The Competition and Markets Authority's (CMA) latest action against StubHub UK sends a stark warning to consumer-facing businesses: transparency is no longer optional. The ticket marketplace has been ordered to pay £900,000 for concealing mandatory extra fees from over 50,000 customers purchasing tickets between April 6th and December 7th, 2025.
Not only must StubHub reimburse these affected users £590,000 – an average of approximately £10 per transaction – but the platform will also have to implement fundamental changes to its pricing structure. As part of this overhaul, unavoidable costs such as delivery and service fees will be clearly displayed upfront, no longer buried in the checkout process.
This move is a direct consequence of the CMA's investigation into 'drip pricing', a practice outlawed by the Digital Markets, Competition and Consumers Act 2024. Since acquiring enhanced consumer protection powers in April 2025, the watchdog has reviewed over 400 businesses to ensure their compliance with price-transparency regulations.
According to Emma Cochrane, executive director of consumer protection at the CMA, this action highlights the 'unfairness of initially attractive prices that turn out to be higher than advertised'. For many consumers, attending live events is a significant expense; StubHub's practices not only flouted the law but also exploited vulnerable customers.
StubHub's decision to opt for an early settlement with the CMA resulted in a 40 per cent reduction of its penalty. While this cooperation is welcomed by regulators, it does little to alleviate concerns over the broader impact of 'drip pricing' on consumers and the market at large.
The CMA has issued clear guidelines – a three-step checklist for businesses – aimed at promoting clear and upfront pricing. It remains to be seen whether these efforts will effectively curb such practices, but one thing is certain: transparency will become increasingly essential in navigating today's consumer landscape.