What is All-in Pricing for Tickets?

All-in pricing (also called total price display) means showing customers the full price of a ticket, including booking and other unavoidable fees, from the first time the price appears rather than adding fees at checkout. The opposite, known as drip pricing, shows a low headline price and adds fees later. Many countries now require all-in pricing for event tickets.

How all-in pricing works

Showing an all-in price involves five steps:

  1. List every fee: identify all charges a buyer cannot avoid, such as booking and facility fees.
  2. Combine them: add them to the face value to give one total price.
  3. Show it first: display that total wherever the ticket is advertised or offered.
  4. Explain optional extras: show optional items, such as delivery upgrades, separately and clearly.
  5. Keep it consistent: the price at checkout should match the price advertised.

Clear pricing builds trust with audiences, which matters for music venues selling their own shows as much as for ticketing companies.

All-in pricing vs drip pricing

All-in pricing shows the total price from the start. Drip pricing reveals unavoidable fees step by step during checkout. Drip pricing makes prices look cheaper than they are and is now restricted in the UK, the US and elsewhere.

Key rules on ticket fees

  • UK: the Digital Markets, Competition and Consumers Act 2024 bans drip pricing, with the rules in force from April 2025
  • UK: the Competition and Markets Authority can fine businesses up to 10% of global turnover
  • US: the Federal Trade Commission's rule on fees for live-event tickets took effect in May 2025
  • Optional extras can still be shown separately in both countries
  • Other countries have their own rules, so check locally

Frequently asked questions

Can venues still charge booking fees?

Yes. All-in pricing does not ban fees; it means unavoidable fees must be included in the price shown from the start.

Do taxes need to be included?

In the UK, the total price must include all unavoidable charges, including VAT. In the US, some government taxes and charges can be shown separately, as long as they are disclosed before payment.

Does all-in pricing apply to resale tickets?

Generally, yes. Resale platforms must also show the full price. In the UK, the CMA has acted against resale sites over hidden fees.

Related terms