StubHub, Viagogo, Seatwave and GET ME IN! are ticketing companies that have been warned by the Advertising Standards Authority (ASA) to stop posting misleading prices on their websites at the start of the consumer journey.
The action, following concern from the likes of the Fanfair Alliance, looks to ensure that advertisers are upfront about booking and delivery fees at the end of the process, which can drastically affected pricing. Additionally, Viagogo specifically is banned from using ‘official site’ branding as it is a secondary seller. Its ‘100% Guarantee’ to venue entry was also banned, as it could not guarantee entry.
Quoted prices are now to include non-optional taxes and fees that apply to all or most buyers. All to ensure that secondary sellers’ pricing is transparent from the outset.
In announcing the move, the ASA said it was looking to be “more proactive and undertake more sector- and issue-wide projects”.
Guy Parker, chief executive of the ASA, 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.”
A StubHub spokesperson responded to the ruling: “As a consumer first ticket marketplace, StubHub supports any measures which make ticket buying easier, more convenient and more transparent for fans.
"We welcome this opportunity to work closely with the ASA and we will be fully compliant with its decision. We hope that other players in the ticketing industry, including primary issuers, follow suit.”