Dutch online retailer bol makes commitments to ACM that will offer more protection to consumers and sellers

Summary

Bol has made commitments to ACM that will improve its online platform in the interest of consumers and sellers.
The commitments follow a broad investigation by ACM into bol’s platform.
Stakeholders can submit their opinions on the draft consultation, after which a final decision will follow.

Dutch online retailer bol has made commitments to the Netherlands Authority for Consumers and Markets (ACM) that will improve its online platform in several areas in the interest of consumers and sellers. Bol will improve the speed of its communications and complaint-handling process, make competition between commercial sellers fairer, and ensure clearer price indications for products. With these commitments, bol’s platform will become more accessible, user-friendlier, and more transparent for all users.

The commitments follow a broad investigation by ACM into bol’s platform. On the basis of the investigation, ACM had concerns about the functioning of the platform for consumers and sellers. With these commitments, bol promises to take away these concerns. During ACM’s investigation, bol adopted a constructive attitude and implemented adjustments in order to find solutions.

Bol will improve its services

Bol will take various measures to make the platform more accessible, user-friendlier, and more transparent. For example, bol will improve the speed of its communications and complaint-handling process vis-à-vis commercial sellers. Also, bol will make the general terms and conditions for commercial sellers clearer, and the company will communicate more clearly about the way complaints can be filed. Additionally, bol will make it easier to report illegal content. For consumers, bol will make its contact options besides the chatbot easier to find.

Fairer competition on the platform

In addition, bol will ensure that competition between commercial sellers on the online platform becomes fairer. For example, bol will implement improvements to the way in which it determines what offerings consumers prominently see first on the online platform. Additionally, bol has committed not to use the data collected by the online platform to give itself, as a seller, an advantage over other sellers. In this way, the platform becomes fairer for commercial sellers, which benefits the quality of the offerings available to consumers.

Price indications

In addition, bol will adjust the price indications of the offerings on its platform in order to present prices more clearly. As a result, consumers will be able to make better-informed purchase decisions. ACM previously published its ‘Guidelines regarding price indications and comparisons’. Also, ACM keeps an eye on whether other businesses comply with the rules regarding price indications and discounts.

The digital economy

The investigation fits with ACM’s strategic priority to contribute to a safe and fair digital economy. ACM gives priority to investigations that contribute to fair access to online markets, the protection of online users, and an accessible and safe online environment for everyone.

Draft decision available for perusal

ACM wishes to declare the commitments binding. It will then stop its investigation into bol’s conduct for which bol has made commitments. ACM has made the draft decision available for perusal from August 3 through September 13, 2026. Anyone who wishes to access the draft decision is invited to submit their request for access to the draft decision by August 17, 2026, to acm-post [at] acm [punt] nl so that ACM can schedule their access. Interested parties can submit their opinions on the draft decision through September 13, 2026. ACM will share these opinions with bol after receiving them. ACM will subsequently make a final decision.

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