Viagogo PR Strategy to Block UK Ticket Resale Price Cap
Viagogo, a prominent secondary ticketing company, is stepping up its public relations efforts to prevent the UK government from implementing a ticket resale price cap, a measure promised by the Labour Party during the recent General Election campaign. The company has hired a PR agency to promote its stance, with Viagogo Global MD Cris Miller making appearances to defend against further regulation of online ticket touting.
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Viagogo’s Arguments Against Ticket Resale Regulation
In a recent Times article, Miller outlined Viagogo’s reasons for opposing additional regulations in the ticket resale market. One argument emphasized the ongoing Olympics in Paris and the potential impact of tighter regulations on ticket sales. Viagogo also released statistics promoting the economic benefits of events beyond ticket sales, known as ‘fanonomics,’ highlighting additional spending on various goods and services.
Anti-Touting Campaign’s Response
Adam Webb from the anti-touting campaign FanFair expressed concerns about Viagogo’s PR activities, suggesting that the company and its US owner, StubHub, are alarmed by the UK government’s proposed price-cap pledge. Webb criticized Viagogo’s ‘fanonomics’ study as self-serving and lacking credibility, dismissing its validity.
Labour Party’s Price Cap Proposal
Labour Party leader Keir Starmer pledged to introduce a 10% price cap on ticket resale, a move that could significantly impact commercial ticket touts who inflate prices for high-demand events. While Viagogo is eager to avoid the implementation of the price cap, the Labour Party included a commitment to address ticket touting in its manifesto.
Regulation Challenges Surrounding Olympics in Paris
The strict rules in France and the Olympics prohibiting the unofficial resale of tickets have drawn attention to the complexities of regulating the ticketing market. As seen in the Paris 2024 games, issues such as unsold tickets and a lack of a fluid ticket market have raised concerns about consumer experience and event attendance.
Viagogo’s Opposition to Price Cap Implementation
Miller argued against imposing a price cap on ticket resale platforms, suggesting that it could lead to more ticket fraud and dissatisfied fans. Despite attempts to align their lobbying efforts with the Olympics, the unique nature of these events makes it challenging to extrapolate ticketing issues to the broader market.
Future of Ticket Resale Regulation
As the Labour government moves towards fulfilling its price cap commitment, anti-touting campaigners like FanFair are prepared to counter Viagogo’s lobbying efforts. The Competition & Markets Authority’s call for stronger legislation to regulate the sector underscores the need to protect consumers and facilitate fair ticket resales.
Government’s Commitment to Consumer Protection
The Department for Business reiterated its commitment to introducing new protections for consumers in ticket resales, aiming to combat unethical practices that drive up prices on the secondary market. Efforts to prioritize fan interests and enhance transparency in live events signal a shift towards consumer-centric policies.
In conclusion, Viagogo’s PR campaign to resist ticket resale regulations faces scrutiny from advocacy groups and the government’s consumer protection initiatives. The ongoing debate surrounding ticketing practices reflects the challenges of balancing market dynamics with consumer rights in the evolving event industry landscape.