BIRKDALE SERVICE STATIOn ltd v CIR Bikrdale - this go back to the time when no one here will remember this. It used be that when you went to buy petrol you drive up to the service station and stop at a pump. Ot might be BP pump, mobil pump, shell pump. Fuel prob came out of same tank but you were not going to a service station in the way that you would now where your entire service station would be BP, Mobil or Shell. You got to service station and there would be every oil company there. It will be priced the same. In theory there was competition or wasnt. After the regulation, lot of the service station engaged in trade ties with the oil companies. That meant the service station only sell that one product, in this case it was mobil. As much as this look like one service station there was actually more service station. This was a number of service station who had the same issue. The outcome applies for all of the service station. What happened is that the oil companies were paying money to individual service station so that the individual service station wouldn't sell the other oil company product and just sell the one product. It was a change in the competitive environment, change to the industry