StubHub UK has been fined £900,000 by the Competition and Markets Authority for concealing mandatory fees from tens of thousands of ticket buyers.
The regulator found the platform broke consumer law by failing to display the full ticket price upfront to more than 50,000 fans purchasing tickets through the site.
The illegal practice, known as drip pricing, involved unavoidable costs such as delivery and service fees being added only at the final checkout stage rather than shown from the outset.
The CMA’s investigation examined customers’ purchasing experiences on StubHub between 6 April and 7 December 2025, covering a substantial portion of the live events season.
On top of the £900,000 fine, StubHub has been ordered to repay more than £590,000 directly to affected customers, with each wronged buyer expected to receive around £10 per transaction.
Drip pricing was banned under the Digital Markets, Competition and Consumers Act 2024, giving the CMA new powers to pursue platforms that obscure the true cost of purchases from consumers.
Since gaining stronger consumer enforcement powers in April 2025, the CMA has reviewed over 400 businesses to assess their compliance with price-transparency rules.
Emma Cochrane, executive director of consumer protection at the CMA, said it is “not fair to draw people in with what looks like a good deal” when a higher price is only revealed at checkout.
“Going to a live gig or sports game is an event many people save for – and our action today means thousands of fans will get back money taken unfairly through hidden fees,” she said.
When made aware of the investigation, StubHub admitted to breaking the law and agreed to settle the case early, earning the company a 40 per cent reduction to its financial penalty.
Michael Geitzen, chief executive at creative agency Identity, said: “The CMA’s action sends a warning to every ticketing platform: transparency isn’t optional.”
Geitzen added that “fans have become conditioned to expect a higher price at checkout, and that’s a sign of a market that isn’t working properly,” highlighting the broader cultural damage caused by the practice.
Cochrane reinforced the CMA’s position clearly, stating: “Our message to businesses is simple: be transparent on costs or risk CMA action.”
The StubHub case forms part of a wider regulatory drive by the CMA to stamp out illegal online pricing practices across the UK’s digital marketplace landscape.