The Netherlands Authority for Consumers and Markets (ACM) has launched a market investigation focused on computer-controlled consumer prices in the Dutch aviation sector. This initiative aims to understand the formation of these prices and their impact on consumers.

Stakeholders, including consumers, businesses, and academics, are encouraged to provide their insights on the research methods employed by ACM until July 31, 2025. This investigation is part of ACM's broader mandate to ensure market efficiency, even in the absence of specific rule violations.

ACM has noted a growing trend where businesses utilize algorithms to set prices, which can lead to dynamic pricing based on demand and personalized pricing strategies. Chairman Martijn Snoep highlighted concerns that these algorithms may increasingly predict consumers' maximum willingness to pay, potentially reducing their purchasing power.

The airline sector was chosen for this investigation due to its significant price fluctuations and societal relevance, particularly in leisure travel. ACM believes that the competitive nature of this sector provides ample opportunity for data collection to address the research questions effectively.

ACM has completed the exploratory phase of the investigation and is now seeking input on various aspects, including consumer experiences with dynamic and personalized pricing, the effects of these pricing strategies on ticket sales, and suggestions for improving the research methods.

To ensure transparency, ACM will publish the feedback received from businesses and organizations on its website, while consumer opinions will remain confidential. The authority plans to release provisional results and recommendations from the investigation later in 2025.