Why is ticket pricing important?
When promoting an event, it’s important to ensure that any ticket pricing information displayed is transparent and complies UK regulations, including guidance from the Competition and Markets Authority (CMA).
Ticket prices may change as tickets sell through different pricing tiers. Any advertised price must also clearly reflect the applicable booking fees, delivery fees and other mandatory charges.
To help keep your event information accurate and compliant, we recommend not including ticket prices in your event description and any artwork used across marketing campaigns or event listings.
Skiddle's approach to ticket price transparency
At Skiddle, we have made adjustments to the ticket box display to help ensure that ticket prices and associated fees are presented transparently to customers.
These adjustments aim to make it clearer to customers what they will pay when purchasing tickets, including applicable booking fees and delivery charges.
However, promoters should also ensure that any pricing information they include in their event descriptions is accurate, up to date and compliant with the relevant regulations.
What ticket prices should I avoid displaying?
Avoid displaying ticket prices that exclude booking fees or delivery fees, or where the total cost to the customer is unclear.
Simply stating that additional fees apply is not sufficient as it does not explicitly inform the customer of the total, overall price they will pay.
Our Advice
To help avoid outdated pricing information and potential compliance issues, we recommend leaving ticket prices out of your event description and artwork.
Ticket prices may change as different pricing tiers sell out, and any advertised prices need to account for all applicable mandatory fees.
Instead, allow customers to view available ticket options and pricing through the event's ticket booking page, where the ticket box provides pricing information.
If you choose to include prices in your event description, ensure that all applicable mandatory fees are included and that the information remains accurate and up to date.
Keeping your event listing free from ticket prices helps you maintain clear, transparent and up-to-date event information.