Ticket pricing revisited

07 June 2005

CAP's revised Ticket Pricing Help Note

The Help Note issued by CAP in April 2004 required, in most circumstances, advertised ticket prices to include extra charges payable by consumers.  Because extra charges might vary, it became clear that, instead of quoting inclusive prices, advertisers were not including prices in their advertisements at all.  That resulted in consumers not being aware of the likely cost of tickets before making enquires with advertisers.  The revised Help Note allows advertisers to quote prices that exclude extra charges provided, if extra charges apply, they include a prominent qualification stating that extra charges exist.

The revised Help Note on Ticket Pricing states:

• Advertisers may state face value of tickets without qualification only if no extra charges apply through any method of booking stated in the advertisement.
• If the face value price varies, for example by quality of seat or different venues, marketing communications that quote prices should state the range of prices for which the tickets can be bought or should state a “from” price
• If extra charges are not mandatory, advertisers may state either face value prices, if the advertisement explains where and how the face value tickets can be obtained, or inclusive prices.
• If extra charges are mandatory and common, advertisers should state the inclusive price that must be paid for the ticket. 
• If extra charges are mandatory but variable, advertisers may state the minimum inclusive price that must be paid for the ticket as a “from” price but should include a qualifying claim.
• The statement of extra charges, or their existence, should be no less prominent than the price.

The revised Help Note is a simplified version of the previous one and allows advertisers to quote the face value of tickets, providing they state where those tickets can be obtained and ensure consumers are aware that extra charges will be levied if tickets are bought through specific outlets.

Click here to read the revised Ticket Pricing Help Note