Regulating Self-Preferencing in China: Towards a Lenient Approach

This article examines the regulatory approach to self-preferencing by digital platforms in China, arguing for a lenient rather than stringent framework. Through comparative analysis of international casessuch as the EU s structural interventions and the behavioral remedies adopted in South Korea and the United Statesthe study highlights the risks of strict regulation in stifling innovation, disrupting ecosystem synergies, and undermining data-driven efficiency gains. It further explores how consumer heterogeneity, particularly between loyal and switching consumers, naturally constrains abusive self-preferencing. The article concludes that China should embrace conduct-based regulatory tools such as algorithmic transparency and cross-platform comparability to foster fair competition while preserving platform dynamism, aligning with both domestic market conditions and global digital governance trends.