Viagogo Faces Criticism for Misleading Ticket Pricing Claims
The popular ticket resale site, Viagogo, recently faced reprimand from the advertising watchdog for making misleading claims about ticket prices. The Advertising Standards Authority (ASA) took issue with an ad by Viagogo, aired during the Political Currency podcast in April last year, where the hosts mentioned that over half the events listed on the site had tickets selling below face value.
FanFair Alliance lodged a complaint against Viagogo, stating that the claim of “over half the events listed on Viagogo had tickets selling below face value” was deceptive. Viagogo defended their statement by explaining that they calculated “face value” by starting with the base ticket price, excluding additional fees, and then adding a 20% increase. They believed this was a fair comparison when considering their ticket prices, which already included fees, against the face value price plus the 20% for fees and charges.
However, the ASA found Viagogo’s definition of “face value” to be misleading to consumers as it included various booking fees and charges not typically considered part of a ticket’s face value. The ASA also noted that Viagogo’s definition did not align with their own use of the term on their website, where face value specifically referred to the ticket price alone.
The ASA further pointed out that while Viagogo’s data showed 53% of events on their platform had at least one ticket sold below face value under their definition, selling just one ticket below face value per event did not offer consumers a significant chance to purchase tickets at a discounted rate. Therefore, the claim made by Viagogo was deemed unsubstantiated and misleading.
In response to the reprimand, a Viagogo spokeswoman clarified that the advertisement in question had been discontinued since last year and had not been aired since then. She emphasised that Viagogo is a secure and regulated online marketplace operating globally and remains fully compliant with UK regulations.
This incident highlights the importance of transparency and accuracy in advertising claims, particularly when it comes to pricing information that can impact consumers’ purchasing decisions. While Viagogo may have aimed to promote themselves as offering tickets below face value, the lack of clear and consistent definitions led to confusion and ultimately, a reprimand from the ASA.
Moving forward, it is crucial for ticket resale platforms like Viagogo to ensure that their marketing messages are clear, accurate, and in line with consumers’ understanding of pricing terms such as face value. By providing transparent information, companies can build trust with their customers and avoid potential issues with regulatory bodies like the ASA.