Viagogo: Global Ticket Marketplace Faces Regulatory Challenges While Seeing Growth in New Markets
Current State of Viagogo
Viagogo is a multinational ticket exchange and resale brand registered in the United States (Delaware) and owned by StubHub since 2021. The platform was founded in London in 2006 as an online marketplace for consumers to buy and sell tickets to sports, music, theatre and comedy events.
Recent Developments and Challenges
The company has recently faced criticism from the advertising watchdog regarding claims about ticket prices below face value. The Advertising Standards Authority (ASA) has challenged Viagogo’s definition of face value, noting it didn’t reflect consumers’ understanding or even Viagogo’s own website usage of the term.
The platform is currently under scrutiny from UK music bodies, including LIVE, the Music Managers Forum, and the FanFair Alliance, who are calling for a ticket resale price cap. These organizations have accused Viagogo of engaging in potentially unlawful practices, including allowing professional touts to list tickets with incorrect information.
Growth in Women’s Sports
Despite these challenges, Viagogo is experiencing significant growth in certain sectors. The platform has reported record-level demand for the upcoming UEFA Women’s 2025 European Championship (WEURO25), with a 112% increase in secondary ticket purchases compared to the 2022 edition. Internet searches for WEURO25 tickets have quadrupled compared to the 2022 tournament, with purchases occurring across 38 different markets.
Corporate Response and Future Outlook
In response to various criticisms, Viagogo maintains that it takes its legal obligations seriously and is fully compliant with UK laws and CMA orders. The company has expressed its commitment to operating a safe, transparent, and lawful marketplace for fans.
To protect customers, Viagogo offers a Buyer Guarantee which ensures that purchased tickets will be valid and guaranteed entry to events. If problems arise, such as invalid or missing tickets, the platform promises to either replace them or provide a full refund.
