European Commission, Directorate-General for Competition: how it reviews brand acquisitions

The European Commission reviews mergers with an EU dimension before they close. Phase I lasts 25 working days and ends in a clearance decision under Article 6(1)(b), with or without commitments; serious doubts trigger a Phase II investigation of up to 90 further working days ending in an Article 8 decision. Where a deal would harm competition, the Commission commonly accepts divestitures of specific brands, which is how many well-known brands changed owners.

Official site: competition-policy.ec.europa.eu/mergers_en · Regime: EU Merger Regulation (Council Regulation 139/2004; previously 4064/89)

A primer on this jurisdiction's merger regime is in preparation.