Doherty says Irish EU commissioner has power to tackle dynamic pricing

Dublin MEP Regina Doherty has urged Ireland’s European Commissioner Michael McGrath to “prioritise consumer fairness” in response to the recent controversy over Ticketmaster’s ‘dynamic pricing’ model during the Oasis’ reunion ticket sale.

The Fine Gael MEP said “Ireland was the first country in the EU to see the impact of so-called ‘dynamic pricing’ at this level, and now it’s in the hands of Irish Commissioner McGrath to ensure it doesn’t become the norm.”

The surge in ticket prices, which saw fans paying significantly higher amounts than initially advertised, has raised concerns over transparency and fairness in the ticketing industry.

In Commission President Ursula von der Leyen’s mission letter to Michael McGrath last month, she said; “I would like you to focus on the impact and opportunities of digital technologies on consumers and our justice system. You will develop a Digital Fairness Act to tackle unethical techniques and commercial practices related to dark patterns, marketing by social media influencers, the addictive design of digital products and online profiling, especially when consumer vulnerabilities are exploited for commercial purposes. You will contribute to tackling challenges with e-commerce platforms, notably to protect consumers and ensure they benefit from a level playing field.”

After meeting with officials from the Directorate-General for Justice and Consumers, Doherty said: “The Digital Fairness Act offers a clear path forward to protect fans and ensure they’re not taken advantage of. We need to put consumer rights at the heart of our digital economy. This new legislation will be a critical tool for addressing the current issues facing fans and consumers.”

At an event in the European Parliament last week on the topic of dynamic pricing, Doherty said: “There are small changes we can make to instantly make the use of dynamic pricing more transparent. Like highlighting its use in a process before people try and buy a ticket, or advertising the possible maximum price beforehand, not just the minimum.”

“I don’t think we should ban dynamic pricing altogether, but we do need controls that ensure fairness and honesty in how it’s applied. It’s not just about the price – it’s about consumers being treated fairly. Transparency is key, and the current lack of clarity around pricing mechanisms is simply unacceptable.”