Consumer data extraction in the digital economy raises competition concerns for its potential detriments on consumer welfare. However, competition law seems to lack the normative mechanism to analyse consumer behaviours over their data. Viewing from the German competition authority’s recent attempt to incorporate data protection law into the competition law assessment, the central question for this Note is whether the courts should allow such attempt, and if so, in what ways. This Note argues that data protection law can complement competition law in protecting consumers while recognising the integrities of the respective regimes. The authors propose that data protection has a dual role to play in the competition framework under different circumstances, either as a non-price benchmark in deciding whether the conduct in question is anti-competitive, or a threshold requirement in approving pro-competitive conducts.