Original article published on Pollstar (05/29/18) by Gideon Gottfried

StubHub UK has announced that it will now display full ticket prices, including all fees to be added to the ticket, as the default option. "All ticket prices listed on StubHub UK will be the final price paid, with no additional fees added on at checkout, in compliance with the Advertising Standards Authority's (ASA) ruling," says the company. "This is the first of many of changes that StubHub is introducing to its U.K. website over the next several months, to improve the experience that fans have when buying a ticket from resale sites." Among the other promised changes are "enhanced seat information, clarity on any restrictions on the ticket and even more seller information." StubHub UK's Wayne Grierson notes these moves will guarantee that the company gives customers the experience and transparency they want. "This is why we welcome the clarification on all-in pricing, as it will help fans make accurate comparisons," he says. Meanwhile, StubHub's global public affairs director Aimee Campbell notes while the company is open to any measures that make it less difficult for fans to know actual ticket costs, "the ruling by the ASA means that primary and secondary sites will now offer fans a totally different experience as prices will be displayed in a very different way. We believe this will create confusion and put secondary sites at a disadvantage — especially in cases where tickets are being sold below the original price."

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