In response to significant public backlash, Ticketmaster has adjusted its ticket pricing strategy following a year-long investigation by the Competition and Markets Authority (CMA). Concerns arose after the handling of tickets for the anticipated Oasis reunion tour sparked complaints from fans.
Key Changes in Ticketmaster’s Pricing Strategy
The CMA directed Ticketmaster to cease certain practices deemed misleading. This includes:
- Ending the increase of ticket prices while customers are in a digital queue.
- Eliminating “platinum” tickets priced significantly higher than standard options without added benefits.
Complaint Origins and Investigation Findings
Issues came to light after Oasis fans expressed dissatisfaction over the ticketing process for the band’s comeback shows, which followed a reconciliation between the Gallagher brothers. Initially, tickets were advertised at £148.50, but some consumers faced prices exceeding £350 as they reached the front of the digital queue.
The CMA’s inquiry found that although Ticketmaster did not employ dynamic pricing in real-time, it utilized a tiered pricing model. Tickets of similar seating quality were sold at widely varying prices, which created confusion among fans.
Consumer Rights and Future Commitments
To enhance transparency, Ticketmaster is now required to:
- Notify fans 24 hours prior to sales about tiered pricing tactics.
- Communicate the price range of tickets during live sales.
- Avoid misleading labels suggesting a ticket’s value is greater than it is.
The CMA has indicated it will monitor Ticketmaster’s compliance closely over the next two years, with potential enforcement actions if necessary. CMA Chief Executive Sarah Cardell emphasized the need for clear and accurate information for consumers when purchasing tickets.
Industry Implications and Wider Context
The CMA’s actions against Ticketmaster come amid broader scrutiny of the ticketing industry. In the United States, Ticketmaster’s parent company, LiveNation, faces legal challenges related to questionable resale practices. The Federal Trade Commission has alleged that the company colluded with scalpers to sell tickets at inflated prices.
In the UK, discussions about potential regulations may lead to prohibiting ticket resales above a specified percentage of the original price, which could significantly impact resale marketplace models.
Lisa Nandy, the UK Culture Secretary, expressed support for the CMA’s initiatives, highlighting the need for consumer satisfaction in ticket sales as fans eagerly anticipate the Oasis concert reunion.
