C-19/77
ECLI:EU:C:1978:19
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JUDGMENT OF 1. 2. 1978 — CASE 19/77
4. The clauses prohibiting exports infringement entailed a degree of constitute a form of restriction on gravity and to take this into account competition which by its very nature with regard to the provisions of jeopardizes trade between Member Article 15 of Regulation No 17. States. Consequently, the Commis sion was entitled to consider that the
In Case 19/77
MILLER INTERNATIONAL SCHALLPLATTEN GMBH, Quickborn, represented by Wolfgang Schlutius, Günter Espey, Hans-Ulrich Wilhelmi, Ulrich Fichterl, Claus-Detlev Brose and Helmut Baumeister, of the Hamburg Bar, with an address for service in Luxembourg at the Chambers of Robert Elter, notary, 11 Boulevard Royal
applicant, v
COMMISSION OF THE EUROPEAN COMMUNITIES, represented by its Legal Adviser, Norbert Koch, acting as Agent, with an address for service in Luxembourg at the office of Mario Cervino, its Legal Adviser, Jean Monnet Building, Kirchberg,
defendant,
APPLICATION for the annulment of the Commission Decision of 1 December 1976 relating to a proceeding under Article 85 of the EEC Treaty (IV/29.018 — Miller International Schallplatten GmbH),
THE COURT,
composed of: H. Kutscher, President, M. Sørensen and G. Bosco, Presidents of Chambers, A. M. Donner, P. Pescatore, Lord Mackenzie Stuart and A. O'Keeffe, Judges,
Advocate General : J.-P. Warner Registrar: A. Van Houtte
gives the following
MILLER v COMMISSION
JUDGMENT
Facts and issues
The facts of the case, the course of the provision in the following form at procedure and the conclusions, Clause IX (exports): submissions and arguments of the 'The customer shall as a rule refrain parties may be summarized as follows: from exporting goods supplied to him by us. In case of breach of this provision I — Statement of the facts we may cease supplying the customer who is in breach and may seek from Miller International Schallplatten him an indemnity in respect of any GmbH of Quickborn (hereinafter claim for damages brought against us in referred to as 'Miller') produces foreign countries.' records, tapes and cassettes which it After the Commission of the European distributes under the 'Europa' and Communities had intervened upon 'Sonic' labels. A third label, 'Somerset', receiving a complaint concerning the is no longer used, Miller chiefly manu export prohibition, Miller stated by a factures bargain-range long-playing letter dated 7 May 1975 that it would records. In order to distribute its not impose such an export prohibition products in Alsace-Lorraine Miller in future and would no longer enforce concluded an exclusive dealing expon prohibitions against its customers agreement with the undertaking where such prohibitions were contained Sopholest of Strasbourg. That in previously-concluded contracts. By a agreement, which was signed on 11 letter dated 3 November 1975 Miller June 1971, contains the following sent the Commission a revised version provision in Clause 5: of its terms and conditions of sale and 'No Miller products shall as a rule be payments in which the export exported from Alsace-Lorraine to other prohibition no longer appeared. countries.' By a Decision of 23 February 1976 the In its commercial relations with Commission initiated against Miller the domestic customers Miller applied until procedure laid down by Regulation No 31 July 1974 terms and conditions of 17/62 of 6 February 1962, the first regu sale containing the following Clause 9 lation implementing Articles 85 and 86 (exports) : of the EEC Treaty (Official Journal), 'No records on our labels may be English Special Edition 1959-1962, exported. If this provision is not p. 87). complied with, we may cease supplying On 1 December 1976, after Miller had the seller and may hold him liable for been heard pursuant to Article 19 (1) of any claims in damages brought against Regulation No 17 and to Regulation us in foreign countries in respect of No 99/63/EEC of 25 July 1963 on the such exports.' hearings provided for in Article 19 (1) Since 1 August 1974 the terms and and (2) of Council Regulation No 17 conditions of sale and payment (Official Journal, English Special applicable to all domestic and foreign Edition 1963-1964, p. 47), the customers have contained the same Commission adopted the decision
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relating to a proceeding under Article III — Conclusions of the parties 85 of the EEC Treaty. In Article 1 of that decision the The applicant claims that the Court should: Commission found that 1. Annul the Decision of the Commis The export prohibitions on recordings sion of the European Communities by Miller International Schallplatten dated 1 December 1976, notified on GmbH contained, until 7 May 1975, in 6 December 1976, relating to a the exclusive dealing agreement proceeding under Article 85 of the concluded by that undertaking on 11 EEC Treaty; June 1971, in its terms and conditions 2. Order the Commission of the of sale (domestic market) operating until 31 July 1974 and in its terms and European Communities to pay the costs; conditions of sale and payment in force from 1 August 1974 constituted Alternatively: infringements of Article 85 (1) of the 1. Appropriately reduce the fine fixed Treaty establishing the European by the Commission at 70 000 u. a. Economic Community.' (DM 256 200); In pursuance of Article 2 of the decision 2. Permit the applicant to pay the said a fine of 70 000 u.a., that is DM fine by instalments of an acceptable 256 200, was imposed upon Miller in amount, having regard to the strain respect of the infringements referred to on its liquid assets occasioned by in Article 1. The fine was to be paid investments and investment plans; within three months of notification of the decision. 3. Order the Commission to pay a pro portion of the costs. The decision of the Commission (IV/ 29.018 — Miller International Schall The Commission contends that the platten GmbH) was notified to Miller Court should: on 6 December 1976; it was published — Dismiss the application as in the Official Journal of the European unfounded; Communities on 29 December 1976 (Official Journal L 357, p. 40). — Order the applicant to pay the costs.
II — Written procedure IV — Submissions and arguments of the parties On 4 February 1977 the undertaking Miller lodged an application against the The applicant states that it sells its decision ofthe Commission. products principally on the German market. Since the repertoire is The written procedure followed the specifically German the opportunities normal course. for marketing its recordings are Upon hearing the report of the Judge- restricted, apart from a few insignificant Rapporteur and the views of the exceptions, to German-speaking Advocate General the Court decided to countries.
open the oral procedure without any Export operations are generally effected preliminary inquiry. The Court however through sole importers, not on the basis requested the applicant to produce its of any formal agreement but in the accounts for the years 1974 to 1976. context of well-established business The applicant replied that it was unable relations (for example in Belgium, to comply with this request. Denmark and Luxembourg). There are
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no commercial relations with the United recordings in the Federal Republic of Kingdom and Ireland. Germany the applicant states first that Within the Community written exclusive there are no exact figures for that dealing agreements exist only for France market. It is obliged to use the statistics and the Netherlands. published by the Bundesverband der Phonographischen Wirtschaft e. V. The applicant has submitted a table (Federal Association of the Recording dated 29 December 1976 (Annex 4 to Industry, hereinafter referred to as the the application) according to which 'BPW) which provide only limited infor export sales constitute 8.19% in terms mation since the members of that of volume and 6.77% in terms of value. association do not declare all their sales According to a survey of 29 December and sales effected by non-members as (Annex 5) the applicant exports chiefly well as figures for clandestinely to the following countries:
Denmark, produced records are unknown. the Netherlands, Belgium, France, Luxe mbourg, Italy, Sweden, Norway, It must therefore be conceded that the Finland, Switzerland and Austria. That market as a whole is considerably more survey (based on the position at the end extensive than that indicated by the of 1975) shows that 26.2% of exports figures of the BPW and the applicant's by value go to Austria and 23.4% to share of the market must accordingly be
Switzerland. The relatively important reduced. position occupied by the Netherlands In the terminology of the BPW, the (18.3%) on the export market is due to applicant's sound recordings must be the production and export to the placed in the category of bargain-range Netherlands of a special series of stories in Dutch for children. For the other recordings since the selling price to customers does not exceed DM 10. The Member States the proportion of applicant, however, maintains that it is exports is only 24.7% (Denmark 7.8%, impossible to consider that there exists a Belgium 5.9%, France 6.5%, Luxe market 'in bargain-range sound mbourg 3.5% and Italy 1.0%). recordings' within the general market in With regard to the composition of its sound recordings. The relevant market repertoire the applicant submits the is the general market in sound following figures (data relating to recordings and, furthermore, the market 1975): at the level of the common market. — Programme for children and young The applicant claims that the factual persons: 42.95%
conditions required by Article 85 (1) of — Light music (in German) : 44.75% the EEC Treaty are not satisfied in the — Light music (in English): 5.08% present case. In this connexion it refers to the case-law of the Court of Justice, — Serious music: 6.23% in particular to the judgment of 30 June — Documentary series: 0.98% 1966 in Case 56/65 Société Technique Minière v Maschinenbau Ulm ([1966] The first two categories are intended ECR 235) and maintains that trade exclusively for German-speaking between Member States has not been consumers. The only items which might appreciably affected.
According to the be dealt in outside German-speaking judgment of the Court of 9 July 1969 in regions are the categories covering Case 5/69 Volk v Vervaecke ([1969] 'serious music' and 'light music' (in ECR 295) an agreement falls outside English). the prohibition contained in Article 85 With regard to the position it occupies when it has only an insignificant effect on the general market in sound on the market, taking into account the
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weak position which those concerned of the entire domestic market in sound have on the market in the product in recordings at 3.75% in terms of value question. and 5.-15% in terms of volume. The applicant's share of exports by members A — The applicant's position on the of the BPW amounts to 2.66% (in market terms of volume). However, such percentages are of no evidential value The applicant maintains that it occupies whatever in relation to competition. only a weak position on the European In order to appraise the applicant's market as a whole. In particular the competitive position in the market in weakness of its position is clear from sound recordings the relevant market the following factors: must be delineated from the point of — on the European market in sound view of competition. recordings as a whole its share of The competitive relationships between the market can scarcely be expressed different sound recordings depends as a percentage, either in terms of upon the greater or lesser degree of volume or of value; their 'substitutability'. This latter is — it does not enjoy an appreciable determined by the requirements share of the domestic market in expressed by demand and may be sound recordings within the Federal indicated by the cross-elasticity of Republic of Germany. Its share, in demand in relation to the price. terms of value, is some 2.5%; its In 1975 recordings intended for share in terms of volume is probably children and young persons accounted well below 5%; for 42.27% of the applicant's total — since the applicant's repertoire is production. It may be conceded from almost entirely confined to the the outset that such recordings do not German language it is dependent on compete directly with recordings of categories of German-speaking classical music and light music. A consumers, which restricts its reduction in the price of such records flexibility; will not, because of the specific market for such records, involve an increase in — it has only limited capiul; it is the total demand at the expense of however in competition with under takings with extensive capital; records of classical or light music. It is equally unlikely that a reduction in the — it does not have its own subsidiaries price of records of classical or light which could support its sales policy; music will cause a slump in demand for — it operates on an extremely small recordings for children. Cross-elasticity advertising budget. of demand in relation to prices is minimal. The interchangeability of From the mere fact of the weakness of products in those two categories is not the applicant's position on the market it merely slight — they belong to different is clear that the market has not been markets. appreciably affected and that the The applicant's portion of the total sales conditions required by Article 85 (1) of of records for children (in 1975) on the the EEC Treaty are not satisfied. domestic market may be estimated at The defendant submits figures 25.54% in terms of volume and at concerning the applicant's sales for 15.33% in terms of value. The table 1975. On the basis of information submitted by the applicant (Annex 9 to supplied by the BPW for that year the the application) shows that the market defendant estimates the applicant's share in question is divided amongst 19
MILLER v COMMISSION
competitors and that the applicant including 45 rpm records; if the latter occupies the second position. are excluded this percentage is 3.22. The applicant's domestic sales and Furthermore, the applicant's production is characterized by the fact that it exports in 1975 constituted respectively 91.81% and 8.19%, in terms of units, consists almost entirely of 'cover' and 93.21% and 6.79%, in terms of versions, that is to say copies by unknown performers who remain value, of the total sales for that year. anonymous and copy, for a single fee, In its reply the applicant continues to international stars or well-known artists, maintain that there is no specific market adopting their vocal characteristics and for bargain-range recordings.
In fact words. The applicant's production is bargain-range products may to an classified in the category of bargain infinite degree be substituted for full range articles. price products. The two categories are not distinguished by the repertoire, the The defendant disputes the applicant's use to which they are put by the argument that full-price and bargain consumer, the method of manufacture, range products form the same market the persons who purchase them or the and that the two categories are infinitely technical or musical quality. The interchangeable.
If there were no differences it would be impossible to difference in price is accounted for simply by the fact that, as a matter of explain the existence of different prices. trade practice, recordings do not usually Furthermore, according to the figures of bear the high royalities payable to the the BPW concerning domestic sales for Gesellschaft für musikalische Auf 1975 the total sales of full-price führungs- und mechanische Ver products exceeded those of bargain vielfältigungsrechte (Society for Musical price products. If all the basic qualities Performance and Mechanical Repro of recordings of original works and duction Rights). The applicant further imitations were as similar, except for explains that cover versions amount to price, as the applicant maintains it only some 10% of its repertoire.
In any would be impossible to explain those event cover versions are not important, sale figures. with regard to the delineation of the It must be conceded that the demand relevant market. for original recordings and the demand With regard to recordings for children for recordings of imitations stems from the applicant states that the defendant is different consumers. The two markets mistaken both in its delineation of the are distinct; the demand for full-price market and in its calculation of the products is decidedly not elastic. share of the market. In fact, there is no The applicant's share of sales by market in sound recordings intended for members of the BPW on the domestic children. The applicant emphasizes that market of bargain-range recordings may it has abandoned the distinction be estimated at 22.06%; the actual pro formerly made between recordings for portion is somewhat less since the 'children' and recordings for 'young BPWs figures do not take into account people' and that it refers only to supplies to clubs, sales by means of recordings for young people. catalogues, recordings made to order Recordings for young people are to a and sales effected by non-members of very large extent interchangeable with
the BPW. The applicant's share, in light music in general. The purchasers terms of units, of exports by members of such records are chiefly adults who of the BPW amounted to 2.66% in give the records to children. Since 1975. That percentage was calculated adults know that children of some eight on the basis of members' total sales years old and over have a liking both
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for records of popular songs and for full-price recordings is that the former records of tales and adventure stories consist of recordings by unknown they often buy them records of songs artists, musicians or performers whilst instead of records of tales and the like. full-price recordings are made by In any case, even if the relevant market widely-known and famous stars and is considered as distinct, the applicant artists. disputes the figures put forward by the In the course of the administrative defendant. Finally, the number of procedure the applicant's representative competitors in this field is not restricted made a general statement expressly to 19. In this connexion the applicant describing as cover versions recordings refers to the undertakings listed in made by unknown artists. In its reply Annex 7 to the application which abo market sound recordings intended for the applicant clarified this concept and children. calculated that the proportion of cover versions to its total production is In conclusion the applicant claims that: around 10% whilst, according to its — The relevant market cannot be previous statement, its production delineated with any degree of consistedalmost entirely of cover certainty; versions.
— The limits should be wide rather Nevertheless it is unnecessary to than narrow having regard to the consider this question of definition in overlapping of areas of the greater deuil. In order to distinguish repertoire; between bargain-range recordings and — In delineating regional markets it is full-price recordings the important necessary to include at least factor is the extent to which the per German-speaking regions other than formers are well known, and the Germany; common factor in the applicant's — Even if the relevant market is suc repertoire is undoubtedly the fact that cessfully delineated it is impossible its performers are not well known. to establish exactly the applicant's The applicant's declarations concerning share of the market because no the calculation of production costs are reliable data exist. incomplete. It is able to maintain a low cost price for its recordings because it In its rejoinder the defendant repeats pays its artists a single fee. Furthermore, that if the whole market in sound full-price sales, unlike bargain-range recordings exists at all it is as a mere sales, are promoted to a not statistical entity. Such a delineation of inconsiderable degree by the artists the market is of no assistance with involved. The applicant naturally incurs regard to the competitive relationships no expense for such promotion, which between the various groups of sound could only be financed by charging recordings. higher prices. The outcome of this With regard to the market in bargain commercial policy is a recording which range sound recordings the defendant is deliberately distinguished from the emphasizes that although a difference in market in full-price recordings. By price does not constitute in itself a supplying recordings of unknown artists sufficient criterion for distinguishing a who are not 'big names' the applicant separate market, considerable diffe from the outset and as a matter of rences in price nevertheless indicate that principle abandons the considerable products sold at different prices are not category of purchasers who particularly interchangeable. The decisive difference prize the individuality of the interpreter between bargain-range recordings and and the originality of his work. For this
MILLER v COMMISSION
category of consumer there is no sociological aims. Their function gives substitute for the full-price recording; them a greater affinity to story books manufacturers of such recordings do and adventure books than to light not in principle encounter competition music. The criterion of the satisfaction from manufacturers of bargain-range of the need for entertainment — which recordings. The market shows that the is common to all — is too general to cross-elasticity of demand in relation to delineate the relevant market. prices for full-price records is infinitely weak in relation to bargain-price B — The importance of the prohibitions records. Even if the applicant further on exports reduced its prices it could not win over any purchaser seeking performances by The applicant considers that the famous artists. conditions appearing in the Notice of In conclusion, the defendant states that the Commission of 27 May 1970 full-price records and bargain-range concerning Agreements, Decisions and records are not offered for sale on the Concerted Practices of Minor same market. Each of those two cate Importance which do not fall under gories of product has its own specific Article 85 (1) of the Treaty establishing market. Competition between sellers of. the European Economic Community the two categories of product is in (Journal Officiel C 64 of 2 June 1970, principle precluded; competition p. 1) are satisfied in the present case: between sellers of one and the other the contested prohibitions on exports category of product takes place only in have not had any effect on market unusual situations (sales at a loss or if conditions within the common market.
there is no bargain-range product on With regard to the clause contained in the market). The applicant's share of the general conditions of sale the the market in its capacity as a manu applicant states that the kind of facturer of bargain-range sound businesses run by its customers on the recordings must thus be calculated on domestic market (for example large the basis of all sales of bargain-range stores, supermarkets, rack jobbers and sound recordings and not of sound other retail undertakings) precludes any recordings in general. export operations. Even the wholesalers With regard to the question whether supplied by the applicant cannot be there is competition between recordings considered as exporters to other Member States. for children and young persons, on the one hand, and light music, on the other, Any economic interest which German the defendant considers that the only customers might have in exporting is important factor is whether the two cate precluded because the prices charged to gories of product answer the same need. German customers are some 20%
The repertoire produced by the higher than the free-at-frontier selling applicant (Annex II to the reply) shows price for Germany. that the programme, containing tides of The prohibition on exports included in material which is spoken and sung, is the exclusive dealing agreement with chiefly directed at the very young, Sopholest have likewise had no effect whilst the spoken word recordings are on market conditions. That undertaking also intended for older children. The has displayed no interest in exporting to sound recordings are not directed solely other countries. Nor have its operations at the need to enteruin children; they ever been impeded by the existence of require concentrated listening and also the clause in dispute. Sopholest has have educational, moral and indeed resold products in Switzerland
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and Austria without being penalized by exports, the wholesalers (12), exporters the applicant. This last fact shows that (6) and foreign customers (30) are still the prohibition on exports had no effect in a position to effect exports. The on the market. prohibitions on exports stipulated with The prohibitions on exports did not regard to such customers have a dual have as their object or effect the function. On the one hand, they protect the outlets of distributors bound by restriction of competition. According to the applicant the facts of the case show contract to the applicant against other that it did not seek to restrict contractual distributors, other foreign competition, and in particular that it did importers, domestic exporters and not conclude agreements containing a wholesalers. On the other hand, they general prohibition on exports with its protea the applicant's domestic market exclusive dealers in foreign countries. against direct re-exports by distributors Such a prohibition was stipulated solely under contraa and foreign importers with, and at the express request of, the and against the indirect re-export of undertaking Sopholest. The applicant products which might be distributed by was not furthering its own interests; exporters and wholesalers on certain that it did not endeavour to restrict foreign markets. trade between Member States is clear The incidence of the protection of the from the very fact that it did not take domestic market must be appraised not measures to prevent the delivery of in terms of the position of the applicant indirect supplies to foreign countries, within the common market as a whole for example those effected from Alsace- or in certain export markets but in Lorraine to Switzerland and Austria. terms of its position in the domestic market itself. In order to appraise the existence in the present case of the 'effect' it is necessary In appraising the incidence of the to take into consideration the actual protection of the markets of distributors effects which the agreement had on the bound by contraa it is necessary also to market. take account of the competitive power The applicant recalls that its German of the applicant on the domestic market. customers were not, or were not in a That power may be expressed as a share position to be, interested in exporting. of the market of more than 20% in
The clause appearing in the general respect of sound recordings intended terms and conditions of sale accordingly for children or sold in the bargain-range did not produce any effect on the and enables the applicant to maintain its market. The prohibition on exports laid export sales prices by way of its down with regard to Alsace-Lorraine domestic sales. likewise did not in fan restrict In both cases the geographically competition for the reasons set out relevant market is that of the Federal above. Republic of Germany. The defendant observes that the With regard to prices the domestic incidence of prohibitions on exports is wholesale trade suffered discrimination determined by the competitive position in relation to domestic exporters, and power of the applicant on the geo foreign distributors bound by contraa graphical market which the prohibitions and importers. In fact the export prices are intended to protect. charged by the applicant were between Although certain categories of the 10 and 32.56% below its prices to applicant's customers, by reason of the wholesalers, that is, wholesale prices are kind of business which they conduct, now 48% higher than export prices. are not particularly interested in The defendant has not relied on this
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discrimination to deduce any music and of English light music and infringement by the applicant of cartel the proportion of German titles in those law. The defendant does however object exports cannot be explained solely by to the applicant's reliance upon this the fact that German is better distinction to infer a lack of incidence understood in the border areas. With in relation to the prohibitions on regard to light music and in particular exports imposed on wholesalers. records from the hit parade and folk 'Wholesalers may certainly have music understanding of German is encountered genuine difficulties in merely a subordinate factor. exporting but the applicant itself caused them since it denied the wholesale trade Furthermore, foreign purchasers may be regarded as potential distributors of the preferential treatment with regard to applicant's products on the applicants' export prices. domestic market.
Taking into account If the level of prices on foreign markets the differences in the prices charged by is such that the wholesale trade cannot the applicant this factor is of decisive reasonably export, the prohibition on importance. exports and the refusal to grant The defendant considers that the wholesalers the export sale price applicant is confusing the intention to produces the same economic result, restrict competition and the interests namely the separation of the two served by a 'voluntary' restriction of channels of distribution. The higher competition.
Even if it is supposed that selling price charged on the domestic the applicant stipulated the prohibitions market and the prohibition on exports on exports in response to the wishes of constituted two facets of the same sales its customers it nevertheless remains the policy; whilst in cartel law price case that such provisions were in fact distinctions in themselves are not intended to protect certain markets and suspect this is no longer the case when that the applicant agreed to those they are combined with a prohibition on prohibitions in the interests of pur
exports. chasers who were bound to it by With regard to foreign purchasers' contract. Furthermore, the facts as a interest in exports the defendant whole indicate that the prohibitions on considers that they perhaps displayed no exports served the applicant's interests. interest themselves in export oppor The applicant had a dual objective: tunities on neighbouring markets. On — It wished to protect the markets of the other hand, it is clearly very much distributors bound to it by contraa in their interest that other persons in order to encourage them to should refrain from exporting onto their undertake essential investments. own market.
Whilst such customers did Because of the relative weakness of not perhaps have a positive interest they the applicant's position on foreign certainly had a negative interest, which markets and of the difficulty which it explains their wish to conclude experienced in finding agents it is to agreements prohibiting exports. a certain degree dependent on those Finally, the defendant disputes the line distributors. That is why it adopted of argument which the applicant bases as its own the interest of those pur on the German language repertoire. The chasers in obtaining territorial percentages exported to the Member protection and laid down conditions States Denmark, France, Belgium and in its contracts prohibiting exports. Luxembourg, for example, are not In addition, the prohibitions on
negligible. Those exports do not consist exports imposed upon wholesalers exclusively of recordings of classical were likewise intended to protect the
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markets of foreign distributors under burdened with average distribution costs contract. which are some 33 pfennig higher, — Secondly, because of the differences which is approximately the amount by between selling prices on the which the selling price abroad for domestic and foreign markets the Europa records is exceeded by the price applicant was of necessity interested charged on the domestic market (DM in preventing the re-introduction of 0.30). There can thus be no question of its products onto its domestic 'maintenance', as the defendant alleges. market. Likewise the applicant is not trying through the disputed clause to protect Finally, there is likewise no doubt that markets in which the level of prices differs. It has never endeavoured in the prohibitions on exports had the effect of restricting competition: the fan previous years to prevent re-expor that the applicant was able for years to tations from or re-importations into the maintain its system of price-differentials Federal Republic. In fan it has never on the various markets is sufficient used the device of vertical price fixing proof of this. which might be prompted by that interest. The prices have never been In its reply the applicant disputes the other than recommended prices, with contention that it practised a system of the result that there are no uniform price-differentials and price main tenance. prices in sales to final consumers on the German market. It is true that its domestic prices are higher than selling prices abroad. Thus In short, the clauses prohibiting exports the domestic wholesale price for Europa contained in the general terms and recordings (which by themselves conditions of sale as printed did not constitute 94% of sales by volume) arise from a sales system based on amounts to DM 3 whilst the selling prohibitions on exports but really price to foreign importers is only DM constituted an insignificant formality. 2.70. However, this difference in price is Likewise the parties did not intend that the clause contained in the contraa simply due to the fact that selling prices abroad contain a lower element of with the undertaking Sopholest should costs, for the following reasons: be of any practical importance. — Foreign customers, unlike domestic The applicant continues to maintain that for various reasons its customers as a customers, have no right to exchange whole were not at all interested in the product; exports. With regard in particular to — The applicant does not undertake wholesalers, the applicant states that publicity or sales promotion abroad their lack of interest in exports is to be and only the domestic cost price is explained principally by problems of burdened with such costs; technical implementation, of organi — Representation costs are not incurred zation, language and staff which also in relation to foreign business, apart affect the wholesale trade since it is not from occasional visits to foreign specifically organized with a view to customers. exports.
Furthermore, wholesalers are not According to a table submitted as interested in exports in view of the Annex 13 to the reply, distribution costs profit margin (see above). on the domestic market amount to DM 0.4302 per unit as opposed to DM Exporters established in the Federal 0.0943 per unit abroad. The cost price Republic are likewise not affected by on the domestic market is thus the contested clause since they receive
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the goods from the applicant for the exception constituted restrictions on very purpose of exporting them. competition within the meaning of Whilst foreign customers (amounting in Article 85 of the EEC Treaty. The all to 30 importers) have in certain defendant considers that any influence circumstances a 'negative interest' in the under a contraa brought to bear on the freedom of action and decision of under prohibition on exports this constitutes an entirely passive wish which is not in takings must be considered as a the nature of a restriction of restriction on competition and there is a competition. whole range of such influences Foreign importers are not themselves extending from absolute prohibition to a basically interested in an active export mere obligation to notify. In the present trade to other countries and are case, according to the express interested chiefly in supplying their own statements of the applicant, those national market. Whilst this is the concerned wished to avoid as far as
position in principle, they are not possible an uncontrolled proliferation of prevented from effecting occasional exports. It may well be that the exports when the opportunity arises, exclusive distributors were to remain which shows that their freedom to free to export, but they were liable to be decide whether to export has not been subjected to a check which might be impeded. insututed, if necessary, to prevent 'prol iferation'. Likewise, foreign customers are not interested in re-exporting. In this With regard to differences in price connexion the applicant recalls that it according to the markets involved, the has never had a specific interest in defendant remarks, first, .that the preventing such re-imports or re-exports statement concerning the right of (see above). exchange is contrary to the terms and Finally, German customers also have no conditions of sale and payment, since interest in re-imports since there are Clause VII (complaints, exchange and many disadvantages in obtaining compensation) does not draw any supplies by way of re-imports, namely: distinction between domestic and
— Foreign customers do not purchase foreign customers. the complete range of products; The reference to differences in distri — Customers do not enjoy the right to bution costs is furthermore irrelevant. In exchange articles in foreign fact it is of little importance with regard transactions; to the market to establish the basis of
— Domestic customers do not thereby regional variations in the prices charged obtain any publicity material; by a seller. When such differences exist — The profit-margin remaining after purchasers go to the cheapest source of re-importation is not significant supply. This tendency to exploit because the foreign supplier adds his differences in price ultimately leads to own expenses and his profit to his an alignment of prices. Bearing in mind the natural forces of the market an purchase price. appreciable difference in prices cannot The defendant observes in its rejoinder be maintained unless the seller retains that the statements made by the control of the distribution network and applicant in the course of the is thus capable of separating the various administrative procedure showed that it price-areas. A difference of 10% is clearly believed that only stria prohi sufficiently large to bring those forces bitions on exports applicable without into operation.
JUDGMENT OF t. 2. 1978 — CASE 19/77
Finally, the defendant disputes the refers to its previous statement. With applicant's line of argument which relies regard to the alleged disadvantages of on the absence of vertical price fixing to the re-export trade it submits the deny that it has an interest in protecting following observations: its domestic market. The point at issue — Foreign customers are in no way here is not the protection of the prevented from purchasing the applicant's customers but the sole complete range in order to sell or interest of the applicant itself in main supply it to German purchasers; taining its selling prices on the German — Since there is no distinction in terms
market. A fall in the selling price to the final consumer would not trouble the of trading conditions between applicant as long as it can itself sell the German customers and foreign product at DM 3. However, if its customers both accordingly enjoy the foreign customers were to re-export same rights; onto the domestic market and sell at — In the majority of cases German prices below those charged by the customers do not require selling aids German wholesale trade the selling because they have them already, but prices charged by the applicant to the foreign customers can nevertheless wholesalers would be affected. request that delivery should include Wholesale traders naturally insist on selling aids; obtaining the same benefits with regard — The profit margin of 10% is very to price as their foreign competitors. attractive, especially as the German The question of the interest of certain wholesale trade must, like foreign categories of customers in exporting is suppliers, include costs and profits in ultimately irrelevant. If the applicant's its calculations. views on this point were to prevail the applicability of the prohibitions of C — Article 15 (2) (a) of Regulation agreements would depend upon the No 17 motives of the parties concerned.
A potential interest in taking action on the The applicant claims in the alternative part of the party whose conduct is that, in the absence of misconduct, restricted and the mere existence of the Article 2 of the contested decision must obligation to refrain from that course of be annulled, even if there was an action is evidence of such an interest. infringement of Article 85 (1) of the Furthermore, the defendant disputes the contention that the wholesale trade is EEC Treaty.
In particular it did not act confronted with insurmountable diffi intentionally. The prohibition on exports contained in the terms and culties. conditions of sale were nothing more With regard to the handicap constituted than a formality and the prohibition by the higher domestic price the contained in the 'Alsace-Lorraine' defendant recalls that the applicant itself contraa was merely a concession of a is responsible for this. The wholesale formal nature granted at the request of trade does not receive export refunds the undertaking Sopholest.
The clauses for products which it may export. It is in dispute have no practical significance indeed clear that the applicant cannot so far as the applicant is aware. on the one hand impose restrictions on If the applicant were accused of exports and on the other offer export misconduct by way of negligence the refunds. fine would have to be considerably With regard to the interest of foreign reduced, if only because of the purchasers in exports the defendant applicant's lesser degree of liability.
MILLER v COMMISSION
In the present case, however, no provided for in the terms and conditions negligence has occurred. In 1971 the of sale were applied for the first time. applicant, which at that time was a It considers it unnecessary to disprove very small undertaking, was almost every argument relied upon by the wholly ignorant of Community law. When it amended its terms and con applicant to deny the seriousness of the infringement. Nevertheless, with regard ditions of sale in 1974 it could perhaps to the number of prohibitions on have learned something regarding exports, it must be emphasized that the prohibitions on exports if it had been a terms and conditions of sale and member of the relevant trade payment which were brought into associations, if it had had a legal operation from 1 August 1974, and department or perhaps even an consequently Clause IX thereof, were economic policy department. However, applied without distinction to all it had never had an organization of that customers, domestic and foreign. With nature. regard to the absence of penalties the In the present case there has not been a defendant refers to paragraph 22 of the serious infringement of Article 85 of the contested decision in which account is EEC Treaty, as is shown by: taken of this factor.
— The absence of wrongful intent; Concerning the amount of the fine the defendant observes that a fine — The lack of incidence on the market, or at any rate the minimal nature of amounting to 0.73% of the applicant's turnover is of a low order in terms of the effects on the market; the discretionary power which it enjoys — The fact that no penalty was applied; and it cannot be accused of misuse of — The very small number of that power. prohibitions on exports. In its reply the applicant sets out the following new facts to show that it is Finally, if it were possible to maintain in not at fault: the investigation of papers the present case that there has been an previously filed away has revealed that infringement due to misconduct through the applicant, by a letter of 25 negligence, that infringement cannot September 1973, instructed a lawyer to have been committed earlier than the check the legal aspects of the terms and new version of the terms and conditions conditions of sale and payment which it of sale printed in 1974. Consequently had previously applied. On 14 the scale of magnitude for the November 1973 the applicant's legal assessment of the fine should be adviser sent it the general conditions reduced by at least three-fífths. containing the disputed clause Since the applicant's policy of low prohibiting exports. The lawyer did not prices leaves only a narrow profit indicate that that clause might be margin a fine amounting to some 0.73% unlawful and that it would be necessary of its turnover would constitute an in certain circumstances to obtain extremely heavy burden. It accordingly negative clearance from the requests the Court to reduce the fine Commission. Such being the case it considerably or even to annul it. cannot be maintained that the applicant The defendant considers that as a whole is at fault since it was entitled to rely on its legal adviser; it is more a case of the circumstances of the present case show that the undertaking corresponded excusable ignorance. to the applicant's wishes and that it was If the Court of Justice does not in fact a factor in its sales policy from the point annul the decision of the Commission when the prohibition on exports on the ground that there are no factors
JUDGMENT OF 1. 2. 1978 — CASE 19/77
constituting a restriction of competition prohibition in November 1973. The or on the ground that there is no regular consultations which it held with misconduct, nevertheless the amount of its legal adviser during the same period the fine should be reviewed in favour of provided it with the opportunity to the applicant and appreciably reduced. clarify the position. The fact that the In this connexion regard should be had legal adviser said nothing regarding the to the new factors which have been put compatibility of the prohibition on forward in the course of the written exports with the law in force does not procedure. suffice to change the positive, general The defendant contests this new knowledge of a prohibition into an argument both from the point of view error not entailing misconduct with of substance and from that of regard to that prohibition. For that to procedure. be the case it would at least have been necessary expressly to extend the consul With regard to procedure this argument constitutes a fresh issue within the tation to cover the prohibition on meaning of Article 42 (2) of the Rules exports.
of Procedure of the Court of Justice. If When the opinion of the legal adviser the applicant had put forward those was obtained the applicant must have factors in the course of the hearing the been surprised that the adviser did not defendant would have opposed them comment on this matter. A person who with detailed arguments. In the interests in such circumstances relies upon silence of establishing the truth the defendant is not only guilty of serious negligence would not in principle have objected, but also acts, in some degree at least, even though the issue has been raised intentionally. out of time, to an explanation during the course of the proceedings. It nevertheless considers that the fresh V — Oral procedure issue is indefensible. The course of events shows that it The parties presented oral argument at the hearing on 27 October 1977. cannot be maintained that the applicant was in error regarding the prohibition. The Advocate General delivered his According to its own statement it was opinion at the hearing on 10 January aware in general, if not in detail, of the 1978.
Decision
1 By an application which was received at the Court on 4 February 1977 the undertaking Miller International Schallplatten GmbH (hereinafter referred to as 'Miller'), having its head office in Quickborn near Hamburg, instituted proceedings against the Commission Decision of 1 December 1976 relating to a proceeding under Article 85 of the EEC Treaty (Official Journal, L 357/40) in which it was found that the prohibitions on the export of records, tapes and cassettes inserted by Miller in an exclusive dealing agreement and in its terms and conditions of sale constituted infringements of Article 85 (1) of the Treaty and a fine of 70 000 u.a. (being DM 256 200) was imposed upon the undertaking.
MILLER v COMMISSION
The applicant claims that this decision should be annulled or alternatively that the fine should be annulled or reduced.
2 The file indicates that the applicant produces sound recordings (records, cassettes and tapes) which it sells chiefly on the German market, exporting only a limited proportion of its production, partly to Community countries and partly to third countries.
Its production consists chiefly of bargain-range sound recordings and a considerable proportion, more than 40%, is made up of records for children and young persons.
It sells its products to wholesalers, newsagents and rack-jobbers, department stores, retailers and supermarkets and, in the case of exports, either to exclusive importers established abroad or to German exporters.
3 The applicant's behaviour, which resulted in the contested decision, is not disputed as to the facts but the parties differ as to the appraisal of the effects of that behaviour and, consequently, of its gravity.
4 It is common ground that on 11 June 1971 the applicant concluded an exclusive dealing agreement with the undertaking Sopholest of Strasbourg for the distribution of all of its products under the 'Europa' and 'Somerset' labels within Alsace-Lorraine, which agreement included at Clause 5 the following provision: 'No Miller products shall as a rule be exported from Alsace-Lorraine to other countries'.
It is also common ground that the applicant, in its commercial relations with customers established in the Federal Republic of Germany, applied until 31 July 1974 terms and conditions of sale containing in Clause 9 (exports) the following provision: 'No records on our labels may be exported. If this provision is not complied with, we may cease supplying the seller and may hold him liable for any claims in damages brought against us in foreign countries in respect of such exports'.
After 1 August 1974 the applicant applied new terms and conditions of sale and payment to its foreign and German customers, Clause LX (exports) of which was worded as follows: The customer shall as a rule refrain from exporting goods supplied to him by us. In case of breach of this provision we may cease supplying the customer who is in breach and may seek from him an indemnity in respect of any claim for damages brought against us in foreign countries'.
JUDGMENT OF t. 2. .1978 — CASE 19/77
5 Further, it has been established that Miller charged its German customers prices differing sharply from the export prices, the latter being lower than the prices charged to wholesalers and much lower than the prices of products supplied to department stores, retail trade organizations, retailers and private consumers.
6 Although the applicant does not dispute that these facts are substantially correct it nevertheless maintains that they cannot have appreciably affected trade between Member States in view of the insignificance of the under taking on the market in sound recordings, the nature of its products, which are chiefly intended for the German-speaking public, and the nature of its customers.
It concludes from these factors that, whilst it is true that the prohibitions on exports are not compatible with the nature of a common market, it cannot be charged with infringement of the provisions of Article 85 (1) of the Treaty.
Furthermore, it maintains that in its particular case those prohibitions on exports did not correspond to a blameworthy objective but were merely adopted at the wish of its co-contractors, their purpose being 'purely visual and psychological'.
7 In this connexion it must be held that, by its very nature, a clause prohibiting exports constitutes a restriction on competition, whether it is adopted at the instigation of the supplier or of the customer since the agreed purpose of the contracting parties is the endeavour to isolate a part of the market.
Thus the fact that the supplier is not strict in enforcing such prohibitions cannot establish that they had no effect since their very existence may create a 'visual and psychological' background which satisfies customers and contributes to a more or less rigorous division of the markets.
The market strategy adopted by a producer is frequently adapted to the more or less general preferences of his customers.
Consequently Miller's statement that the disputed prohibitions originated in the wishes of its co-contractors rather than its own unilateral and pre meditated strategy, even if it is correct, cannot allow its behaviour to escape the prohibitions contained in Article 85 (1) of the Treaty.
MILLER v COMMISSION
The adoption by Miller of a prohibition on exports both in its contraa with the undertaking Sopholest and in its terms and conditions of sale must be assessed in this light.
The incidence of the prohibition of exports on intra- Community trade
8 First, Miller relies upon its weak position on the market in question and the 'derisory’ proportion of the total market formed by its production in order to maintain that its behaviour cannot have affected intra-Community trade.
9 However, according to the dau produced by it in the course of the administrative procedure its share of the total market in sound recordings in the Federal Republic of Germany was assessed for 1970 at 5.19%, for 1971 at 5.05%, for 1972 at 4.91%, for 1973 at 5.87%, for 1974 at 5.05% and for 1975 at 6.07% in terms of volume of sales.
It is not disputed that it specializes in the production of bargain-range long- playing records and music cassettes and, within that category, in particular in the production of sound recordings for children and young persons, so that its share of the market in bargain-range recordings and those for children may be expressed as appreciably higher percentages.
Finally, it is not disputed that for 1975 Miller's sales amounted to a total of DM 34 376 167 for the domestic market and exports.
In the course of the procedure, during lengthy debates concerning the per centages, the applicant maintained that it was impossible to obtain accurate statistical dau concerning the market in question, that the figures must accordingly be treated with caution and that they give an excessively favourable impression of its position on the market, but this argument cannot affect the substance of the said dau.
10 In assessing Miller's position on the market it is necessary to pay particular attention to the market of the Federal Republic of Germany, if only because, as Miller itself has stated, its production programme is directed principally at a German-speaking public.
The parties disagree as to whether, in determining the relevant market, reference must be made, as the applicant maintains, to the whole market in sound recordings, or whether, as the Commission suggests, it is necessary to distinguish first a market for full-price recordings on the one hand and a
JUDGMENT OF t. 2. 1978 — CASE 19/77
market for bargain-range recordings on the other and, further, to distinguish a separate market for children and young persons.
Within the context of the present dispute this point need not be settled because it is evident that Miller's sales constitute a not inconsiderable pro portion of the market and that it specializes in the production of certain distinct categories for which it occupies a position on the market which, if not strong, is at any rate important.
In this connexion it must accordingly be concluded that Miller, far from being comparable to the undertakings concerned in the judgments of 30 June 1966 (Technique Minière v Maschinenbau Ulm, Case 56/65 [1966] ECR 235), of 9 July 1969 (Volk v Vervaecke, Case 5/69 [1969] ECR 295) and of 6 May 1971 (Cadillon v Höss, Case 1/71 [1971] ECR 351), is an under taking of sufficient importance for its behaviour to be, in principle, capable of affecting trade.
11 Miller adds that, nevertheless, its behaviour cannot affect intra-Community trade because its programme is largely intended for a German-speaking public and can be of only marginal interest to the public in other Member States.
12 It is unnecessary to establish the extent to which this statement is accurate since it is sufficient to find that Miller has concluded contracts for exports to other Member States and has in fact exported a part, albeit a relatively minor part, of its production to those States.
Nevertheless, such exports appeared to Miller and to certain of its customers as being of sufficient importance to justify adopting the clauses in dispute.
Furthermore, the importance of Miller's German market led it to protect that market against the re-importation of products exported at low prices.
13 Finally, Miller continues to maintain that neither its German customers nor its exporters or foreign customers were interested in intra-Community trade, so that the prohibitions on exports did not interfere with their freedom of competition.
Furthermore, the higher prices charged to resellers resident in the Federal Republic of Germany in themselves rendered exports to the other Member States unprofitable.
MILLER v COMMISSION
14 Arguments based on the current situation cannot sufficiently establish that clauses prohibiting exports are not such as to affect trade between Member States, even if it were possible to establish beyond reasonable doubt the accuracy of such general statements, since that situation may vary from one year to the next in terms of changes in the conditions or composition of the market, both in the common market as a whole and on the various national markets.
Furthermore, as has already been observed above, the fan that resellers, as customers of the applicant, prefer to limit their commercial operations to more restricted markets, whether regional or national, cannot justify the formal adoption of clauses prohibiting exports, either in particular contracts or in conditions of sale, any more than the desire of the producer to wall off sections of the Common Market.
Finally, the existence of the clauses in dispute has at least assisted Miller in maintaining its policy of lowering expon prices.
15 It is clear from the foregoing as a whole that the clauses in dispute were such as to affect trade between Member States.
Miller indeed alleges that the Commission should have established that those clauses had an appreciable effect on intra-Community trade but that argument cannot be accepted.
In prohibiting agreements which may affect trade between Member States and which have as their object or effect the restriction of competition Article 85 (1) of the Treaty does not require proof that such agreements have in fact appreciably affected such trade, which would moreover be difficult in the majority of cases to establish for legal purposes, but merely requires that it be established that such agreements are capable of having that effect.
The Commission, basing its assessment on Miller's position on the market, its scale of production, ascertainable exports and price policy, has provided appropriate proof that in fact there was a danger that trade between Member States would be appreciably affected.
16 The contested decision was thus justified in its finding that in the contested clauses prohibiting exports Miller infringed the provisions of the said article.
Consequently, the application must be dismissed in so far as it is directed against Article 1 of that decision.
JUDGMENT OF 1. 2. 1978 — CASE 19/77
The fine
17 The applicant has requested in the alternative that the fine of 70 000 u.a. should be annulled or reduced.
It has maintained that it did not intentionally commit the infringements of which it is accused and furthermore that those infringements were not serious.
It claims that in adopting the clauses prohibiting exports it did not intentionally infringe the prohibitions contained in Article 85 (1) of the Treaty.
This lack of awareness is said to be demonstrated by the opinion of a legal adviser consulted by the applicant concerning the drafting of its terms and conditions of sale, which opinion, produced as an annex to its reply, does not mention the fan that a clause prohibiting exports might be incompatible with Community law.
18 As is clear from the foregoing as a whole, the clauses in question were adopted or accepted by the applicant and the latter could not have been unaware that they had as their object the restriction of competition between its customers.
Consequently, it is of little relevance to establish whether the applicant knew that it was infringing the prohibition contained in Article 85.
In this connexion the opinion of a legal adviser, on which it relies, is not a mitigating factor.
It must thus be held that the acts prohibited by the Treaty were undertaken intentionally and in disregard of the provisions of the Treaty.
19 With regard to the gravity of the infringement, the clauses prohibiting exports constitute a form of restriction on competition which by its very nature jeopardizes trade between Member States.
Consequently, the Commission was entitled to consider that the infringements which it found were of a certain gravity and to take this into account with regard to the provisions of Article 15 of Regulation No 17.
20 The applicant has further maintained that the amount of the fine is extremely burdensome for an undertaking of its nature.
MILLER v COMMISSION
21 Nevertheless, by its refusal to produce its accounts, which the Court requested, it has prevented verification of this statement.
22 It follows that the application in respect of Article 2 of the contested decision is not well founded and accordingly must also be dismissed.
Costs
23 Under Article 69 (2) of the rules of procedure the unsuccessful party shall be ordered to pay the costs if they have been asked for in the successful party's pleading.
The applicant has failed in its submissions.
It must accordingly be ordered to pay the costs.
On those grounds,
THE COURT,
hereby:
1. Dismisses the application as unfounded;
2. Orders the applicant to pay the costs.
Kutscher Serensen Bosco
Donner Pescatore Mackenzie Stuart O'Keeffe
Delivered in open court in Luxembourg on 1 February 1978.
A. Van Houtte H. Kutscher
Registrar President