The Netherlands Authority for Consumers and Markets (ACM) has conducted a market investigation into computer-controlled pricing, particularly in the airline ticket sector, to understand its implications for consumers.

ACM found that the lack of transparency in how prices are set by algorithms leads to consumer uncertainty and higher search costs. Many consumers are unaware of the factors influencing pricing, which can result in some paying significantly more than others for the same product.

Using the airline industry as a case study, ACM noted that prices for tickets can vary widely, with one in three tickets priced 40% above the average. The investigation revealed that prices fluctuate based on supply, demand, and competitor pricing, complicating the purchasing process for consumers.

While dynamic pricing can lead to cost savings for businesses and more efficient inventory management, it also raises concerns about fairness and consumer trust. ACM emphasizes the need for businesses to disclose whether computer-controlled pricing is used and to clarify the factors that influence pricing decisions.

ACM is inviting feedback from businesses, consumers, and other stakeholders on its findings and recommendations, with a roundtable discussion planned for early 2027 to explore responsible use of pricing algorithms.