• Dhanush Menon
• Anushka Singhal
• Nisarg Chandrashekar

The misuse of data and more specifically personal data of people is a topic that has been vigorously debated upon for the past few years especially since the Cambridge Analytica case. The case was in relation to the Facebook-Cambridge Analytica axis which exposed a huge data scandal in 2018 which was in connection to the harvesting of private data off Facebook to influence the voters in their decision making process when it came to the 2016 U.S elections. This paper focusses on analysing the Tech companies and their mining of consumer data using Big Data and AI. The primary focus is on how the companies use Big data in a manner which could lead to potential anti-competitive practices and how the Competition Act, 2002 has a narrow and offline understanding of companies and the marketing policies they use which raises the need for the act to be in tune with the digitalised economy of today where Data is the new oil. In the digital world, the strategies of companies pertain more towards the collecting, analysis and usage of personal information of consumers. This opens up the scope for Tech companies to misuse data in order to have an appreciable adverse effect on the market in order to target consumers using this information for better results. Hence there is a definite need for a stricter regulation policy to regulate competition in the digital space.

"Regulations on Digital Market: Transforming the Horizons of Competition Policy", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.850-860, June 2019, Available :http://www.jetir.org/papers/JETIR1908284.pdf

"Regulations on Digital Market: Transforming the Horizons of Competition Policy", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp850-860, June 2019, Available at : http://www.jetir.org/papers/JETIR1908284.pdf