Dutch regulator proposes tighter vet sector rules after investigation

The Netherlands Authority for Consumers and Markets (ACM), the country’s competition watchdog, has released a report following a market investigation into the veterinary services sector launched in February 2025. 

The investigation found that veterinary chains are increasingly adopting commercial strategies focused on boosting profitability, which may reduce vets’ independence in making medical decisions. According to the independent government body, this raises the risk that treatment decisions may no longer be based solely on the interests of pets and their owners.

Prices and limited choice 

The ACM also found that prices, particularly for medications, often increase following acquisitions of veterinary clinics. In addition, the body received numerous complaints from pet owners who reported being confronted with unexpectedly high treatment costs.

On the one hand, pet parents can face limited choices, especially for emergency care services, and often lack the knowledge, time or capacity to make fully informed decisions. 

On the other hand, the veterinary services market lacks safeguards such as insurers, sector-wide professional standards and dedicated quality monitoring systems that could help protect consumers, it adds. 

The 70-page draft report outlines the regulator’s provisional findings and recommendations, drawing on insights from 84 responses submitted by pet owners, independent professionals, businesses and organizations, as well as from an interactive meeting attended by a broad group of market participants in February 2026.

Recommendations 

The authority concluded the investigation by outlining 3 recommendations for the Dutch legislature and 1 for the veterinary sector.

For the Dutch legislature, the regulator first recommended stronger protections for pet owners against the risk of higher prices and treatments that go beyond what is suitable for animals and their owners.

Suggested measures included prohibiting turnover- and profit-based incentives for vets, ensuring financial incentives do not influence medical decisions, having the sector develop professional standards for commonly performed treatments and conducting further investigations into the pet medication market.

Message to policymakers 

In addition, the ACM says policymakers should pay extra attention to lower-income households when imposing stricter measures on breeders and pet sellers, as these households may face financial difficulties due to unexpected veterinary expenses.

Preventing further consolidation of vet clinics in regions where options are already limited by granting the authority the power to assess smaller acquisitions is one of the recommendations.

The regulator also urges measures that support and encourage pet owners to compare vets and treatments more actively, including requiring vet clinics to disclose prices, services, treatments, alternatives and professional standing. New compliance requirements on pricing, prescriptions and ownership transparency could reshape operational standards in the sector.

For vets

For the veterinary sector, the ACM calls for improvements in the availability of and information about emergency services outside opening hours by stimulating collaboration within service networks and taking advantage of collaboration opportunities permitted under competition rules.

Following the completion of the market probe, the ACM remains in touch with the Ministry of Agriculture, Fisheries, Food Security and Nature as well as the sector regarding the findings of the market research and the follow-up to the recommendations.

The UK follows a similar path

The UK’s Competition and Markets Authority (CMA) recently concluded its investigation into the household veterinary services market, which launched in 2024.

The CMA also concludes that the current system leaves pet owners in the dark regarding prices and accessible information, which has been fueling weak competition and high treatment costs.

To overcome this, the authority introduced a package of legally binding reforms that will start coming into force later this year.