Within a free market system, production happens within the ‘rules of the game’ – with foundational principles governing competitive markets developed within competition law and market regulation. Competition law and market regulation can act both as driving forces and as restraints on creative production. They remove barriers to entry and impediments to a well-functioning market, by curtailing the exercise of (unilateral or collective) power by existing market players. The digitisation of the economy has drastically changed the way markets operate, and may affect the balance of powers between producers, creators and users or consumers. This makes it even more crucial to understand the avenues for innovation and creativity the law unleashes, while identifying the limits it may place on commercial activities.