirements aforementioned as to be assessed in substance. The

    Commission also considered the remedies insufficient to eliminate the serious

    competition concerns regarding the merger.

    70. In conclusion, the Applicant has not demonstrated that such commitments render the concentration, as modified by the commitments, compatible with the

    common market.

    G. CLAIM

    On these grounds, the Respondent requests the Court to dismiss the action, based on the

    following:

    1. Commission found the envisaged merger to have a Community dimension

    incompatible with the common market;

    2. Following assessment, commitments offered did not eliminate expressed concerns;

    and

    3. Decisions 2013/27/EU and 2013/99/EU observed the relevant procedural timeframe.