Viagogo has been referred to National Trading Standards by the advertising watchdog for failing to make changes to “misleading” pricing information on its website.
The Advertising Standards Authority (ASA), which had warned the secondary ticket website that it was “breaking UK advertising rules”, said it had taken action because of “Viagogo’s inability to get its house in order” by its 29 May deadline.
It said it had made it clear to Viagogo that if the changes were not made it would consider referring the website to National Trading Standards “for consideration of statutory sanctions which can involve prosecution and fines”.
The Geneva-based firm, as well as StubHub, Seatwave and GetMeIn, were subject to ASA action in March after a clampdown on so-called “drip pricing” – where VAT, booking and delivery fees are added at the end of the booking process.
The ASA received 23 complaints about Viagogo, which was contacted by its sister organisation the Committee of Advertising Practice (CAP) for assurances the company would amend its website.
Fanfair Alliance, which campaigns against secondary ticketing online, music promoters Festival Republic and singer-songwriter Ed Sheeran’s promotion company Kilimanjaro Live were among those who complained to the ASA about issues including additional ticket fees.
Sheeran recently cancelled tickets to his gigs purchased on secondary websites such as Viagogo.
ASA chief executive Guy Parker said: “Viagogo was given clear warning and handed the opportunity to play fair with consumers by removing misleading pricing information from its website; its failure to do so means it will now face the consequences.
“Where an advertiser or business is unwilling or unable to follow the advertising rules we will act.”
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According to the ASA, Viagogo said “each ticket home page contained the text ‘prices exclude booking and delivery fees (applicable by transaction)’, and therefore at the first stage of the customer journey, consumers were informed that the prices displayed did not include additional booking and delivery fees”.
National Trading Standards confirmed it had received a referral from the ASA relating to Viagogo, adding: “As such we have now launched an investigation into Viagogo, which will look at all legal options to bring them into compliance with the law.”
Source: Sky