The Society of Ticket Agencies and Retailers (STAR) has launched a new kitemark to help consumers avoid being ripped off by rogue ticket sellers.
The kitemark, which will be displayed by reputable websites and ticket outlets, allows ticket buyers to know at a glance that they are buying from a company that adheres to a strict code of conduct and is authorised to sell tickets to events and shows.
The launch of the kitemark follows research carried out by STAR, which revealed that one in 10 consumers would buy tickets from a site if it “looked genuine”, while another 10% said they never thought about checking a website’s authenticity.
Jonathan Brown, Secretary of STAR, commented: “It is the show of strength that the entertainment ticketing industry has been waiting for. Ticket fraud is an industry-wide problem and we needed an industry-wide solution to tackle it head on. By introducing a ticketing industry kitemark, much like the trusted ABTA symbol consumers see when they book with reputable holiday companies, we can give the buyer confidence that they are getting the genuine article. By giving the ticket-buying public these assurances, we can all work together to help to reduce incidences of ticket fraud and the opportunities for those who unscrupulously prey on such an alarmingly high number of innocent people.”
With online ticket fraud alone estimated by the National Fraud Authority to total £168 million each year, organisations including the Society of London Theatre, Concert Promoters Association and National Arenas Association have been keen to support the new kitemark.
“Consumer confidence is vital to the future of the industry,” Brown added. “By educating ticket buyers to choose authorised ticket sellers that operate under the STAR kitemark, we can help to significantly reduce ticket fraud and the damaging effect it has on the industry, as well as the potentially devastating consequences for consumers.”
MA