a print ad, which shows our three rival delivery folks standing outside a school with loads of diet drinks, juices, teas, and bottled waters. Just above the logos of Coca Cola, Pepsico, and Dr. Pepper Snapple, the text reads:Together, we’ve replaced full-calorie soft drinks in schools with lower-calorie choices.
America’s beverage companies have teamed up to remove full-calorie soft drinks from schools. And we’ve replaced them with lower-calorie and small portion-sized options like juices, teas and waters — reducing beverage calories by 88%. Together with schools, we’re helping kids make more balanced choices every day. Learn more at Ameribev.org.
The actual agreement among the beverage manufacturers doesn’t just remove sugary sodas from schools. It also limits the sizes of the “healthy” drinks sold at schools. In elementary schools, juice and milk drinks cannot exceed 8 ounces. In middle school, the limit is 10 ounces. In high schools, it rises to 12 ounces. Sixteen ounce offerings are forbidden in all schools.
How can this arrangement not run afoul of the antitrust laws? Section 1 of the Sherman Act forbids any contract, combination, or conspiracy (i.e., any agreement) that unreasonably restrains trade. The Ameribev pact amounts to an agreement among competitors to limit market output — i.e., to “restrain trade” that otherwise would occur. The only legal question, then, is whether that trade restraint is “reasonable.”
Under current precedent, I think the arrangement could be prosecuted as an antitrust violation. (Which is not to say that it would; the FTC/DOJ exercise a considerable amount of prosecutorial discretion.) Who in their right mind would want to stop private corporations from voluntarily undertaking a responsibility for public health? Thom's question points to an underlying problem with antitrust theory -- namely, that it emphasizes competition among groups over cooperation within groups as a driver of consumer benefit.
This atomistic conception of competition is derived from an axiom of economic (and, more broadly, social scientific) theory called methodological individualism. In its strongest form, methodological individualism reduces any model of society to an atomistic interaction among individuals. Methodological individualist theories of competition are at the root of many neoclassical economic theories of antitrust law. They are an important part of the explanation for why competition among individuals is given priority over cooperation within groups. Because of methodological individualism, many economists and policymakers are simply blind to the ways in which cooperation within a group can achieve social benefits impossible through atomistic interactions among individuals. Organizations literally reshape individual behavior through (voluntary or, in some cases, involuntary) constraints through group rules.
Thom also mentions the Professional Engineers case. Remember when lawyers, accountants, engineers, and other professionals used to show loyalty to their profession? Antitrust law is partly to blame for discouraging those prosocial norms, and thus indirectly to blame for the deterioration in ethics that have dogged professionals. The alternative explanation that professional ethics have deteriorated due to an increase in diversity in the profession is ahistorical, and even racist. Our professional groups have had to deal with an influx of new cultures and ideologies for long enough to discredit such an alternative explanation.
The language of the Sherman Act is so broad on its face that it has never been interpreted literally. As the Supreme Court has said on many occasions, including most recently in American Needle, read literally, the Sherman Act would proscribe any commercial contract.
The judicial system is the most natural mechanism for antitrust reform, for it is the mechanism that permits experimentation with different theories, which can be tailored to impact only particular companies or industries rather than being applied across the board. That's part of why Alexander Hamilton called it the "least dangerous branch."
Let's hope that as more and more scholars and practicing lawyers recognizing the need for (what Thom calls "prosocial") commitments among groups, that judges in turn will recognize the importance of these commitments to the creation of wealth and happiness within our economy.
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