Abstract
The so-called Consumer Choice Initiative is a relatively new academic endeavour seeking to establish a common global standard for assessment of companies' behavior from the perspective of potential harm to economic competition. This initiative wants to impose the only important question in antitrust - whether the buyer still have enough choice or on the contrary the available choice is artificially or disproportionally reduced.
The consumer choice criterion should be suitable both for maintaining price competition as well as the competition through innovations, quality, service etc. Its goal is to replace older structuralist approaches and in the same vein also the legacy of Chicago school oriented on the single criterion of efficiency.