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Ticket resale sites face crackdown on ‘opaque and misleading’ pricing | Marketing Week

Secondary ticketing operators including StubHub, Viagogo, Seatwave and Get Me In have said the will work with the ad regulator to crackdown on some of their advertising practices as the ad regulator responds to concerns about misleading pricing in the sector.

The Advertising Standards Authority has concluded a formal investigation into the sector, finding that advertisers were “not upfront and clear” with consumers about additional ticket fees and charges added at the end of the booking process. It has now banned several pricing practices, including not making clear the total ticket price at the beginning of the customer journey, not including the booking fee upfront and not making clear the applicable delivery fee.

The UK ad rules require all quoted prices to include non-optional taxes and fees that apply to all or most buyers upfront, as well as any applicable delivery feed. The crackdown means secondary ticketing operators will have to ensure “transparent” pricing by including all information about relevant fees at the start of the customer journey, before someone has made a decision about whether to make a purchase.

ASA chief executive Guy Parker says: “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.”

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Ticket resale sites face crackdown on ‘opaque and misleading’ pricing.