The Netherlands Authority for Consumers and Markets (ACM) says pet owners need better protection because the veterinary market is changing fast. In a new draft market report, the watchdog warns that veterinary care is becoming more “commercial,” with more independent practices being bought by larger chains backed by investors. According to the ACM, this can increase the risk of higher prices and overtreatment: care that goes beyond what is appropriate for the animal and the owner.
The key proposal, no bonuses linked to turnover or profit
The ACM’s main recommendation is a legal ban on turnover and profit-related incentives for vets and other clinic staff who are employees. In simple terms: vets should not receive bonuses or financial rewards for generating more revenue, selling more treatments, or increasing profit.
ACM chair Martijn Snoep said some vets currently receive bonuses if they achieve higher turnover or profit, and the watchdog believes that creates the wrong incentives in healthcare decisions.
What problems the ACM sees in the market
The ACM’s draft report points to several structural issues that can leave owners with few good options when their animal needs care:
Prices are difficult to compare, especially in urgent situations.
Owners often lack time and medical knowledge to judge whether a proposed treatment is necessary.
Consolidation (more clinics owned by a few groups) may weaken competition in some areas.
Medicines and follow-up care can become unexpectedly expensive.
Photo Credits: Mikhail Nilov/Pexels
More transparency and clearer “standard care”
The ACM is not only focusing on incentives. It also calls for measures that make veterinary care easier to understand and compare. These include:
More price transparency, including clearer information in emergency care and before treatment starts.
More consistent professional standards for common treatments, so owners know what “normal” care looks like and when additional steps are optional.
Stronger consumer position overall, so owners can make informed choices under stress.
What happens next
The ACM’s findings are still in draft form. The watchdog has opened a consultation and invited stakeholders, such as vets, clinic owners, and pet owners, to respond before it finalises recommendations for policymakers.
If parliament follows the advice, the Netherlands could move toward stricter rules on how veterinary services are sold and how clinic staff are rewarded—shifting incentives away from revenue targets and toward clearly justified care.
What this could mean for pet owners
If the proposals are adopted, pet owners may see:
fewer sales-driven pressures in treatment decisions
clearer pricing and better ability to compare options
more standardised expectations for common procedures
Whether it reduces bills quickly is less certain, but the ACM’s central message is clear: veterinary care should be guided by animal welfare and informed consent, not by financial targets.
