Ticketmaster and Ticketek Named in 2026 Shonky Awards for Pricing Tactics

Ticketmaster and Ticketek have been named in the 2026 Shonky Awards, an annual list published by the Australian consumer advocacy group Choice to highlight products and services deemed to be of poor quality or integrity. The ticketing companies were cited for what the organization described as "fleecing fans with tricky ticket tactics," specifically pointing to the implementation of dynamic pricing and the marketing of "in demand" tickets.

The consumer group highlighted instances where these pricing models led to significant costs for event attendees. For example, NRL fans purchasing through Ticketmaster were reportedly charged $50 more for "in demand" seats compared to regular seats, even when the locations were only a single row or bay apart. Similarly, Ticketek faced scrutiny over pricing for a John Farnham tribute concert, where some tickets were priced as high as $1,650.

In response to the criticism, a Ticketmaster spokesperson stated that the company does not utilize surge pricing or algorithms that automatically increase costs based on real-time demand. The spokesperson clarified that event organizers are responsible for setting the prices of sought-after seats closer to market value and may review these figures throughout the sales period. Meanwhile, a Ticketek representative noted that variable pricing was applied to a small fraction of tickets for the John Farnham event and emphasized that fans are notified of potential price changes before initiating a purchase.

The controversy surrounding ticket pricing comes as Australian authorities prepare for regulatory changes. New legislation regarding Australian Consumer Law, scheduled to take effect in July 2027, is set to restrict dynamic pricing in specific circumstances where it is found to manipulate consumers or distort their decision-making processes. Despite these upcoming changes, Choice has called for more comprehensive price-gouging laws to better protect the public from unfair trading practices.

The Shonky Awards, now in their 21st year, also recognized several other entities for various consumer-related issues. Virgin Australia was included on the list for its handling of expired flight credits from the COVID-19 pandemic, while Hisense received an award for a washer-dryer unit that requires 25 hours to complete a full wash and dry cycle on its energy-efficient setting. Additionally, Sony was criticized for its digital licensing model, which allows the company to remove purchased movies and games from user libraries without compensation.

Choice editorial director Mark Serrels indicated that public awareness regarding ticket pricing has intensified following high-profile events, such as the Oasis reunion tour. As the industry faces increased pressure from both consumer advocates and government regulators, companies like Ticketmaster continue to navigate the balance between market-driven pricing strategies and the expectations of their customer base.