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UK Authority Announces Viagogo To Now Display ‘Transparent’ Ticket Pricing

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UNITED KINGDOM (CelebrityAccess) The UK’s Advertising Standards Authority has announced it has worked with Viagogo to bring about “material changes” to the website of the secondary ticketing company, making purchases more transparent.

The ASA listed the website as a “noncompliant online advertiser” in May, according to IQ magazine because it failed to show its fees upront. The authority said it it had received 25 complaints including from FanFAir Alliance, Festival Republic and Kilimanjaro Live not only about the pricing tactics but Viagogo’s use of the word “official” in adverts.

The ASA claims it has brought about a pricing arrangement that will see Viagogo stating “one single price … at the start of the consumer journey” including displaying VAT and booking fees, according to IQ.

The announcement reportedly does not affect the recent decision by the Competition and Markets Authority to investigate the company.

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