UK’s advertising authority says Viagogo ads not deceptive, creates anger within music industry

The UK’s Advertising Standards Authority (ASA) is under fire from the music industry and some in the political field after finding that controversial ticket reseller Viagogo ads were deceptive.

There were three complaints. One was from the music industry group FanFair Alliance set up to protect consumers from deceptive practices when buying tickets online.

The complaint was that Viagogo’s ad “Rolling Stones Olympic Stadium. Huge Selection of Tickets” was misleading because it did not specify it was a secondary ticketing website.

Viagogo argued that its customers knew the difference between primary and secondary sites, or that they would assume that the ad would take them to a primary site.

The ASA’s argument was that at no point in the ad did Viagogo claim to be a primary site.

It said in its finding: “We did not consider that consumers would assume that the ad was for a primary ticketing website and did not consider it to be misleading for the ad to omit what type of seller they were.

“We therefore concluded that the ad was unlikely to mislead consumers.”

The decision came under criticism from various sectors.

FanFair has appealed the decision, saying that the ASA was taking the side of the site rather than those of British consumers and that the evidence of Viagogo’s “deceptive” marketing was obvious.

It cited the way that Viagogo reportedly pays Google to be on top of its search engine, accounting, it said, for 40% of the traffic.

The Victim of Viagogo Facebook group, set up to help consumers who feel they were misled or mis-sold when buying tickets, reveals that:

•    91% found Viagogo through Google search.
•    92% did not realise the Viagogo listing they clicked on was an advert.
•    90% did not know Viagogo was a resale site.
•    95% believe Viagogo’s Google adverts should make clear that it is a resale site.

Claire Turnham, founder of the Victim Of Viagogo group, said: “We are totally shocked by the ASA’s U-turn. It’s clear that thousands are already being misled by Viagogo’s search advertising and deceptive practices.

“This decision ignores compelling evidence and will be disastrous for consumers – it gives Viagogo a green light to cause even more grief, misery and harm.”

MP Sharon Hodgson, chair of the All-Party Parliamentary Group on Ticket Abuse, called the ASA statement “one step backwards at a time when we should be moving forwards with stronger enforcement for the sake of fans across the country.”

Jonathan Brown, CEO of Society Of Ticket Agents And Retailers (STAR), called it “disappointing that the ASA has ignored the experiences of ticket buyers, as well as the many concerns raised by regulators, politicians and the industry over Viagogo’s practices.

“STAR supports FanFair’s appeal against this adjudication in the hope that it leads to a better resolution that actually works to protect consumers.”  

Last month, the UK music industry and its politician supporters urged Google to stop taking Viagogo payment, saying, “It is leading to consumers buying sports, music and theatre tickets that may be invalid.”