Dutch consumers watchdog ACM has warned that pet owners face higher prices and unnecessary treatment as veterinary practices become increasingly commercial, and is calling for a legal ban on profit-driven incentives for veterinarians.

In a draft report on the pet healthcare market, the watchdog says owners need better protection against overcharging and over-treatment – care that goes beyond what is appropriate for the animal and its owner.

These risks, the ACM says, have increased as independent practices are taken over by chains backed by private investors.

“Pet owners often lack the time, knowledge or overview to make a well-considered choice, especially in emergency situations,” ACM chairman Martijn Snoep said. “At the same time, veterinary care is becoming more commercial and the influence of chains is growing. That is why stronger safeguards are needed to ensure appropriate care at a fair price.”

An ACM investigation into four takeovers of veterinary practices found that prices rose after the acquisition, particularly for medicines. The watchdog also received many reports from pet owners who said they were confronted with unexpectedly high treatment costs.

The ACM says that, unlike human healthcare, pet care lacks insurers, sector-wide professional standards and specific quality supervision that could protect consumers.

To address this, the watchdog is urging parliament to introduce safeguards similar to those in human healthcare. Its key recommendations include banning turnover- and profit-based incentives for veterinarians and other staff, so that pay is independent of revenue, treatment volume, medicine sales or referrals.

The ACM wants the sector to develop professional standards for common treatments, setting clear frameworks that balance animal welfare with affordability. It is also calling for greater transparency on treatment costs and alternatives, including in emergency care, and for clearer, standardised pricing.

The ACM has invited veterinarians, pet owners and other stakeholders to respond to the draft findings and recommendations by January 23 2026.