Overview
- The Autoriteit Consument & Markt published research on Monday, September 28, 2026 that found very large within-product price swings in airline ticketing and urged more transparency about how prices are set.
- The ACM recorded about 30 to 35 different prices asked for the same airline seat on a single flight, showing algorithms produce rapid and wide price variability.
- A consumer survey by the regulator found widespread misconceptions: nearly half of respondents wrongly believe prior searches affect ticket prices and one quarter think device type matters.
- The ACM tested common consumer tactics such as incognito mode, switching devices, and clearing cookies and found no evidence these tricks change prices.
- The regulator says differential pricing is legal in the Netherlands but warns that expanding use of AI and richer data could lead to more personalized pricing, erode consumer trust, and require policy, disclosure, and education responses.