Increasing antitrust regulation and enforcement of U.S. tech giants is forcing law firms with EU competition practices to make a tough strategic choice: Do they want to represent Big Tech firms like Amazon, Facebook, Apple and Google? Or do they want to advise the traditional players whose industries those tech players have disrupted? 

“That’s probably one of the biggest challenges from a law firm business perspective: just figuring out the conflicts, deciding from a business perspective, which side of the matter do you want to be on?” said a senior partner at the Brussels office of a U.S. law firm.