ACM: protect pet owners against the risk of higher prices and overtreatment

The Netherlands Authority for Consumers and Markets (ACM) wishes that pet owners are better protected due to the increased risk of higher prices as well as treatments that go beyond what is suitable for pets and their owners (overtreatment). Vet clinics have become, on average, more commercial, as a result of the rise of chains owned by private investors, among other reasons. In the draft report of the market investigation into veterinary services for pets, ACM recommends prohibiting commercial incentives for vets, and introducing measures that strengthen the position of pet owners as well as improve emergency care. ACM invites all stakeholders to respond to the provisional findings of the market investigation, as well as to the recommendations.

Martijn Snoep, Chairman of the Board of ACM, explains: “We see that pet owners often lack the time, knowledge, or a good overview in order to be able to make an informed decision, especially in emergency situations. At the same time, veterinary services for pets are becoming more and more commercial, and the influence of chains is rising. That’s why more safeguards are needed that ensure that pet owners are able to count on suitable care at a fair price.”

The market for veterinary services for pets has evolved tremendously

Pet owners want the best for their pets, and that includes medical care. Vets share this love for pets. They work with devotion to deliver the best possible care, and to make animals better again. In order to be able to give more and more pets better or longer lives, the market for veterinary services for pets has evolved tremendously over the past few years. More and more treatments have become available. ACM’s market investigation reveals that, in general, pet owners are satisfied with their vets. However, the risk for higher prices and overtreatment has increased. This trend will continue due to the continued commercialization of the sector as well as the continued growth of chains.

Commercialization and growth of chains carry risks

Over the past few years, many independent vet clinics have been acquired by chains, oftentimes financed by private investors. ACM sees that, in different ways, chains use commercial business strategies aimed at increasing their profitability. Some chains broaden their range of services, boost demand for care, and focus on referrals within the same chain. Vets are given less leeway to make their own decisions. That creates a risk that they no longer purely act in the interest of the animal and its owner.

An ACM case study into four acquisitions of vet clinics shows that prices go up after acquisitions, especially those of medications. ACM also received many reports from pet owners that were taken by surprise by unexpectedly high costs of treatments.

Choices for pet owners are sometimes limited, particularly in emergency care

During regular opening hours, the supply of vet clinics is sufficient in most of the Netherlands, but, in several regions, the choice is limited, and the market share of chains is bigger. For emergency care outside of regular opening hours, supply is smaller, and a national overview is missing, which makes it difficult for pet owners to see where they can go to.

Pet owners often lack the knowledge, time, or mental capacity to make an informed decision. As a result, it is difficult to push back against care providers. This is especially relevant in emergency care. In addition, the market for veterinary services for pets lacks insurers, sector-wide professional standards, as well as specific monitoring of quality, which could all offer protection, as is the case in the health care market for humans.

Recommendations for protecting pet owners

ACM recommends, just like in the health care market for humans, creating safeguards that protect pet owners. The most important recommendations are for the Dutch legislature (recommendations 1, 3, and 4) and for the sector (recommendation 2):

1. Protect pet owners better against the risk of higher prices and overtreatment.
   • Prohibit turnover-based and profit-based incentives for vets and other professionals. Vets must be able to decide, free from any financial incentives, what care is suitable. The financial rewards for vets or paravets must be independent of the clinic’s financial results or the treatment, such as the amount of care, medication sales, and referrals.
   • Call on the sector to draw up professional standards that set frameworks for common treatments on what is the most suitable treatment, while also keeping in mind both affordability and the animal’s well-being.
   • After a study, relax the statutory rules for prescribing and selling medications so that pet owners are able to purchase medications from more locations.
      
2. Improve the information and availability of emergency care: emergency situations are exactly the situations where people have little time to look up information, and where having an overview is crucial. That is why ACM calls on the sector to create a single national, up-to-date, and easy-to-find overview of all emergency locations.
    
3. Prevent market power from increasing further: grant ACM the power to assess small but risky acquisitions in areas with little choice or high market shares. With such a power, ACM is able to prevent choice options of pet owners from decreasing further.
    
4. Support pet owners and make it easier to compare vets and treatments. Mandate vets to be transparent about the costs of treatments and possible alternatives, especially for emergency care.

Next steps

ACM invites all stakeholders to submit their responses or suggestions to the findings of the market investigation as well as to the recommendations. Stakeholders can submit their responses on this page. You can do so through Friday, 23 January 2026.

On Wednesday, 11 February 2026, ACM will hold a meeting for organizations that have responded, where they will have the opportunity to explain their responses to the draft report in person. ACM will subsequently publish the final report.