Following similar reviews in the UK, France and Sweden, the Dutch Authority for Consumers and Markets (ACM) just published its final report on the companion animal veterinary sector. The findings reflect a rapidly evolving market shaped by corporatisation, increasing treatment options and rising costs. While pet owners remain broadly satisfied with veterinary care, the ACM highlights growing risks of higher prices and potential overtreatment. The report also raises concerns that commercial pressures, particularly in corporate settings, could influence clinical decision-making.
Tackling commercial influences in clinical decision-making
A central recommendation is to prohibit financial incentives tied to revenue or profit for veterinarians ‘as these could compromise clinical independence.' Similarly, earn-out arrangements linked to post-acquisition financial performance are discouraged where they risk influencing treatment choices. The report also urges the profession to develop standards for common treatments within two years (first-line care) and five years (other routine procedures). These guidelines should provide a framework for “appropriate” rather than “gold standard” care, while allowing case-by-case adaptation.
More transparency for pet owners
Transparency is another key pillar. The ACM recommends that veterinary practices publish prices for common services, such as consultations, vaccinations and neutering, both online and in waiting rooms within two years. The goal is to improve cost awareness and enable more informed comparisons between providers. In addition, practices should clearly disclose whether they are part of a larger corporate group and inform clients when referrals occur within the same network.
Emergency care and responsible pet ownership
Out-of-hours care remains a challenge. The ACM encourages better coordination through duty systems and improved visibility of emergency services. If voluntary organisation proves insufficient, regulatory intervention (including subsidies or price controls) are considered. The report also calls for closer monitoring of practice acquisitions, particularly in regions with limited provider choice. Finally, a stronger focus on responsible pet ownership and awareness about the cost of veterinary care is needed, the report notes.
A cautious response from the profession
The Royal Dutch Veterinary Association (KNMvD) welcomed the report’s more nuanced final version but expressed concerns about its strong focus on pet owners as consumers. Sophie Deleu, KNMvD President, commented ‘a one-sided perspective on consumer protection does not always benefit the health and welfare of the animal. And that is, after all, the main issue for veterinary professionals. The last word has not been spoken yet!’
(photo ©Brandweerwinkel.nl)