On Wednesday, November 4, the consumer advocacy group Choice named Ticketek and Ticketmaster as recipients of its 2026 Shonky Awards . The organization accused the companies of using deceptive pricing tactics to exploit fans during a cost-of-living crisis.
Choice targets Ticketek and Ticketmaster in 2026 Shonky Awards
Choice has officially identified Ticketek and Ticketmaster as the primary recipients of its latest Shonky Awards, citing a pattern of predatory behavior. The consumer advocacy group argues that these ticketing giants employ "sneaky mechanisms" like dynamic pricing to push costs to extreme levels without providing clear disclosure to the public. This move highlights a growing tension between major entertainment retailers and consumer protection advocates who argue that corporate profits are being prioritized over fan welfare.
The current scrutiny of the ticketing industry echoes previous crackdowns on secondary market exploitation, such as the 2017 Shonky Award bestowed upon Viagogo for its dodgy practices. As Choice spokesperson Monique Perry stated, these tactics create a "hostile buying environment" that specifically disadvantages everyday people struggling with economic hardship. The group continues to monitor the sector, demanding regulatory changes to prevent hidden fees and ensure fair access to live events.
Ticketek defends its A$1,650 'Ultimate' tickets and pricing data
Ticketek, which operates as a subsidiary of the TEG group, has disputed claims that it engaged in price gouging for a recent John Farnham tribute concert. According to the report, a company spokesperson clarified that the premium "Ultimate" tickets, which were priced at A$1,650, were not subject to any dynamic pricing mechanisms. The company emphasized that these high-end tickets represented less than one percent of the total inventory available to the general public.
Ticketek further provided specific data to suggest that the vast majority of its customers faced stable pricing. The company noted that over 92 percent of all tickets were sold at their original fixed price.. while the report mentions that 3.7 percent of tickets saw price increases and 3.3 percent saw decreases, Ticketek maintains that fewer than seven percent of all tickets were affected by any pricing adjustments at all.
Ticketmaster shifts blame to event organizers for price fluctuations
Ticketmaster, a subsidiary of Live Nation,has denied using automated algorithms or surge pricing to inflate costs in real-time. The company maintains that it is a transparent platform and that ticket prices are ultimately set by the event organizers rather than the ticketing service itself. While the platform facilitates the sale, it asserts that it does not control the base cost of the admission.
The company also addressed the issue of "in-demand" tickets, explaining that organizers may set prices closer to market value and review them throughout a sales period. Ticketmaster insists that these prices do not automatically increase simply because a higher number of fans enter a digital queue. The platform continues to claim that it invests heavily in technology to protect buyers and improve the overall safety of the transaction process.
The mystery of 'in-demand' price fluctuations
Several critical details regarding the mechanics of "in-demand" pricing remain unverified by the current reporting.. It is still unclear how organizers define "market value" or what specific metrics trigger a price review during a live sale. Furthermore, while the companies have provided statistical defenses, the source does not include a response from the event organizers themselves regarding how much control they actually exert over the final price paid by the consumer. It also remains to be seen whether Choice's findings will prompt formal intervention from government regulators.
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