Football Supporters Europe (FSE) have called on the EU to introduce a ban on dynamic pricing at football – and they are backed by the multinational consumer rights group Euroconsumers.

Campaigners say there is a window of opportunity to ban the practice in EU countries as the European Commission’s Digital Fairness Act is expected to be reviewed in July.

Dynamic pricing has been in the media spotlight thanks to FIFA’s ludicrous pricing structure at the World Cup and it’s not just a football problem but something which exists across live entertainment.

FSE: “We call on legislators to introduce a ban on dynamic pricing and ensure that ticket prices are clear, predictable and fair.”

As a result FSE teamed up with the music sector’s Live DMA network, with both organisations pointing out that football and gig pricing can put live experiences out of reach for many.

Penalised for passion 

The campaign groups make the case that live events are fundamentally different to many market places where alternative products exist meaning organisers can exploit loyalty.

“There is only one organiser, one event, one date and often one dominant ticketing platform. Consumers have no meaningful alternative when prices suddenly increase,” says FSE’s press release.

“As a result, fans are effectively penalised for their passion. The ticket remains the same, the seat remains the same, but the price can soar within minutes. This reduces access to culture and sport, excludes many fans and undermines trust in the market.”

In October FSE, Euroconsumers, Live DMA and Reset! Network jointly wrote to the European Commission urging it to address this issue as part of the Digital Fairness Act. 

They warned that dynamic pricing in live events “transforms consumer loyalty into a bidding contest and risks further concentrating power in the hands of dominant market players”.

Euroconsumers’ The Real Price of Priceless campaign also highlights how experiences that bring people together – concerts, football matches, festivals and other live events – are becoming increasingly inaccessible due to unfair pricing practices.

While FIFA embraced dynamic pricing UEFA have said they will not use dynamic pricing at Euro 2028 and that 40% of tickets will be in the more affordable “Fan First” category.

That is a positive sign from UEFA, although leadership and decision-makers can change so a ban at EU level would be welcome. EU countries make up 27 of UEFA’s 55 national associations, making the introduction of dynamic pricing across UEFA’s competitions more difficult if it was banned by the Digital Fairness Act.

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