Customer Communications
As you may be aware, the UK’s Competition and Markets Authority (CMA) recently published new guidance under the Digital Markets, Competition and Consumers Act 2024, introducing clear standards around price transparency in customer purchase journeys.
The guidance requires that any price shown to consumers must reflect the total amount payable, including all mandatory fees and charges. This is to prevent practices like drip pricing, has been known to mislead customers and reduce trust.
At Line-Up, we currently support displaying prices inclusive of ticket level fees as an option in the customer booking flow (if you need to add a delivery fee, please contact us to discuss that scenario). From 12 February 2026, however, we will make this mandatory across all customer facing booking flows in the UK. This means:
All ticket prices displayed to customers during reserved seating selection will include any fees (outside adjusters), and
All ticket prices displayed to customers during GA ticket selection will include any fees (outside adjusters) with the included fee stated underneath the total price.
Indication in the basket that fees and taxes are included as shown below
In the Variant Selection Display
Reserved Seating
The prices in the above screenshot all include fees.
NOTE - this pop-up only appears if you have multiple Variant options
General Admission
The above screenshot shows the total price, underneath stating that it includes the fee, rather than showing the price + the fee as separate
In the Basket
The total price is shown, hovering over the icon beside TOTAL provides the information that fees and taxes are included
Reserved Seating
General Admission
We do have additional options for how the fees are displayed, and whether they are broken down in the basket. Please contact the Client Support to request this.
This change aligns with both the CMA’s expectations and our goals of delivering a trustworthy, user friendly ticketing experience. We believe it will help improve customer satisfaction, and promote pricing visibility across all events.
Display Options for the Inclusion of Ticket Level Fees - Reserved Seating
Display the total ticket price only - No price breakdown (default)
On the venue plan:
In the basket:
Display the total ticket price including fees - Included fee amount displayed separately
On the venue plan:
In the basket:
Display the total ticket price including fees - Breakdown of ticket face value and fee amount displayed separately
On the venue plan:
In the basket:
Display Options for the Inclusion of Ticket Level Fees - General Admission
Display the total ticket price including fees - Included fee amount displayed separately (default)
On the price selection screen:
In the basket:
Display the total ticket price including fees - Breakdown of ticket face value and fee amount displayed separately
On the price selection screen:
In the basket:
If you have any questions or need assistance in preparing for the change, our client support team is here to help.
You can find out more about the CMA Price Transparency Guidelines on the GOV.UK website.