The UK competition watchdog has ordered StubHub UK to pay a £1.5mn penalty for misleading ticket buyers through drip pricing — the practice of advertising a headline price then adding mandatory fees at checkout. The Competition and Markets Authority found the resale platform failed to include unavoidable charges such as service fees and delivery costs in its initial price displays.

This enforcement action marks one of the CMA's most significant penalties against a secondary ticketing platform. Drip pricing distorts comparison shopping and leaves consumers unable to assess true costs until late in the purchase flow. The regulator has pursued similar cases across travel and e-commerce, but the StubHub ruling signals heightened scrutiny of the live-events resale market.

The fine reflects revenue StubHub earned from UK consumers during the violation period. Beyond the financial hit, the order requires the company to overhaul its pricing presentation to show all-in costs upfront. Rivals including Viagogo and SeatPick face parallel pressure to align their checkout flows with consumer-protection law.

The decision establishes a clear benchmark: platforms that obscure mandatory fees will face material sanctions.