The digital transformation of the economy leads to the emergence of players with market power based on the ownership of digital platforms, big data, the use of algorithms, the use of targeted marketing technologies, shaping consumer preferences based on their deliberate distortion of information. The mechanism for controlling consumer behavior allows digital platforms to generate significant revenues, pose a threat to competitive dynamics, and restrict the rights and freedoms of users. New business formats for digital platforms require correction of methods and approaches of antimonopoly regulation. The article highlights changes in the contours of the business models of digital platforms, enhancing their ability to manipulate user behavior and provide them with distorted information. The research has been systematized to understand the forms of manifestation of the market power of digital platforms that establish control over consumer behavior. It is shown that the priority approach used by antimonopoly authorities to curb the anticompetitive activities of digital platforms and protect the interests of users is a structural one. The increasing importance of regulatory measures for digital platforms has been revealed, which make it possible to eliminate incentives to harm users and expand consumer choice opportunities by providing unbiased information.