Viagogo is an international online ticket marketplace where people can buy and sell tickets for concerts, sporting events, theatre performances and other live entertainment. It provides an alternative route for fans who have missed an official ticket sale or want to sell tickets they can no longer use. However, buying through the platform is different from purchasing directly from an event organiser or an authorised ticket retailer.
The company operates in the secondary ticketing market, where tickets originally purchased from primary sellers are offered for resale. Prices are generally set by individual sellers and can be higher or lower than the original face value. Buyers may also encounter additional charges, ticket restrictions and delivery conditions that affect the overall purchase.
Viagogo has attracted attention from UK regulators over its pricing practices and the information provided to customers. In November 2025, the Competition and Markets Authority (CMA) opened a new investigation into whether the company was displaying mandatory fees clearly enough during the buying process. The investigation remained ongoing in the regulator’s update of 23 June 2026, with no finding of a legal infringement at that stage.
Understanding how the marketplace operates, what protections it offers and what risks may arise can help consumers make better-informed decisions before purchasing tickets.
What Is Viagogo?
Viagogo is an online platform that connects people who want to buy event tickets with people who want to sell them.
Founded in 2006 by Eric Baker, the business was established to provide an international marketplace for ticket resales. Baker had previously founded StubHub, another major ticket exchange, in the United States.
Unlike a conventional ticket retailer, Viagogo generally does not sell tickets directly on behalf of event organisers. Instead, it allows independent sellers to advertise tickets and set their own asking prices. Buyers can search for available listings, compare ticket options and complete transactions through the platform.
Its listings cover a broad range of entertainment, including international music tours, football matches, rugby fixtures, theatre productions and other live events. Availability depends on what individual sellers have listed.
This distinction between primary and secondary ticketing is important. Primary ticketing involves purchasing directly from an event organiser or its authorised ticketing partner. Secondary ticketing involves buying a ticket that has already been purchased from an original seller and is now being offered for resale.
Viagogo’s terms and conditions describe its service as a marketplace connecting buyers and sellers. They also explain that sellers set ticket prices and that resale prices may exceed the original face value.
How Does Viagogo Work?
The platform is designed to make ticket resale accessible through an online search and purchasing process.
A buyer starts by searching for an event, such as a concert, football match or theatre performance. Available listings may include different seating areas, ticket quantities and delivery arrangements.
Once a buyer selects a listing, the platform provides information about the tickets and the purchase conditions. The buyer can then proceed through the checkout process and pay using an available payment method.
The seller is responsible for supplying the tickets described in the listing. Depending on the event and ticket type, delivery may involve an electronic transfer, a mobile ticket or another permitted method.
Viagogo facilitates the transaction and provides a guarantee subject to its terms and conditions. Its stated buyer protection includes receiving the purchased tickets in time for the event and obtaining comparable replacement tickets or a refund in certain circumstances if the original seller fails to fulfil the order.
However, buyers should read the conditions carefully. The guarantee does not remove every possible risk associated with buying a resale ticket, particularly where an event organiser restricts transfers or resale.
Who Owns Viagogo?
Viagogo is part of the wider ticketing business operated by StubHub Holdings.
The company’s history is closely connected to StubHub. Eric Baker founded StubHub in 2000 before launching Viagogo in 2006 to serve international markets. StubHub was subsequently acquired by eBay in 2007.
In 2019, Viagogo announced an agreement to acquire StubHub from eBay. The acquisition was completed in February 2020, bringing the two ticketing businesses under common ownership. In September 2021, the parent company changed its name to StubHub Holdings Inc.
The two brands continue to operate as separate ticket marketplaces, with different geographical strengths and customer bases. Their combined corporate structure gives the group a substantial presence in the international secondary ticketing industry.
StubHub Holdings’ registration documents submitted to the US Securities and Exchange Commission in 2025 describe the relationship between the businesses and confirm the acquisition and subsequent corporate name change.
Is Viagogo Legitimate and Safe to Use?
Viagogo is an established ticket resale marketplace, rather than an unofficial website pretending to represent a concert organiser. However, this does not mean every ticket listing is automatically suitable for every buyer.
The platform provides a transaction process and a buyer guarantee, but customers should understand the difference between protection against a seller failing to deliver and the separate question of whether an event organiser will accept a resold ticket.
For example, an event organiser may impose restrictions on ticket transfers or prohibit resale through secondary marketplaces. A ticket could therefore create difficulties at the entrance even if the transaction itself was completed successfully.
The Advertising Standards Authority (ASA) has previously examined this issue. In a ruling published on 10 January 2024, it upheld complaints about Viagogo advertisements relating to tickets for BST Hyde Park and Taylor Swift’s Eras Tour.
The regulator found that the advertisements failed to explain material restrictions on resale tickets. The relevant event terms prohibited certain secondary-market purchases, creating a risk that buyers could be refused entry.
The ASA acknowledged that Viagogo offered a guarantee for customers who were not admitted, but concluded that the possibility of entry being refused was information consumers needed before deciding to purchase. It ordered the advertisements not to appear again in their existing form.
This does not mean every ticket bought through Viagogo is invalid. It demonstrates why buyers should check the individual event’s conditions rather than relying exclusively on the marketplace’s guarantee.
What Does the Viagogo Guarantee Cover?
According to its published UK terms and conditions, Viagogo guarantees that customers will receive their tickets in time for the event.
If a seller fails to provide the tickets listed, the company says it may offer comparable replacement tickets at no additional cost or issue a refund. The decision about comparable replacements rests with Viagogo.
Customers who receive incorrect or invalid tickets can raise a claim under the guarantee. However, the terms specify reporting deadlines and other conditions.
For problems that become apparent before the event, customers are advised to report them within 10 working days of receiving the tickets. If an entry problem occurs on the event day, the terms require customers to contact Viagogo within five working days.
The company also states that its guarantee does not affect statutory consumer rights under UK law.
Buyers should retain their booking confirmation, payment records, ticket details and any communication with the seller. If entry is refused, evidence from the venue or event organiser may also help when making a complaint.
Why Has Viagogo Faced Regulatory Scrutiny in the UK?
The secondary ticketing market has attracted regulatory attention for several years, particularly over pricing transparency, ticket information and the relationship between resale platforms and event organisers.
One of the most significant investigations involved the Competition and Markets Authority.
The CMA began examining secondary ticketing websites in 2016 and raised concerns about Viagogo’s compliance with consumer protection requirements. These included the presentation of ticket information and the need to make important restrictions clear to customers.
In November 2018, the regulator secured a court order against Viagogo. The company subsequently faced further scrutiny over its compliance. In September 2019, the CMA reported that outstanding concerns about how Viagogo presented information to customers had been addressed, suspending preparations for further court action at that time.
However, the regulatory relationship did not end there.
CMA Opens a New Investigation into Mandatory Fees
On 17 November 2025, the CMA opened a separate consumer protection investigation into Viagogo Entertainment Inc and Viagogo GmbH.
The investigation focuses on whether mandatory fees are included in the total price shown to customers at the beginning of the purchasing process.
The issue is particularly relevant to online ticket shopping because the advertised ticket price may not represent the final amount a customer must pay.
The CMA wants to establish whether Viagogo’s presentation of compulsory charges complies with consumer protection law. Its case page, updated on 23 June 2026, confirmed that the investigation remained ongoing.
Importantly, the regulator stated that opening the investigation did not establish that Viagogo had broken the law. No infringement finding had been made at that stage.
ASA Challenges a Claim About Below-Face-Value Tickets
Viagogo also faced scrutiny over a promotional claim about ticket prices.
In April 2025, the ASA upheld a complaint concerning a podcast advertisement broadcast in April 2024. The advertisement claimed that more than half of the events listed on Viagogo had tickets selling below face value.
Viagogo said the statement was based on its 2023 marketplace data. It argued that 53% of UK events for which tickets were sold had at least one ticket sold below face value.
However, the ASA found that the wording could give listeners the impression that consumers had a reasonable chance of buying tickets below face value, potentially with multiple tickets available for each event.
The evidence established that at least one ticket had sold below face value for the relevant proportion of events, rather than demonstrating the broader impression created by the advertisement.
The ASA therefore considered the claim misleading and instructed Viagogo not to repeat it in that form.
These cases demonstrate why transparency matters in secondary ticketing. Consumers need to understand both the amount they will pay and the conditions attached to the tickets they are purchasing.
What Are the Rules for Ticket Resales in the UK?
The UK’s secondary ticketing market is subject to consumer protection requirements, including provisions in the Consumer Rights Act 2015.
Section 90 places information duties on ticket sellers and secondary ticketing platforms. Where applicable, buyers must receive details of the seat or standing area, restrictions limiting who can use a ticket and its original face value.
The information must be presented clearly and before the buyer becomes contractually committed to the purchase.
For example, if a ticket is restricted to a particular category of customer, that restriction should be disclosed. Similarly, customers buying a numbered seat should receive sufficient information to identify its location.
The legislation is designed to help consumers assess what they are buying and whether the resale price represents reasonable value.
There are also general rules against misleading commercial practices and unclear pricing. The Digital Markets, Competition and Consumers Act 2024 introduced updated consumer protection provisions, which came into force in April 2025.
Government Plans to Restrict Resale Prices
The government announced further proposed reforms to ticket resales on 19 November 2025 following its consultation on the secondary ticketing market.
Its proposals include making it illegal to resell live-event tickets above their original cost, introducing a separate cap on resale platform service fees and limiting the number of tickets an individual can resell.
The government also intends to place stronger legal obligations on resale platforms to monitor and enforce compliance.
These proposals are aimed at tackling industrial-scale ticket touting while allowing genuine fans to resell tickets for events they can no longer attend.
However, the distinction between announced policy and legislation is important. The government said it would introduce the measures when parliamentary time allowed. The proposals should not be treated as an existing general legal price cap.
The planned reforms could significantly affect the business model of secondary ticketing platforms, including Viagogo, if implemented.
What Should Buyers Check Before Purchasing Tickets?
Buying through a resale marketplace requires more attention than purchasing directly from an event organiser. Customers should consider several factors before completing an order.
First, compare the resale price with the original ticket price. A listing may appear affordable initially but become considerably more expensive once booking charges, delivery costs and other compulsory fees are included.
Second, check the exact seating information. Buyers should look for the stand, block, row and seat number where applicable. For standing tickets, check the designated area and any restrictions that could affect access.
Third, review the event organiser’s ticket transfer and resale policies. Some organisers operate official resale facilities or impose conditions on tickets purchased through third-party platforms. A resale listing should not be treated as confirmation that the organiser will accept the ticket.
Customers should also check the delivery arrangements. Electronic tickets, mobile transfers and physical tickets can have different delivery deadlines. Buying close to an event date requires particular care because there may be limited time to resolve problems.
Finally, read the marketplace’s guarantee and refund conditions before paying. Buyers should understand how to report an invalid ticket, which evidence may be required and the deadlines for submitting a claim.
The ASA’s guidance on ticket advertising also makes clear that compulsory charges should be included in advertised prices where they apply to all or most buyers. This is an important consideration when comparing resale listings.
Can You Sell Tickets Through Viagogo?
Viagogo also provides a service for people who can no longer attend an event and want to resell their tickets.
Sellers can create a listing by selecting the relevant event, entering the ticket details and setting an asking price. The platform allows sellers to review the expected payment before completing the listing.
According to Viagogo’s support information, listing tickets is free, but a selling fee applies when a ticket is sold. The company says its fees can change depending on ticket supply and marketing costs. support.viagogo.co.uk
Sellers must ensure that their listings accurately describe the tickets available. This includes providing the correct seating information, quantity and delivery arrangements.
There are also responsibilities after a sale. Viagogo’s terms require sellers to deliver the tickets as promised and within the specified timeframe.
The company’s published terms state that successful sellers are generally paid five to eight days after the event, provided the buyer receives the tickets and successfully gains entry. viagogo.co.uk
People considering resale should also check the original ticket provider’s conditions. Not every ticket can be transferred or resold without restrictions.
Is Viagogo Worth Using?
Viagogo provides an additional option for people looking for tickets after an official sale has ended. Its international marketplace can offer access to events that may otherwise be difficult to attend, while its resale service gives ticket holders an alternative when their plans change.
However, the convenience comes with considerations that buyers should not overlook. Resale prices are determined by sellers, additional charges can affect the final cost, and event-specific restrictions may create problems even after a successful purchase.
The platform’s buyer guarantee offers a level of protection, but customers must follow its terms and reporting deadlines. It should not be treated as a substitute for checking whether a particular event accepts resold tickets.
Regulatory scrutiny also remains relevant. The CMA’s investigation into mandatory fees and the government’s proposed reforms show that pricing transparency and resale practices continue to attract attention in the UK.
For consumers, the most sensible approach is to compare official ticket outlets with secondary marketplaces, examine the full price and verify the event’s resale conditions before committing to a purchase.
Frequently Asked Questions
1. Is Viagogo a legitimate ticket-selling website?
Yes. Viagogo is an established online ticket resale marketplace where individuals and businesses can buy and sell tickets for concerts, sporting events, theatre performances and other entertainment. However, buyers should check ticket restrictions and event organiser policies before purchasing.
2. Is it safe to buy tickets from Viagogo?
Viagogo offers a buyer guarantee covering certain problems, including tickets that are not delivered or are invalid. However, this does not guarantee entry in every situation. Buyers should check whether the event organiser accepts tickets purchased through secondary resale platforms.
3. Who owns Viagogo?
Viagogo is part of StubHub Holdings Inc, the parent company of both Viagogo and StubHub. The company acquired StubHub from eBay in 2020.
4. Why are Viagogo tickets sometimes more expensive?
Viagogo operates a secondary ticket marketplace where sellers set their own asking prices. When demand exceeds supply, sellers may charge more than the original ticket price. Additional service and delivery charges can also increase the final cost.
5. Does Viagogo sell official tickets?
Viagogo primarily facilitates the resale of tickets originally purchased elsewhere. It is not generally the primary ticket seller or event organiser. Buyers should check the original ticket provider and the event’s resale conditions.
6. Can you get a refund from Viagogo?
Refunds may be available under Viagogo’s buyer guarantee if tickets are not delivered, are invalid or the seller fails to fulfil the order. Eligibility depends on the circumstances and the platform’s terms. Customers should report problems within the specified deadlines.
7. Can I sell unwanted tickets on Viagogo?
Yes. Viagogo allows users to list eligible tickets for resale. Sellers can set their asking prices, but selling fees may apply when a transaction is completed. They must also comply with ticket transfer restrictions and delivery requirements.
8. Does Viagogo charge booking fees?
Yes. Buyers may have to pay service fees and other applicable charges. The final amount can therefore be higher than the advertised ticket price. Check the complete checkout total before confirming payment.
9. Can Viagogo tickets be cancelled?
A completed ticket resale purchase is generally subject to Viagogo’s terms and conditions, and customers cannot automatically cancel simply because they change their minds. Refunds may be available in qualifying circumstances under the buyer guarantee or applicable consumer law.
10. Is Viagogo legal in the UK?
Viagogo operates in the UK secondary ticketing market, which is subject to consumer protection legislation, including the Consumer Rights Act 2015. Ticket sellers and platforms must comply with applicable information and pricing requirements. Individual event restrictions may also affect whether a resold ticket can be used.