Market investigation into computer-controlled consumer prices in the aviation sector

The Netherlands Authority for Consumers and Markets (ACM) has conducted a market investigation into computer-controlled consumer prices. The purpose of this market investigation was to gain a better understanding of how computer-controlled prices come about in practice, and how they affect consumers. In order to gain more insight into how computer-controlled consumer prices work and what their consequences are, ACM used the Dutch market for airline tickets as an example.

The market investigation shows that computer-controlled prices can lead to efficiency and lower prices for some consumers, but that it also leads to uncertainty and misconceptions about the way in which prices are formed. That harms consumer confidence. It also costs consumers more time and effort to find the best price: their ‘search costs’ go up.

ACM wishes to conduct this market investigation with care and in a transparent manner, which is why it finds it important to take into account the views of all parties involved. ACM therefore launches a consultation on the findings and recommendations in this draft report. In addition, ACM invites all parties involved to share their input on how to use pricing algorithms in a responsible manner.

Responding to the market investigation

ACM invites all parties involved to share their opinions or suggestions regarding the market investigation’s findings and recommendations in the draft report. Parties involved may be, for example, businesses specialized in computer-controlled pricing; businesses, organizations and/or professionals that are active in the aviation sector; data scientists (or other academics) and system or software developers; or price-comparison websites. Consumers, too, are welcome to respond to the draft report, for example, by sharing their experiences with booking airline tickets or other experiences with computer-controlled prices. ACM will closely examine all responses, and take them into consideration when drawing up the final report, which is expected to be published by the end of this year.

Responses to the draft report can be submitted until 9 November 2026 by visiting this page (in Dutch).

The form that can be found on the above consultation page contains several consultation questions. Parties involved can determine themselves which of the questions they wish to answer. ACM asks you to write clearly and concisely, and to substantiate your responses with facts as much as possible, for example by adding references to sources or by adding documents, if possible.

In order to have this process take place as transparently as possible, ACM publishes on its website the responses submitted by businesses and organizations. ACM will not publish responses submitted by consumers. ACM will publish responses from others only after consulting with the respondents. Therefore, please make sure your response does not contain any confidential information.