TELECOMS COMPANY O2 is to introduce anti-touting measures to its pre-sale service, Priority Tickets, in a bid to eradicate ticket abuse.
O2, which is a naming partner to London’s The O2 (cap. 21,000) and partner to 19 Academy Music Group venues across the UK, has teamed up with FanFair Alliance (FFA) to prevent a growing number of Priority Tickets ending up on resale sites.
Priority Tickets gives customers access to tickets 48 hours before general sale and covers more than 5,000 events across over 350 venues.
“We don’t want these tickets to go there [resale] and be used as a means to supercharge the secondary market,” said O2 head of sponsorship Gareth Griffiths, speaking at an FFA event in London. “It doesn’t correlate with our brand, which is about trust and fairness.”
“It doesn’t correlate with our brand, which is about trust and fairness”
Working with FFA, steps taken by O2 include updating its terms and conditions to reflect the Consumer Rights Act – ensuring tickets are for individuals and not businesses – monitoring pre-sale purchases with venues, removing individuals abusing the service and sharing FFA advice about buying tickets.
“We are committed to ensuring that tickets made available through Priority Tickets end up in the hands of genuine fans,” adds O2 chief marketing officer Nina Bibby.
Research commissioned by FFA shows that almost three quarters of those polled (74 per cent) thought online touting is becoming a major concern and nearly half (44 per cent) were unclear about the difference between primary and secondary sites.
“It is heartening that O2 are getting on the front-foot to help ensure Priority Tickets reach their customers as intended,” says FFA campaign manager Adam Webb. “We hope others will follow their lead.”