Self preferential treatment is a behavior that undermines the competitive order of adjacent markets by implementing self interest behavior on a platform that combines scale and dual identity. The core manifestation of self preferential behavior is self-interest, and it was not until the era of the platform economy that it was first deemed illegal, which is a representative issue in the development of the platform economy. In terms of behavior patterns and competitive effects, self preferential treatment is a typical monopolistic behavior. However, after comparing multiple categories of abusive behavior one by one, it is found that there are obvious shortcomings in the application of antitrust laws. Major jurisdictions such as the European Union and the United States have attempted to form a new deterrent against internet platforms through a series of reports and legislation. On the one hand, these legislative measures demonstrate the shortcomings of existing anti monopoly law regulatory schemes. On the other hand, there is still controversy over whether these reports and legislation can solve the current regulatory dilemma of self preferential treatment. This article believes that the current regulation of self preferential treatment should be comprehensively governed by combining industry regulatory measures on the basis of fully utilizing the analytical framework of antitrust law.