New legislation means big changes for event ticketing! We’re talking “all-in” pricing, where the price you see is the price you pay—no more surprise fees at checkout. This impacts how you display tickets on your sales pages. We dive into the specifics, showing you exactly how to adjust your pages to comply and keep your customers happy. Discover how to clearly display total ticket costs upfront, break down pricing components, and ensure transparency in all your event promotions. Learn to adapt to the new rules and build trust with your attendees by showcasing the full, all-in price from the start.
Necessary Changes to Ticket Sale Pages to Comply with All-In Pricing Legislation
With the Transparency in Charges for Key Events Ticketing (TICKET) Act and other evolving regulations, ticket sale pages must undergo critical updates to ensure compliance with all-in pricing requirements. Below are the key adjustments needed for airshow ticketing platforms and large outdoor event organizers.
1. Clear Display of Total Ticket Price Upfront
What needs to change?
- The full ticket price, including all mandatory fees (service fees, facility fees, and processing charges), must be displayed immediately when a consumer selects a ticket.
- No hidden fees should be added later in the checkout process.
💡 EXAMPLE:
| ❌ Uncompliant Format | ✅ Compliant Format |
|---|---|
| General Admission: $40 (additional fees added later at checkout), | General Admission: $48 (includes $8 service & processing fees). |
2. Breakdown of Pricing Components
What Needs to Change?
- Ticket sale pages should include an itemized breakdown of the ticket cost vs. additional fees.
- This breakdown should be visible before checkout, ideally in the ticket selection menu.
💡 EXAMPLE:
✔️ Base Ticket Price: $40
✔️ Service Fee: $5
✔️ Processing Fee: $3
✔️ Total Cost: $48
3. Pricing Transparency in Advertisements & Promotions
What Needs to Change?
- Event advertisements (digital ads, email campaigns, social media promotions) must display the full all-in price, not just the base ticket price.
- Any price comparisons must use all-in pricing across the board, ensuring fairness between vendors.
💡 EXAMPLE:
| ❌ Uncompliant Format | ✅ Compliant Format |
|---|---|
| Tickets start at $40!* (*plus taxes and fees) | Tickets start at $48 all-in! |
4. No Hidden or Late-Stage Fees
What Needs to Change?
- Fees that previously appeared at checkout only must now be included in the initial pricing display.
- No surprise charges can be added after the consumer has selected a ticket.
5. Compliance Notices and Buyer Education
What Needs to Change?
- Ticket sale pages should include a small compliance notice informing buyers that all displayed prices are final.
- An FAQ section can help educate customers on pricing changes and explain why ticket prices may appear higher upfront.
💡 EXAMPLE:
“Why am I seeing all-in pricing?
Due to new ticketing regulations, we now display the full ticket cost upfront. No hidden fees, no surprises!”
6. Adjusted Pricing Display for Dynamic & Tiered Pricing
What Needs to Change?
- If dynamic pricing is in effect, the displayed all-in price must reflect real-time fluctuations, including all fees.
- Ticket tiers should be presented with total costs for each option.
💡 EXAMPLE:
| ❌ Uncompliant Format | ✅ Compliant Format |
|---|---|
| Early Bird: $35 (+fees) General Admission: $40 (+fees) VIP Experience: $80 (+fees) | Early Bird: $42 all-in General Admission: $48 all-in VIP Experience: $95 all-in |
Conclusion
To comply with all-in pricing legislation, airshow ticketing platforms and event organizers must redesign ticket sale pages to prioritize transparency. These changes will require upfront adjustments, but in the long run, they can reduce cart abandonment, increase consumer trust, and improve ticket buyer satisfaction.
