Which? responds to Euro 2028's decision to rule out dynamic pricing

Lisa Webb, Which? Consumer Law Expert, said:

“Football fans will be relieved to hear Euro 2028 organisers are ruling out dynamic pricing. Our research shows consumers buying tickets value transparency, so the unpredictability of dynamic pricing is a source of anxiety and frustration. 

“Many fans will be saving up to buy tickets so it's important that they know in advance what the prices will be. That way they can be confident that they won’t be caught out by sudden price fluctuations that risk them feeling under pressure to pay more than they can afford.”

-ENDS-