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Shell Licence [1994] IECA 327 (19th May, 1994)
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[1994] IECA 327
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Shell Licence [1994] IECA 327 (19th May, 1994)
COMPETITION
AUTHORITY
Notification
No. CA/263/92E - Shell Licence
Decision
No. 327
Price
£1.30
£1.80
incl. postage
Competition
Authority Decision of 19 May 1994 relating to a proceeding under Section 4 of
the Competition Act, 1991.
Notification
No. CA/263/92E - Shell Licence
Decision
No. 327
Introduction
1. Notification
was made to the Competition Authority with a request for a certificate, or
failing the issue of a certificate, a licence, by Irish Shell Ltd on 30
September 1992 in respect of its standard licence agreement.
2. The
Authority published notice of its intention to take a favourable decision in
relation to the agreement as amended in The Irish Times on 8 April 1994. No
submissions were received from interested parties.
The
facts
(a) The
subject of the notification
3. The
decision concerns the standard licence agreement between Shell and the
licensees at a number of Shell-owned petrol stations. Under the agreement,
Shell appoints the licensee to be its agent to sell various goods and services
on its behalf. It makes provision for the running and maintenance of the
service station, the exclusive sale of Shell petroleum products, the sale of
other goods and services and the payment of commission on sales of motor fuels
to the licensee, although, in certain cases, a management fee may be paid to
the licensee. There are special provisions in the agreement in respect of a
convenience shop on the premises, in which are sold products other than motor
fuels, such as grocery goods, etc. The two parts of the agreement are dealt
with separately in this decision.
(b) The
parties involved
4. Irish
Shell has as its ultimate parents the Royal Dutch Petroleum Company as well as
the Shell Transport and Trading Company Limited. Shell is primarily involved
in the marketing of motor fuels through a chain of retail outlets, most of
which are owned by independent dealers, the remainder being owned by Shell.
Around 20 of its company outlets are occupied by licensees who operate the
station under the notified agreement, which only came into effect after 1
October 1991. A number of outlets which do not include a shop are operated by
licensees under a different agreement, which is the subject of a separate
decision.
[1]
(c) The
product and the market
5. The
product with which the main part of the notified agreement is concerned
consists of motor fuels, that is petrol and diesel for use in mechanically
propelled road vehicles. The market was described in detail in the motor fuels
category licence.
[2]
6. The
convenience shop primarily sells grocery goods, confectionery, newspapers,
cigarettes, etc. The market consists of all retail outlets selling goods of a
similar character.
(d) The
notified agreement
(i) Motor
fuels
7. Under
the agreement, which is between Shell and the licensee, Shell licenses the
person to enter and use the site and the equipment, and Shell appoints the
licensee as its agent to sell motor fuel on its behalf. The main features of
the agreement in respect of motor fuels are as follows:
The
licence provides that Shell is the owner of the land and buildings (known as
the 'site') (clause 2.1). Shell has adapted the site to be used as a
filling/service station (clause 2.2). Unless otherwise agreed to in writing,
Shell owns or provides the fixtures, fittings, plant and equipment which are
situate on the site (clause 2.3). The licensee may use the equipment on the
site only for the purposes of the licence (clause 2.6).
The
licence shall remain in force for three years (clause 3.1). Under the licence,
Shell licenses the licensee to enter the site and use the equipment as licensee
subject to the terms and conditions contained in the licence (clause 3.3).
Shell
appoints the licensee as its agent to sell motor fuel on its behalf (clause
4.5). The licensee agrees to actively sell and promote the products (as
defined in the licence) and actively render and supply the services (as defined
in the licence) (clause 4.6). The licensee shall use the equipment on the site
solely for the reception, storage, sale, distribution and provision of the
product and services (clause 4.7). The licensee agrees not to sell or use the
equipment for any motor fuel or petroleum product manufactured or distributed
by a competitor of Shell (clause 4.8). The licensee may use the site for the
provision or sale of bulk automotive liquified petroleum gas but only on such
terms and conditions consented to in writing by Shell from time to time (clause
4.9). The licensee shall keep the site open during such minimum hours as
specified from time to time by Shell (clause 5.1). The site and equipment
shall be used and operated strictly in accordance with the Operations Manual
produced and amended from time to time (clause 6.1). This Operations Manual is
annexed to the licence and forms an integral part of the licence.
[3]
Shell
agrees to supply the licensee with motor fuel (clause 7.1). The licensee shall
sell motor fuel on behalf of Shell at such prices as Shell may notify to the
licensee from time to time and the licensee shall set the pricing mechanisms of
the several relevant dispensers on the site to record such notification (clause
7.2). The licensee shall sell motor fuel on behalf of Shell for cash, cheque,
Euroshell or payment card of those companies whose payment cards are from time
to time acceptable by Shell (clause 7.3). When any part of the motor fuel is
sold by the licensee to a third party, the title to that part shall pass to the
purchaser on leaving the dispenser on the site. The title to the remaining
motor fuel shall remain vested in Shell (clause 7.4).
Shell
shall pay to the licensee a commission for each litre of motor fuel sold by the
licensee on the site (clause 8.10). There are various banking arrangements
relating to the prompt lodgment to a bank of the receipts of sale (clause 8.2).
There
are various operational matters relating to the level of service (clause 9.1),
staff (clause 9.2) and sale of motor cars (clause 9.3).
The
licensee agrees to use such a site management system as shall be nominated from
time to time by Shell (clause 10.1). The licensee agrees to keep records
(clause 10.2) and shall furnish to Shell such records on request (clause 10.3).
Shell
may require the licensee to share the use of the site and/or the equipment with
any other person nominated by Shell (clause 11.3).
No
equipment shall be introduced on to the site by the licensee except with the
prior consent of Shell (clause 12.7). The licensee pays charges for all water,
electricity, gas, telephone and such other services as may be used on the site
(clause 12.11).
The
insurance of the site, the equipment and motor fuel against loss or damage by
fire or explosion shall be for Shell (clause 13.1). The licensee shall
maintain adequate insurance against all or any risks in relation to the running
of or operating of the site and equipment including but not limited to such
matters as public liability and employer's liability (clause 13.2). The
insurance referred to in clause 13.2 must be with an insurance company
acceptable to Shell (clause 13.3).
The
licensee shall comply with Shell's requirements in regard to intellectual
property matters (clause 15.1).
Clause
16 refers to the fact that the parties agree to notify the agreement to the
Competition Authority.
Clause
17 provides for termination of the licence.
Part
I of the Second Schedule of the licence refers to the commission or management
fee to be paid to the licensee.
(ii) Shop
products and services
8. The
agreement also relates to the operation of a shop selling 'shop products'
(which are defined by clause 4.2 as "Products that may from time to time be
sold at filling/service stations excluding Motor Fuel, automotive lubricants
and anti-freeze") and 'Services' (which are defined by clause 4.3 as "such
services as may from time to time be provided at filling/service stations
including car wash and vacuum cleaning"). Under clause 8.3, the licensee
agrees to pay to Shell an amount in respect of Shop Products and Services which
shall be calculated in accordance with Part II of the Second Schedule to the
agreement. The agreement provides for a mechanism for calculating these
payments.
Clause
9.5 states as follows:
'The
Licensee agrees that Shell reserves the right during the Term to oblige the
Licensee to withdraw from the Site upon demand any Shop Products, Services or
other goods, services advertisements, displays or anything whatsoever which
Shell considers to be inappropriate at a filling/service station.'
Submissions
by Shell
9. Shell
submitted the following arguments in support of its request for a certificate:
´The
preamble to
the Act clearly states that
the Act is to be interpreted by analogy
with Articles 85 and 86 of the Treaty of Rome. Article 85(1) sets out the
prohibition on agreements which prevent, restrict or distort competition. It
is essential under Article 85 that there are two "undertakings" acting in
concert for the prohibition to operate. "Undertaking" has been given a broad
meaning covering virtually every natural or legal person engaging in economic
activity. Notices and decisions of the European Commission and decisions of
the European Court of Justice indicate that the relationship of principal and
agent in its normal economic context does not breach Article 85(1) as the agent
is merely an auxiliary and extension of its principal and is not an
undertaking, unlike an independent trader. In Hydrotherm V Compact, the Court
said:
"In
competition law the term ´undertaking' must be understood as designating
an economic unit ... even if in law that economic unit consists of several
persons, legal or natural."
In
1962 the European Commission issued its Notice on Exclusive Dealing Contracts
with Commercial Agents ("the Notice")
[4].
The purpose of the notice is to set out the circumstances where the
commission considers Article 85(1) inapplicable to an agency contract. Certain
requirements must be met in order for a contract to benefit from the Notice:-
(i) the
commercial agent must not act as an independent trader during the course of
commercial operations;
(ii) financial
risks related to the transaction must remain with the principal;
(iii) the
commercial agent must not be required to keep a large stock of contract goods
as its own property;
(iv) the
commercial agent must not be required to organise, maintain or ensure at his
own expense a substantial service to customers free of charge and;
(v) the
commercial agent may not be vested with discretion to determine prices or
business terms.
The
over-riding element in a positive determination of agency in the Notice is the
absence of risk on the agent's part when conducting business on behalf of the
principal. The European Commission's decision in Austin Rover Group
(ARG)/Unipart and Fisher-Price/Quaker Oats - Toyco illustrate the importance of
this point. However, later developments show that assumption of risk is not
the only criterion to be applied in deciding whether or not Article 85(1) is
applicable. In Pittsburgh Corning Europe, the European Commission held that
the use of the word "agent" is not the critical factor and that economic
reality took precedence over legal form especially where the so-called agent
was not in the position of economic dependence on the other party. In the
Suiker Unie case the European Court of Justice followed this line of thinking
in holding that traders who acted as agents for each other as well as
principals on their own account in the same level of the sugar market could not
benefit from an exemption from Article 85(1). Similarly, in VVR the Court
rejected the idea that travel agents were auxiliary organs where they
transacted business for a multitude of tour operators.
The
European Commission published its Preliminary draft Notice on Commercial Agency
Agreements ("the draft Notice") in 1990 as a first step to amending the Notice.
Under these guidelines the mere use of the label "agent" is insufficient to
judge whether an exemption should apply. In assessing the relationship, the
Commission will disregard the general financial risk resulting from the conduct
of the intermediary under the agreement, e.g. responsibility for personnel or
professional liability. Instead the risks taken into account are those
connected with the performance of the transactions negotiated by the
intermediary in respect of the product in question. For an exemption to apply
an intermediary must not assume primary responsibility for the performance of
the transactions by his principal, i.e. profit or loss resulting from the
performance of these transactions must, in the first place accrue to the
principal.
A
genuine relationship will not exist where the intermediary determines the
principal's product and marketing strategy. Clauses obliging an agent to
negotiate or conclude transactions on behalf of his principal only at prices,
terms and conditions provided by the principal or subject to approval by the
principal, do not restrict competition in the context of a genuine agency
relationship.
The
restrictions imposed by a principal on an agent can only be justified where the
agent is integrated into the distribution or purchasing system of the
principal. Integration means a situation where the agent has a particularly
intensive link with the principal which leads him to subordinate his interests
and to dedicate his operations in the field of the product covered by the
agency agreement to those of the principal and which leaves customers or
suppliers with whom the agent deals not to expect autonomous commercial
behaviour from the agent but to identify him with the principal.
Where
the agent has interests outside the agreement with its principal which do not
prevent a close identification of the agent with the principal, the concept of
integration will apply. This will only occur where the outside interests are:-
(i) limited,
and
(ii) do
not interfere with the subject matter of the agency agreement.
An
obligation in an agency agreement on the part of the agent not to handle
competing products for the duration of the agreement does not infringe Article
85(1) where it is intended to achieve integration.
It
is submitted that the Licence hereby notified constitutes an agency
relationship and does not offend against
section 4(1) of
the Act.
The
only "undertaking" involved in the Arrangements within the meaning of
section 4
of
the Act is the Applicant as the Licensee is merely an auxiliary and does not
have the status of an independent trader/undertaking. In regard to the
parallel application of the Notice to
section 4 of
the Act, Clauses 2.3, 4.5,
4.6, 4.7, 4.8, 5.1, 6.1 and 7.2 of the Licence prevent the Licensee from acting
as an independent trader during the course of commercial operations. Clauses
4.5, 4.6, 4.7, 4.8, 5.1 and 7.2 prevent the Licensee from acting as an
independent trader during the course of commercial operations. Clause 4.5
appoints the Licensee as the Applicant's agent to sell motor fuel on its
behalf. Clauses 4.6 and 4.7 oblige the Licensee to sell the Products and
supply the services and to use the equipment solely for the reception, storage,
sale, distribution and provision of the Products and services. Clause 4.8
forbids the Licensee from selling or using the Equipment in relation to
competing products. Clause 5.1 states that the Applicant will stipulate the
hours of opening of the site. Clause 7.2 that the Licensee shall sell motor
fuel on behalf of the Applicant at such prices as the Applicant may notify to
the Licensee from time to time. Clause 4.5 of the Licence by appointing the
Licensee the Applicant's agent vests the financial risk for the sale of Motor
Fuel in the principal vis a vis third parties. The Licensee is only obliged to
stock such amount of Motor Fuel as the storage tanks on the Site can hold. The
legal title in any of the Motor Fuel is vested in the Applicant and only passes
to a customer on leaving the dispenser. At no time does the Licensee have any
interest or title to that Motor fuel (Clause 7.4), clearly showing the
auxiliary nature of the Licensee. The Licence provides that the Applicant is
the owner of the Site and Equipment and accordingly the Licensee is not
required to organise, maintain or ensure at its own expense a substantial
service to customers free of charge. The Licensee cannot determine the price
of Motor Fuel by virtue of Clause 7.2 of the Licence. The Licensee has no
discretion to dictate the terms of sale for Motor Fuel to customers by virtue
of Clauses 7.3 and 7.4.
In
overall terms, the Arrangements constitute an agency agreement between two
parties each in different positions in the business chain. If the concept of
agency defined in terms of economic dependence as set out in the European Court
of Justice's decisions in Pittsburgh Corning and VVR is applied to
section
4(1), then it is submitted that the Arrangements do not infringe the said
section.
The
provisions of the draft Notice, if applied in parallel to
section 4(1) of the
Act, contains a number of criteria for determining whether an agency agreement
is genuine and outside the scope of
section 4(1).
The
draft Notice considers it essential for the profit or loss resulting from the
performance of the transactions with customers to accrue in the first place to
the principal. The effect of Clause 8.2 of the Licence requires the proceeds
of sale of Motor Fuel to be lodged to a Shell bank account. It is only when
this occurs that commission is paid to the Licensee.
The
draft Notice does not envisage exemption of an agreement from the competition
rules where the intermediary can determine the principal's product and
marketing strategy. Under the Licence the Applicant determines the range of
products for which the Licensee acts as agent (Clauses 4.1 & 4.5) and the
Applicant outlines the marketing strategy by way of the Operations Manual.
Clauses
obliging an agent to negotiate or conclude transactions on behalf of its
principal only at prices, terms and conditions provided by the principal and
subject to approval by the principal, do not restrict competition in the
context of a genuine agency relationship. This is clearly the situation under
the Licence, for example, see Clauses 7.2, 7.3 and 7.4.
Clause
4.8 of the Licence denies the Licensee the right to use the Equipment on the
Site for the sale of any motor fuel or petroleum product manufactured or
distributed by a competitor of the Applicant which accords with the idea of
dedicating operations to the sale of one particular brand.
Where
the agent has interests outside the agreement with its principal which do not
prevent a close identification of the agent with the principal, the concept of
integration will apply. However, it will only apply where the outside
interests are limited and do not interfere with the subject matter of the
agency agreement. While strictly speaking the Licensee has no interest outside
the Licence which would prevent a close identification with the Applicant, the
Licence itself provides for the Licensee selling goods and providing services
on its own account which are unconnected to the automotive fuel market (Clauses
4.2 to 4.6 inclusive). However, this is on account of the Applicant's desire
to provide a value added service to its customers at its filling stations so
that not only will the customer be able to buy motor fuel but also have the
opportunity and convenience of buying products that are normally sold at
filling/service stations such as groceries and having their cars washed or
cleaned. This provision of the Licence is an attempt to improve and strengthen
the agency business so that the Licensee will have a greater opportunity to
maximise his profit and in no way detracts from the core agency business of
selling automotive fuel.
For
the reasons outlined above and by analogy with European Community Law, it is
submitted that the Licence does not infringe
section 4(1) of
the Act and a
Certificate ought to be granted.'
Shell
also submitted arguments in support of the grant of a licence which are not
relevant to this decision and are not considered here.
Subsequent
developments
10. In
response to the Authority, Shell stated that a management fee was paid only
when the volume of business on a site did not generate sufficient income for
the Licensee/operator to pay outgoings. This was normally done only for new
sites or new Licensees so as to initially stimulate business, and there were
few sites where management fees were paid. Shell operates three stations
through Donnybrook Self-Service Ltd in order to train its staff in the
management and operation of retail outlets. Shell stated also that the
Licensee was an independent undertaking in respect of the sale of goods other
than petrol, and that he was free to determine the resale prices of goods sold
in the shop. Shell had never asked any Licensee to remove products. If it
were to use the power, then it would probably be for safety consideration
(pending action by public authorities) or because the products were unsuitable
for a filling station.
11. The
Authority wrote to Shell on 11 February 1994 expressing concern in relation to
clause 9.5 which permitted Shell to oblige the licensee to withdraw from the
site upon demand any shop products, etc., which Shell considered inappropriate.
It stated that its concern would be removed by the addition of the following
sentence: 'This clause would only be invoked for objectively valid reasons
which shall be disclosed to the licensee.' The Authority considered that this
would still adequately safeguard the legitimate interests of the company, while
not impinging on the commercial freedom of the independent operator. By letter
dated 1 March 1994, Shell consented to the insertion of the addition to clause
9.5 as suggested by the Authority.
Assessment
Applicability
of Section 4(1)
12.
Section
4(1) of the
Competition Act, 1991 prohibits and renders void all agreements
between undertakings which have as their object or effect the prevention,
restriction or distortion of competition in trade in any goods or services in
the State or in any part of the State.
13. Shell
and the Licensees are engaged in the sale of motor fuels for gain, and the
Licensees are also engaged in the sale of other products for gain, and they are
therefore undertakings within the meaning of
Section 3(1) of the
Competition
Act. The Authority does not accept the argument of Shell that an agent is not
an undertaking, or that there is any EC precedent for this view. In
particular, neither the 1962 Notice, nor its draft revision, states that an
agent is not an undertaking, and this is not the reason for regarding an
agreement between a principal and an agent as not being in breach of Article
85(1). The position is similar to that of a parent firm and a subsidiary,
where the EC Commission has held that both are undertakings, even through a
restrictive agreement between them may not infringe Article 85(1). A similar
view has been taken by the Authority in its decision in AGF-Irish Life
[5].
The standard licensee agreement is an agreement between undertakings. The
relevant product markets are those for (a) motor fuels, and (b), the products
sold in the shop on the petrol station premises. The relevant geographic
market is the State.
(i) The
status of the licensee
(1) In
respect of the sales of motor fuels
14. In
operating the petrol station premises and selling motor fuels, the licensee is
not an employee of Shell and there is no contract of employment or service
between them. He is a self-employed contractor. At the same time, the
licensee does not purchase motor fuels from Shell for resale to the public.
Unlike the Shell independent dealer, the licensee sells motor fuel, not on his
own account, but on behalf of Shell. He does not pay for the motor fuels, and
the motor fuels remain the property of Shell until they are sold at retail,
even through they are held at the licensee's risk. All receipts from the sale
of motor fuels must be lodged daily to Shell's bank account. Out of his
commission, or management fee, the licensee must pay for certain outgoings,
such as labour, insurance and other costs, the balance representing the
licensee's remuneration. The licensee is responsible for employing staff.
Shell determines the prices at which the motor fuels are to be sold. The
petrol station is effectively under the operational control and direction of
Shell, and is operated for Shell's own account, and the licensee is obliged to
obey Shells instructions and to follow the Operations Manual. The relationship
between Shell and the licensee is an ongoing one, and the agreement may have a
duration of up to three years.
15. The
Authority considers that the question of agency is quite complex, and that each
case must be examined on its own merits in relation to the
Competition Act, in
the light of certain general considerations In the first place, it is not
conclusive that one party is referred to a an ´agent' in the agreement,
since he may not perform the functions of an agent in any real sense.
Conversely, it does not matter if the agreement states that there is no
relationship or contract of agency between the parties. This may be done, for
example, to limit one party's ability to undertake binding obligations on
behalf of the other, without the latter's knowledge or consent. From the point
of view of the
Competition Act, the Authority is concerned with whether the
relationship between the two parties is such that one of them may be termed a
´commercial agent' of the other. It is not intended that the views of the
Authority about whether a person is a commercial agent or not should have any
implications for the legal relationship between the parties.
16. The
Authority considers that a commercial agent is a self-employed intermediary
between the principal and a purchaser or seller. The commercial agent
concludes the sale or purchase of goods and services on behalf of the
principal, on a continuing basis. The commercial agent is an auxiliary organ,
forming an integral part of the principal's business, and is bound to carry out
the instructions of the principal, and his position is similar to that of an
employee. Being integrated into the principal's business, the commercial agent
can undertake no autonomous commercial behaviour, under the agreement, and
certain restrictions on him are fundamental to the relationship. The Authority
considers that profits or losses essentially accrue to the principal and not to
the commercial agent.
17. The
relationship between Shell and its licensees has been summarised in para 14.
Shell has argued that, in respect of the sale of motor fuels, the licensee is
an auxiliary and that the agreement does not offend against
Section 4(1).
18. The
licensee is a self-employed intermediary between Shell and the purchasers of
Shell motor fuels. He concludes the sale of goods on behalf of Shell, on a
continuing basis, for up to three years. He does not own the stocks, the
resale prices are set by Shell, and the licensee lodges the proceeds of sale to
the credit of Shell's bank account. While the licensee accepts some risk, in
relation to stock losses, and is responsible for hiring and paying employees,
the profits and losses of the motor fuels business as a whole accrue to Shell,
and the licensee must obey Shell's instructions and may undertake no autonomous
behaviour in respect of the operation of the petrol station. The Authority
considers that the licensee, in operating the petrol station and selling Shell
products, is an auxiliary organ, forming an integral part of Shell's
distribution business, and it concludes that he can be considered to be a
commercial agent. This conclusion is not affected by the fact that the
licensee also operates the shop supplied by Shell on the same premises, since
the operation of the petrol station constitutes a significant proportion of the
whole business, and there is also a relationship between the licensee and Shell
in relation to the shop.
(2) In
respect of the shop
19. The
licensee sells products other than motor fuels and Shell products in the shop
for his own account and separately from and independently of the sale of Shell
petrol products. Although he pays a commission on sales to Shell, and is bound
by certain obligations imposed by Shell regarding the operation of the shop, he
is in no sense a commercial agent of Shell in respect of the shop on the petrol
station premises. He is an independent trader in the shop.
(ii) The
commercial agency agreement
20. The
Authority considers that undertakings are entitled to decide how to operate
their distribution systems, and, in particular, to appoint commercial agents to
sell their goods on their behalf. Suppliers of motor fuels are free to choose
to sell their products through independent dealers or through company-owned
outlets; these latter may be operated by lessees, licensees, employees or by
consignees and commercial agents. Since the commercial agent is an auxiliary
organ, similar to an employee, the agreement between a principal and a
commercial agent does not, in principle, offend against
Section 4(1) of the
Competition Act.
21. In
the present case, the Authority has concluded that the licensee is a commercial
agent. It considers that the agreement between Shell and the licensee, insofar
as it creates a relationship between the principal and a commercial agent, does
not offend against
Section 4(1).
22. Even
though the basic arrangement of commercial agency might not offend against
Section 4(1), certain clauses in the agreement might occasionally do so. In
the case of motor fuels agreements, the Authority has published a category
licence, which permits the imposition of certain obligations upon resellers of
motor fuels and upon their suppliers. The Authority considers that the
obligations which are not regarded as offending against
Section 4(1) in the
case of independent traders would equally not offend in the case of commercial
agents. More fundamentally, the Authority recognises that there are certain
features of commercial agency agreements which define and confirm the
relationship, and are intrinsic to the commercial agency. Since the commercial
agent is closer to being an employee than an independent trader, the Authority
considers that certain restrictions may be imposed upon a commercial agent
without offending against
Section 4(1), whereas they would offend against
Section 4(1) if they were imposed on an independent trader. In the Authority's
opinion, none of the provisions in the notified agreement relating to the sale
of motor fuels offend against
Section 4(1).
(iii) The
shop agreement
23.
In the opinion of the Authority, all but one of the relevant provisions
regarding the shop in the notified agreement did not have the object or effect
of preventing, restricting or distorting competition. They reflect the fact
that the shop is owned by Shell, and is licensed to the licensee for the
purpose of enhancing earnings at the station, for the mutual benefit of the
owner and the licensee, while ensuring that the reputation of the Shell
brandname is not damaged. Since a fee which is related to the turnover of
different classes of goods is payable by the licensee, it is essential for
accurate and detailed records to be furnished to Shell, and for Shell to have
power to verify these. Such provisions do not interfere with the freedom of
the licensee to operate the shop and they do not interfere with competition.
In the view of the Authority, they do not offend against
Section 4(1) of the
Act.
24. The
Authority was concerned, however, with the clause whereby Shell reserved the
right to oblige the licensee to withdraw from the site upon demand any shop
products, services or other goods, services advertisements, displays or
anything whatsoever which Shell considered to be inappropriate at a
filling/service station (Clause 9.5). The Authority considered that this
clause could be used to limit the freedom of the licensee to determine what
products to sell and from whom he may obtain supplies. This could affect the
ability of the licensee to compete with other retailers in the area. It could
also limit competition between suppliers to obtain the custom of the licensee.
The licensees would have no voice in deciding which suppliers they should deal
with for their purchases. While the effect of this requirement might have
little effect upon competition in the case of an individual licensee, the
cumulative effect of this obligation in respect of all Shell's licensees, who
are similarly bound, might not be insignificant. Since this practice might
also be followed by other petrol companies in convenience shops attached to
their company and dealer outlets, and since such convenience shops are growing
rapidly in number and importance, the overall effect was thought likely to be
considerable. The Authority considered that this clause offended against
Section 4(1) of
the Act. (The Authority also considered that this clause would
not satisfy, at least, the indispensability requirement of
Section 4(2) of the
Act, and so would not qualify for the grant of a licence).
25. At
the suggestion of the Authority however, as stated in para 11, Shell have
agreed to provide that the obligation upon the licensee to withdraw from the
site any shop products, etc. which Shell considered inappropriate 'would only
be invoked for objectively valid reasons which shall be disclosed to the
licensee'. The Authority considers that this would adequately safeguard the
concerns of Shell with regard to safety considerations and unsuitable products,
but in a less restrictive way. The Authority considers that the part of the
agreement relating to the shop no longer offends against
Section 4(1).
The
Decision
26. In
the Authority's opinion, Shell and its licensees are undertakings within the
meaning of
Section 3(1) of the
Competition Act, and the notified standard
licensee agreement for the operation of a Shell-owned petrol station and
associated shop constitutes an agreement between undertakings. In the
Authority's opinion, the licensee is a commercial agent of Shell in the petrol
station, and an independent operator in the shop, and the arrangements, as
amended, do not have, as their object or effect, the prevention, restriction or
distortion of competition. The standard Shell licensee agreement, as amended
by the letter of 1 March 1994, does not, in the Authority's opinion, offend
against
Section 4(1) of the
Competition Act, 1991.
The
Certificate
The
Competition Authority has issued the following certificate:
The
Competition Authority certifies that in its opinion, on the basis of the facts
in its possession, the standard agreement between Irish Shell Ltd and its
licensees for the operation of a Shell-owned petrol station and shop
(notification no. CA/263/92E), notified on 30 September 1992 under
Section 7,
and amended by Shell in its letter dated 1 March 1994, does not offend against
Section 4(1) of the
Competition Act, 1991.
For
the Competition Authority:
Patrick
M Lyons
Chairman.
19
May 1994
[ ] 1 Decision
No. 325 - Shell Appointment and Licence (May)1994.
[ ]2 Motor
fuels category licence, Decision No. 25, 1 July 1993, Paras 7 to 9.
[ ]3 There
would appear to be nothing in the Operations Manual which is relevant to this
decision.
[ ]4 EC
Commission Notice on exclusive dealing contracts with commercial agents, OJ
139, 24.12.1962, p.2921.
[ ]5 Decision
No. 2 - AGF-Irish Life Holdings plc (14 May 1992).
© 1994 Irish Competition Authority