REGULATING COMPETITION IN THE DIGITAL ERA
REGULATING COMPETITION IN THE DIGITAL ERA

Summary/Abstract: This paper examines the interaction between European Union competition norms, Albanian harmonisation practices, and the challenges introduced by artificial intelligence (AI), particularly algorithmic pricing and data dominance. It analyses competition as a legal guarantee against the concentration of private economic power, drawing on key EU jurisprudence–including Hoffmann-La Roche, Intel, Google Shopping, Google Android, Post Danmark and Eturas–which emphasises the protection of the competitive process and the need for effects-based, data-driven assessment. Although Albania has substantially aligned its legal framework with the EU acquis, practical enforcement remains limited due to insufficient econometric tools, technological expertise, and access to digital market data. The paper concludes that this gap between normative harmonisation and implementation weakens the effectiveness of competition enforcement and recommends the establishment of a specialised multidisciplinary unit to support the analysis of algorithms, market effects, and advanced technological practices.

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