CMA secures undertakings from Ticketmaster on dynamic pricing following Oasis investigation

The question

What do Ticketmaster’s commitments to the CMA mean for the future of dynamic pricing?

The key takeaway

Dynamic pricing may breach consumer protection legislation if customers are not provided with clear and timely information about the nature of such ticket and their prices. The stakes have never been higher for ticket retailers as the Competition and Market Authority (CMA) now has the power to directly fine companies who undertake unfair consumer practices up to £300,000 or 10% of their global annual turnover, if higher, under the Digital Markets, Competition and Consumers Act 2024 (DMCCA). Ticketmaster’s commitments to the CMA demonstrate the sort of actions that the regulator is looking for to avoid enforcement action.

The background

The 2025 Oasis reunion tour will be remembered for two things: its wild popularity and rollercoaster ticket sales. Following complaints about hours-long queues and unexplained price hikes of up to 2.5 times standard ticket value, the CMA launched an investigation into the way Ticketmaster sold Oasis’ tour tickets. See our Winter 2024 Snapshots. In particular, the CMA has been examining whether Ticketmaster engaged in the following unfair commercial practices (which were prohibited under the applicable consumer regulation at the time, as now subsequently revoked and replaced by the DMCCA):

• failure to provide clear and timely information explaining dynamic pricing to customers, and
• pressuring consumers to purchase tickets within a short amount of time and at a higher price than expected.

The development

Following the investigation, Ticketmaster has given undertakings to the CMA that it will:

• give customers at least 24 hours’ notice of tiered pricing systems
• provide clear and timely information about prices during queues, including the range of ticket prices available when people join the queue, and regularly providing updates when cheaper tiers sell out
• avoid the use of misleading ticket labels such as “platinum”, and
• provide regular reports to the CMA for the next two years.

These undertakings are voluntary and do not involve an admission of liability by Ticketmaster as to any wrongdoing. The CMA has confirmed that, should Ticketmaster fail to deliver on its undertakings, enforcement action will be taken against it.

Why is this important?

Dynamic pricing is clearly high on the CMA’s regulatory agenda across sectors (live events, travel, leisure) and Ticketmaster’s undertakings demonstrate the types of actions that the CMA will expect from all ticket retailers when using these pricing models. Given the CMA’s enhanced enforcement powers under the DMCCA, companies should be particularly alert to the need to implement similar practices when using dynamic pricing in order to avoid potentially severe penalties.

Any practical tips?

Consumers should be given at least 24-hours’ notice where dynamic pricing is used, along with clear information about ticket prices when entering queues. Platforms should also provide regular updates to customers as cheaper tickets sell out.

Autumn 2025