ИСТИНА

The development of digital markets around the world reveals a trend of increasing position of big technology companies. By applying up-to-date innovations, Big Tech companies can accumulate huge amounts of data and then process it, which in the end is a sought-after product known as Big Data. There is no one single approach to Big Tech companies' operations. Doubts arise about maintaining fair competition in digital markets, while online platforms and larger tech companies hold the concentration of market power. It should be noted that there is a need to define legal criteria for the connection between the market power of Big Tech companies, especially online platforms, and their anti-competitive actions. The leadership of Big Tech companies in digital markets must be considered through antitrust law. Thus, a doctrine of "Big Data dominance" should be developed, justifying why Big Tech companies as online data platforms should be regulated under antitrust law. Big Tech companies' activities as online data marketplaces generate certain network effects that need to be taken into account when developing new criteria for dominance in digital markets.