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Secondary ticketing sites banned from displaying misleading prices

The websites must now make the total ticket price clear at the beginning of a customer’s journey. Photo: Gary Glaser/Shutterstock
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StubHub, Viagogo, Get Me In! and Seatwave, four of the biggest operators in the secondary ticketing market, have been hit with bans on publishing “misleading” ticket prices by the Advertising Standards Authority.

This follows widespread concerns throughout the industry, including from campaign group FanFair Alliance, about misleading pricing information by ticket resale websites.

Investigation reveals secondary ticket sites are flouting UK law

As part of the new regulations, the four targeted websites – which all sell theatre as well as music and sports tickets – must now make the total ticket price clear at the beginning of a customer’s journey.

Sellers must include the price of any booking fee upfront and make clear any delivery fee.

Viagogo will also no longer be able to label itself an “official site”, because this implies it is a primary ticket outlet rather than a second-hand seller.

The online marketplace has additionally been banned from making the claim “100% guarantee”, as this suggests customers are guaranteed entry to the relevant venue, when there is a “reasonable risk” that buyers might not be allowed into the event.

ASA chief executive Guy Parker said: “Many of us will recognise the frustration of being happy with the initial price of tickets on a secondary website only to be stung by hefty fees when we come to book.

“The message from our rulings is simple and it’s clear: the price you see at the start should be the price you pay at the end.”