"Dark pattern" tactics are being used to dupe Australians into paying up to 900% more for tickets that are resold by third-party sites, a joint report from three consumer bodies reveals.
The Australian ticketing resale market has fared the worst in a report
examining complaints conducted by Which?, Consumer NZ and CHOICE. The report Sold out: Consumers
& the Ticket Resale Industry examined more than a thousand complaints
in the markets of Australia, NZ and the UK.
Tickets purchased in Australia from resale sites such as Viagogo,
TicketMaster Resale and StubHub were sold higher than face value in 83% of
cases, had hidden fees tacked on in 68% of cases and were for the wrong
seats in 8% of cases.
But four-out-of-five Australians who purchased a ticket from these
resellers believed they were buying it from an official vendor, in part
because of how they were marketed and because of the design tactics used by
Viagogo, which "overwhelmingly accounted for the majority of customer
service problems", buys the valued real-estate of a top Google Search
result for upcoming concerts and events, and then lists itself as an
Facebook is also used to feign a genuine events page. Clicking the link in
the description can often divert ardent fans to reseller sites.
These reseller sites then subject people to deceptive tactics known as dark
patterns, which are design and text cues intended to fabricate a sense of
urgency so that a sale is made on the spot.
"These are the last tickets left at this price, don't wait until it's too
late!" one message can read. Or a warning sign will pop up urging there
are "less than 1% of tickets left for this event".
The majority of sales are made at notable markups. A Perth man paid $90 for
an AFL ticket and was given a kids' ticket valued at $7 – a markup of 900%.
Another instance involved a $70 ticket that was sold on a reseller's site
for $650 – a markup of 829%.
These markups – the highest detailed in the report – both happened in
Google says the advertisements promoted on its search engine are vetted.
"Users can lodge complaints if they believe an advertiser breaches these
policies and all complaints are investigated," the company told CHOICE
earlier this year.
"Ads that violate our terms and conditions we will be removed."
The worst ticket resale offenders were found to tack on charges that
commonly equate to 25% of the ticket's value.
Pensioner Dugald Docherty was hit with a $512 'Viagogo service fee' when
he bought a $2201 ticket to a soccer game last year. The fees alone cost
more than the $442 sales price officially being offered by the club for the
best seats in the house.
It took him five months of emails, calls and legal threats to earn a
Some people who purchased tickets from a reseller were denied entry
altogether, the report claims, though the amount was not high
at just three percent.
Findings from a CHOICE investigation into ticket resellers were turned over
to the Australian Competition and Consumer Commission (ACCC) in March. The
competition watchdog initiated legal action against Viagogo earlier this
week, alleging it made false and misleading representations, and by engaging
in misleading and deceptive conduct.
The issue of ticket resales is an international one as people often buy
them to see shows in foreign countries. The most egregious of these
companies, which appears to be Viagogo, is under investigation by the
government organisations representing consumers in the UK, US and in its
home country of Switzerland.