Market investigation into veterinary services for pets: ACM publishes its final report following the public consultation

The Netherlands Authority for Consumers and Markets (ACM) wishes to have pet owners be better protected against the risk of higher prices and treatments that go beyond what is suitable for animal and owner. The conclusion of the market investigation into veterinary services for pets is in line with that of the earlier draft report. On the basis of an extensive consultation, the recommendations in the final report have been sharpened. In the report, ACM argues for a prohibition of commercial incentives for vets as well as for measures that strengthen the position of vets and improve emergency services.

ACM is in contact with the Dutch Ministry of Agriculture, Fisheries, Food Security and Nature (LVVN) as well as with the sector to discuss the findings of the market investigation as well as how to follow up on the recommendations.

The final report came about after a public consultation on the provisional findings and recommendations, which were published in December 2025. ACM received 84 responses to the draft report, submitted by pet owners, independent professionals, and businesses and organizations. In addition, ACM organized a meeting, which was attended by a broad group of market participants.

Improving responsible pet ownership

Following the public consultation, a new recommendation was added to the final report: ACM recommends policymakers to improve responsible pet ownership. They can do so, on the one hand, by educating pet owners in a clear manner, so that they already make a well-informed decision when purchasing a pet, and thus are able to prevent unnecessary medical costs. On the other hand, they can impose stricter measures on breeders and sellers of pets. In that context, ACM recommends devoting extra attention to the lowest-income households, because they can run into financial problems as a result of unexpected high medical costs.

Findings of the market investigation into veterinary services for pets: risk of higher prices is increasing
ACM sees that the market for veterinary services for pets has evolved considerably over the past few years. Vets work hard to deliver the best possible care. More and more treatments have become available to give pets a chance at a better and longer life, and, in general, pet owners are satisfied with their vets. However, the risk of higher prices and overtreatment has increased. The market for veterinary services for pets has become more and more commercial. That carries the risk that vets no longer solely act in the interests of animals and owners.

Recommendations for protecting pet owners

ACM recommends creating safeguards that protect pet owners, just like with medical care for humans. In its final report, ACM presents recommendations to the Dutch legislature (recommendations 1, 3 and 4) and to the sector (recommendation 2):

1. Protect pet owners against the risk of higher prices and treatments that go beyond what is suitable for animals and their owners, for example, by:
   • Prohibiting turnover-based and profit-based incentives for vets, so that vets decide what medical care is suitable, without any financial incentives.
   • Having the sector draw up professional standards for frequently occurring treatments, in order to strengthen the positions of vets and pet owners.
   • Conducting a further investigation into the problems on the market for medications for pets.
   • Improving responsible pet ownership.
      
2. Improve the availability of and information about emergency services outside of opening hours, for example by stimulating collaborations in service networks, and taking advantage of the collaboration opportunities within the competition rules.
    
3. Prevent further consolidation of vet clinics in regions where options are already few by granting ACM the power to assess smaller acquisitions too.
    
4. Support and stimulate pet owners to compare vets and treatments more actively.

ACM publishes responses

ACM publishes all responses from businesses and organizations. In this way, ACM wishes to be as transparent as possible about how any adjustments to this final report have come about. ACM also publishes the responses from vets and paravets. They were given the option of having their responses published. ACM does not publish responses from pet owners. The final report of the market investigation contains a detailed summary of the responses to the draft report.

Ensuring that markets work well for people and businesses

ACM is committed to ensuring that markets work well for all people and businesses, now and in the future. With market investigations, it identifies the underlying causes of why markets are not functioning properly, and what solutions are necessary for improving that functioning.