The campaign against profiteering in the secondary ticketing market has victory in its sights following government proposals for reform.
A consultation has launched setting out a range of measures that aim to better protect fans. These would prevent organised touts reselling a large number of tickets at vastly inflated prices and disincentivise industrial scale touting.
The consultation is seeking views on a price cap that ranges from the original price up to a 30% uplift – that compares to current mark-ups averaging 50% and in some cases, tickets being sold at six times face value.
“The harm has been self-evident,” said Annabella Coldrick, CEO at the MMF. “Not only in terms of the hundreds of millions of pounds extracted away from the live music business, but also in the way that large-scale ticket touting undermines the relationship between artists and their fan base.
“By disrupting exploitative practices on platforms like Viagogo, we can help reconnect that relationship and ensure audiences are encouraged towards authorised primary ticket services and capped, consumer-friendly resale,” she added.
For the FanFair Alliance, there is now the potential of the UK emulating the 2021 Irish ban on reselling tickets above face value.
“Legislation is a key part of it,” said Adam Webb, campaign manager at FanFair Alliance. “If we can get to a situation like they have in Ireland, that would massively disrupt the business of ticket touting and, hopefully, put a stop to it on those platforms.”
The impact on platforms such as Viagogo in Ireland has been dramatic with tickets no longer being listed. A Viagogo page for Croke Park Stadium in Dublin – set to host Oasis on August 16-17 – tells users “do not create events here”.
Tickets for sold-out Oasis summer shows at Wembley Stadium are listed on Viagogo, alongside acts at the venue including Coldplay and Dua Lipa. Music Week found that the cheapest Oasis tickets on the opening date were £263 – at least double face value – while some cost thousands of pounds. Viagogo charges fees to buyers and sellers.
Twickets is an authorised resale partner for Oasis and Coldplay. Fans who use unauthorised platforms could have their tickets cancelled.
There are also concerns about fraudulent and speculative listings on secondary platforms. Authorised resale partners such as Twickets, Tixel, Ticketmaster, Eventim and AXS require proof of purchase.
If we can get to a situation like they have in Ireland, that would massively disrupt the business of ticket touting
Adam Webb
The government consultation will explore methods to increase the accountability of ticket resale websites and apps, as well as strengthening consumer enforcement.
“The most important thing for us is that someone can sell a ticket without losing any money and that [the cap] is enough to dissuade large scale ticket touts,” said Webb.
Removing the scope for vast profits would help eradicate online search results for secondary sites, where fans can pay over the odds for tickets still sold via authorised channels.
“It provides the key to making sure that those platforms can’t advertise on Google and on social platforms,” said Webb.
A senior Viagogo spokesperson said: “We will continue to constructively engage with the government and look forward to responding in full to the consultation and call for evidence on improving consumer protections in the ticketing market.”
Webb expects reforms to boost the primary market and authorised resale partners, as well as platforms such as Dice that offer a waiting-list system.
“Twickets has already proven that a functioning secondary market without exploitation is not just possible, but sustainable,” said founder Richard Davies. “By providing a transparent, fan-first platform, we help ensure fans aren’t priced out of live events while still enabling genuine resale for those unable to attend.”
The Twickets boss also warned on booking fees on unauthorised platforms.
Data from Virgin Media O2 suggested that touts cost UK fans an additional £145 million a year.
“If the government’s reforms have their intended impact, then a substantial portion of that revenue is likely to be re-spent within the live music economy – whether on primary tickets for other shows, on merchandise and vinyl, or within the local economy on food, drinks and transport,” said Coldrick.
As well as fostering stronger connections between artists and fans, Davies also expects spending to go back to the primary market.
“This would benefit artists directly, as they would see increased revenue from ticket and merch sales, while also helping them retain control over the ticketing experience,” he said.
Alongside the consultation on secondary ticketing (to conclude on April 4), ministers are seeking evidence on dynamic pricing in the primary market. It follows controversy around the sale of Oasis tickets last summer.
“We are pleased that the government is having a specific consultation around secondary ticketing,” said Webb. “Dynamic pricing feels like a separate conversation.”
FOLLOW 
