Quick Read
- StubHub and Viagogo are under investigation by the UK’s Competition and Markets Authority (CMA) for online pricing transparency.
- The CMA is examining if ticket buyers see all fees—including taxes and booking charges—upfront.
- The probe is part of new consumer protection laws allowing direct penalties and compensation orders.
- Drip pricing and pressure selling tactics are key focus areas.
- Updates on the investigation are expected in March 2025.
StubHub and Viagogo Face UK Watchdog Over Online Ticket Pricing Transparency
In the competitive world of live event ticketing, few platforms are as prominent as StubHub. But this November, the company finds itself at the heart of a major investigation led by the UK’s Competition and Markets Authority (CMA), as regulators seek to ensure consumers are not left in the dark about the true cost of tickets purchased online.
The CMA’s probe, announced on November 18, 2025, marks the first wave of cases under the Digital Markets, Competition and Consumers Act—a set of consumer protection laws passed last year to address the growing complexity and sometimes questionable practices of online retailers. Eight companies are being investigated, with StubHub and rival Viagogo singled out for their role as ticket resellers. The central question: when you buy a ticket on StubHub, do you see the full price—including taxes and booking fees—right from the start?
What Is ‘Drip Pricing’—And Why Does It Matter?
At the heart of the investigation is a tactic known as ‘drip pricing.’ Imagine browsing for a concert ticket, excited by a seemingly reasonable price. But as you proceed through the checkout, additional charges—service fees, taxes, or delivery costs—are revealed one by one. Suddenly, the ticket costs much more than you expected. This practice, regulators argue, undermines price transparency and can leave consumers feeling misled or trapped into paying more than they bargained for.
Sarah Cardell, chief executive of the CMA, emphasized the importance of trust in online shopping, especially during a period when household budgets are stretched: “It’s crucial that people are able to shop online with confidence, knowing that the price they see is the price they’ll pay, and any sales are genuine.” The CMA’s review, which began in April and examined more than 400 businesses, aims to ensure that all companies play by the same rules when it comes to pricing clarity.
StubHub: Popular Platform, New Pressures
StubHub has long been a go-to for fans seeking tickets to concerts, sports events, and theatre performances. For instance, fans of the Carolina Panthers were recently directed to StubHub to secure seats for the team’s upcoming clash with the San Francisco 49ers—an event drawing attention not just for the football, but also for how tickets are marketed and sold online. The platform’s vast reach and influence make its practices particularly significant in the eyes of regulators.
Under the new legislation, the CMA has sweeping powers. It no longer needs to take cases to court to decide if consumer laws have been broken. Instead, it can directly order businesses to compensate affected customers and issue fines of up to 10% of global turnover. This marks a new era of accountability for online platforms like StubHub.
Industry Reactions: Cooperation and Caution
Public responses from companies under scrutiny have, so far, been measured. A spokesperson for Viagogo stated, “We have continually engaged constructively with the CMA and will be fully cooperating with their investigation.” Other businesses, including AA Driving School and Marks Electrical, have expressed their commitment to transparency and compliance, while also highlighting steps they’ve already taken to address the CMA’s concerns.
StubHub, for its part, has not yet issued a public statement in response to the investigation. The outcome remains uncertain, but the platform’s practices will be closely watched—not just by regulators, but also by millions of consumers who rely on its services to access live events.
Consumer Impact: What Could Change?
For ticket buyers, the CMA’s action could mean a more straightforward purchasing experience. If the regulator determines that StubHub or others have breached the rules, it could lead to clearer pricing displays, upfront disclosure of all fees, and an end to misleading sales tactics such as pressure selling or countdown clocks designed to rush decisions.
Rocio Concha, director of policy and advocacy at consumer group Which?, called the investigation “encouraging,” and urged the CMA to use its new enforcement powers without hesitation if firms are found to have broken the law. “It shouldn’t hesitate to fine any firms that have broken the rules,” Concha added.
The CMA has also contacted around 100 other companies across sectors as diverse as travel, homeware, and fitness, putting them “on notice” to ensure compliance with pricing guidelines and avoid further enforcement action.
Looking Ahead: Next Steps for StubHub and the Industry
The next updates from the CMA are expected in March, as the investigations continue. Until then, the companies under scrutiny must review their practices and prepare for possible regulatory action. For StubHub, the stakes are high—not only in terms of potential fines, but also in maintaining consumer trust in a rapidly evolving digital marketplace.
As fans gear up for major sporting events and concerts in 2025, the CMA’s intervention could reshape how tickets are marketed and sold, nudging the industry toward greater transparency and fairness. The days of hidden fees and last-minute surcharges may soon be numbered—if regulators and consumers have their way.
The CMA’s investigation into StubHub marks a pivotal moment for online ticketing. By challenging ‘drip pricing’ and demanding upfront transparency, regulators are pushing the industry toward practices that respect consumer rights and trust. The outcome will likely set a precedent, not just for StubHub, but for all digital marketplaces where price clarity is essential.