FCA stated in an opinion note in September 2012 that manufacturers are free to organise their distribution methods provided that they do not restrict competition in the market. A manufacturer cannot unjustifiably curb the development of e-commerce and cannot prohibit its approved distributors from selling its online.
Through, its selective distribution agreements, Adidas prohibited its authorised retailers from marketing its products on certain online websites. However, following the investigation, Adidas removed the prohibition and extended opportunity for its retailers to sell its products online.
The products are approved to be sold on online market places subject to certain quality-related criteria.