Why transparent pricing matters: Adhering to EU guidelines and building trust with customers

As a marketplace committed to transparency and fairness for both event organisers and athletes who register for events, we want to ensure that your events reach as many attendees as possible—all while complying with EU law. To achieve this, it’s critical to align on how ticket prices are presented across all sales channels, including ours and your own websites.

The issue: Inconsistent price presentation

Some event organisers display only the base price (e.g., €30) during promotion or on the initial checkout step, adding service fees (e.g., €3) only at the final step. This practice results in a final purchase price that is higher than initially advertised (€33), which is not compliant with the EU Unfair Commercial Practices Directive (Directive 2005/29/EC).

On our websites, we display the same price advertised on the official website or on the initial step of checkout. We do not include the service fee in the price, unless it has been included in the price advertised on the official channel.

Including service fees in our upfront price would put us at a disadvantage when customers compare our price with the base price displayed on other sites or platforms. This would give the impression that our price is higher.

The law: What the EU requires

According to Article 6(1)(e) of the Unfair Commercial Practices Directive, all mandatory fees and charges must be included in the price communicated to the consumer upfront, before the buying decision is made.

In order to comply with EU law, vendors must clearly indicate the total price of a product or service, including all taxes and additional charges.

Why this matters for you

• Legal compliance: Failure to disclose the full price upfront can lead to consumer complaints and regulatory action.
• Trust and conversion: Customers are more likely to complete purchases and return for future events when pricing is transparent and matches their expectations.
• Fair competition: Presenting the real, final price across all platforms prevents misunderstandings and negative brand perception.

Our commitment and what we need from you

Our websites always present upfront the same ticket price which you advertise on your website or on the first step in your checkout. To ensure your events succeed on our platform and elsewhere, we urge you to use the final price in all your communication and marketing material. Here’s how you can help:

• Always display the final ticket price, including service fees, from the very first step of promotion and checkout—on your website, emails, and any registration platforms you use.
• Ensure that any third-party ticketing providers or platforms you use also comply with these requirements.

Best practices for transparent pricing

1. Advertise the full ticket price (including all fees, taxes, or charges) wherever the price is shown.
2. If applicable, break down the components, but make sure the total, payable amount is front and centre.