Stockholm, February 27, 2026 — The Swedish Competition Authority has submitted proposals aimed at increasing price transparency in animal healthcare, seeking to strengthen the position of pet owners and enhance competition among clinics and animal hospitals.
According to the Authority, pet owners seeking care for sick or injured animals often face inaccurate, unclear or incomplete information regarding prices and treatment options. Director General Marie Östman said that many pet owners find themselves in a difficult situation when making decisions about care and require clearer and more comprehensible information on treatment options and pricing in order to make informed choices.
In a report published today, the Authority concludes that price information for preventive care, such as vaccinations and castration, is relatively good. However, price transparency is significantly lacking in relation to the treatment of sick or injured animals.
To address these shortcomings, the Authority proposes that the government appoint a commission of experts or a special investigator to develop national treatment recommendations for common injuries and diseases, primarily for dogs and cats. It considers that such recommendations would enable pet owners to compare treatments between providers more easily and allow clinics to establish clearer pricing structures, including package prices.
The Authority also recommends that the government instruct the Swedish Consumer Agency or another appropriate authority to conclude an industry agreement with animal healthcare providers requiring the publication of price information for certain procedures and fees on providers’ websites. This would allow pet owners to compare prices in advance when choosing a provider.
In addition, the Authority highlights that price information provided on-site at clinics and animal hospitals is often inadequate. It proposes that the Swedish Consumer Agency undertake information initiatives directed at both pet owners and animal healthcare companies to increase awareness of legal requirements concerning price information.
The Authority further suggests that the government appoint a special investigator to consider amending the Consumer Services Act so that it also covers services for the treatment of live animals, thereby strengthening consumers’ legal position when purchasing animal healthcare services.
The report, entitled “Measures to Improve Price Transparency in Animal Healthcare,” was produced on behalf of the government and included a mapping of price transparency in the animal healthcare market.
