Mission & strategy

Our mission

The Netherlands Authority for Consumers and Markets (ACM) creates opportunities and options for businesses and consumers. We create opportunities by fighting against unfair competition, and by making it easier for new entrants to enter markets. Having more providers means more competition. Competition leads to innovation: new products, services and businesses. Consumers will then have more to choose from. But we also want consumers to be able to make well-informed decisions. Businesses should thus inform consumers properly about their offerings. And finally, consumers should be informed of what their rights are. We take action against businesses that prevent consumers and other businesses from taking advantage of their opportunities and options.

Consumers are central

ACM is not able to solve every problem consumers or businesses face. That is why we have to make choices. When determining what cases we will deal with, we ask ourselves three questions:

  1. What is the magnitude of the harm to consumers?
  2. What public interest is at stake?
  3. Is ACM able to take action effectively?