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Government to introduce price cap on ticket touts and launch consultation on dynamic pricing

Long overdue.

Danny Jones - 10th January 2025

The UK government are finally set to install a price cap on re-sale tickets for touts and open an official consultation on the growing trend of dynamic pricing.

If you’ve bought a ticket to a live music show over the past year or so, you’ll have noticed that ticket prices in general are on the up – particularly if purchased from a reseller, in which case you might have paid through the nose for the privilege.

Not only does ticket touting remain a prevailing problem in the industry, with tonnes of tickets for big shows, especially, being snapped up in bulk or by bots and listed for re-sale before you’ve even added them to your basket, but the advent of this new dynamic pricing lark has made things even harder.

You only have to look at the controversy and chaos surrounding Oasis’ reunion tour, which ultimately saw some fans paying significant amounts more for practically the same ticket just a few days later in what many dubbed as ‘fraud’ and even ’emotional blackmail’.

Tackling resellers head-on

Knowing full well that people will go to extreme lengths to try and see the musicians and artists they love so dearly – in some cases being backed into a corner as the final figure displayed on the screen when they checkout suddenly jumps up – the modern ticketing industry is severely broken.

In fact, in the case of Oasis, more than 50,000 tickets were actually cancelled and re-listed for sale given the inordinate and completely extortionate levels of ticket touting.

With all that in mind, the government are now looking to enact more stringent measures on resellers, by announcing a new price cap on tickets put back up for sale which is set to be introduced (hopefully) in the very near future.

Targeting sites infamous for inflating re-sale costs such as Viagogo, StubHub and others, the bill published on Friday, 10 January proposes a price cap of face value plus 10-30% but no more, with an obvious aim to keep that number as low as possible.

According to the current figures, touts reportedly cost music fans alone more than £145 million in extra re-sale fees when purchasing tickets every year – a frankly ridiculous sum. There will always be tickets ending up on re-sale sites, that’s unavoidable, but a price cap could seriously improve the situation.

Down with dynamic pricing

Labour, who were voted into power back in July, are also set to try and combat dynamic prices, which essentially sees gigs and events set people back more or less depending on how the popular ticket sales have been up to that point, market trends and general demand. An initial review was called for last year.

Put simply, the more people want to attend a gig, platforms like Ticketmaster feel they are able to jack up their margins even after the initial price point has been established. The European Commission has been investigating these methods since September 2024.

Although it is still unclear as to the exact time scale of when these changes will come in, Labour MP Chris Bryant told NME that although they are still in the early stages, it is “now just a matter of how the government takes action.” And that’s where you come in.

The consultation is also crucially public, with the calling for people to submit their evidence on current pricing practices and continue engaging in the discussion throughout the progress. New Year’s Resolution: let’s curb ticket touts as much as we possibly can.

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