This paper is about contextual policy limitations which are said to restrict the applicability of open business models. In this view, the goal is to analyse the actionability of open business models in the context of European competition policy (EUCOMP). Domains of EUCOMP are systematically reviewed to investigate such limitations ‘perspective’ in the application of open business models in Europe. Furthermore, the appropriateness of EUCOMP is reflected on in dealing with novel contribution models. In doing so, the paper can yield insights into policy improvement requirements.