The principle of economic continuity enables the European Commission (the Commission) to attribute liability for a violation of EU competition law to a legal entity who has not committed the infringement. This option, which is often presented as an exception to the principle of personal responsibility, is subject to narrow limits set by the EU Courts. Rationale behind the economic continuity principle Responsibility for committing a competition law infringement is, in principle personal, owing to the nature and degree of severity of the ensuing penalties. Accordingly, the Commission normally imputes liability on the legal person who ran the infringing business at the time the infringement was committed (the initial operator): this is the principle of personal responsibility. However, in certain cases, the formalistic application of the principle of personal responsibility may affect the Commission’s ability to ensure effective enforcement of competition law, either because the initial operator no longer exists or because it underwent organisational changes. Hence, the principle of economic continuity provides that, when adopting a decision imposing fines, the Commission may, by way of exception, attribute