SECONDARY TICKETING platforms have until 26 May to comply with Advertising Standards Authority (ASA) rulings introduced in March (see LIVE UK issue 219).
Should any of the Big Four platforms – Viagogo, eBay-owned StubHub and Ticketmaster-owned Seatwave and Get Me In! – fail to comply with the rulings, the ASA says it could take legal action against them via Trading Standards.
The ASA also says it will work with Google to remove their advertising listings and place ASA ads on the search engine to alert the public about non-compliant advertisers.
“Should any of these secondary ticketing operators fail to make the necessary changes to their websites and advertising, we will not hesitate to impose further sanctions to apply additional pressure,” says an ASA spokesman.
Last month the ASA published a set of rulings following an investigation into the advertising practices of the Big Four, demanding for example, that they clearly communicate any additional booking fees early on in the ticket purchase process.
UK advertising rules require quoted prices to include non-optional taxes and fees that apply to all or most buyers. Advertisers should also state any applicable delivery fees.
In respect of Viagogo, the ASA ruled that it must no longer state that fans who purchase tickets from the site are “100 per cent guaranteed” entry into a concert, when the promoter’s terms of sale suggest there is a reasonable chance the new ticket-holder will be turned away at the door. This could happen with tickets where resale is banned, entry requires personal ID, or production of the card used for its original purchase by the reseller.
It was also ordered to cease using the term “official site”.