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EU competition law appears to interpret fairness in B2B trade relations as "equal opportunities to trade" for market actors. A positive and pragmatic inquiry into the relevant regulations, cases and doctrines support that approach. This contribution suggests a new definition for these practices under EU competition law. Accordingly, any trade practice representing supremacy in bargaining power - usually dominance - and distorting the equal opportunity to trade of one or more trading partners could be conceived as unfair trade practices (UTPs) under EU competition law. Thus, these practices restrict competition according to EU competition law. Indeed, the EU Commission, Parliament and many Member States have emphasized the restrictive effects of UTPs even when practised by non-dominant undertakings. UTPs could include all kinds of trade practices toward trading partners, regardless of the industry and environment in which they occur, whether online or offline. This definition can also relieve competition lawyers from inefficient exploitative/exclusionary abusive conduct divisions. [ABSTRACT FROM AUTHOR]

The article discusses the relevance between consumer and antitrust law in Europe. Authors highlight the positive and negative effects of commercial law in businesses and in the economy. It overviews the implementation of antitrust and commercial law as primary tools of determining consumer failures and explores how behavioral economics may facilitate identifying consumer failures and create efficient remedies for consumer protection. Lastly, it also examine the role of behavioral economics (BE) plays in controlling consumer failures within antitrust and consumer law.