Ticket website Viagogo to remove ‘misleading prices’ after threat of legal action

Ticket website viagogo to remove ‘misleading prices’ after threat of legal action

Tuesday, September 4, 2018

The ticket website Viagogo will now reveal “hidden fees” and clearly show prices after pressure from the Advertising Standards Authority.

The Advertising Standards Authority has now lifted sanctions on the ticket website after they took action against so-called “drip-pricing”, where VAT, booking and delivery fees were added at the end of the booking. 

The ASA has said that Viagogo has now made changes to its pricing “so that consumers aren’t misled”.

In a statement the ASA said: “The Advertising Standards Authority has secured changes to the pricing information appearing on secondary ticketing provider, viagogo’s website so that consumers aren’t misled.

“As a result of the ASA’s work, pricing information will now be made clear with one single price, containing both VAT and the compulsory booking fee, quoted upfront at the start of the consumer journey.

"The ASA can confirm it is now satisfied that viagogo’s pricing information follows the advertising rules.

"Consequently, due to the significant changes that have been made, the ASA has removed all active sanctions it had in place including withdrawing its referral of viagogo to National Trading Standards.

“This outcome follows the ASA’s ruling that viagogo was misleading consumers by not being upfront and clear about additional booking fees and VAT that were added throughout the booking process."


'Clear information to our customers'

Following the changes sanctions have been withdrawn, as has the ASA's referral ofViagogo to National Trading Standards. 

The ASA said its decision does not affect legal action launched against Viagogo by the Competition and Markets Authority. 

A Viagogo spokeswoman said the firm had worked closely with the ASA and welcomed the update.

She said: "We remain committed to providing clear information to our customers."