I am an avid lover of live events. From sports to concerts, there's nothing quite like the shared energy of a crowd. Yet lately, all-too-often, my joy has been dimmed by an unfair phenomenon: dynamic pricing. This practice means that a person sitting next to me can end up paying a vastly different price for the same experience. It's pure profiteering where a company advertises a product or service at one rate, and then suddenly, hikes the price at the very moment you want to make a purchase. In many ways, it's similar to real-time bidding on a continuously moving item.

The most recent example of this being the Oasis Reunion tour for summer 2025. Ticket prices were advertised around £75 for seating and £150 for standing per ticket.  However, tickets were being sold for both seating and standing were being sold at over £380. On top of this, if an individual wished to re-sell their ticket they were prohibited from selling for above face value - yet the company selling the ticket could decide what that face value is from one minute to the next. 

Like many others, I believe that it's unjust for companies to take advantage of consumers in this way. The application of dynamic pricing for consumer goods has ballooned in the last decade. It's estimated that more than 20% of all online businesses now use some form of dynamic pricing (Price Intelligently, 2019 Report). However, just because it's becoming more common, doesn't mean it's acceptable.

The adoption of dynamic pricing methods by companies restricts access to goods and services for many individuals and families. It forces many of us to reconsider our participation in cherished activities, such as attending live events, due to sudden and unpredictable cost increases. This reality doesn't just threaten our communities and shared experiences—it diminishes our quality of life.

Let's take a stand against dynamic pricing. It's time for transparency, fairness, and a commitment to equal opportunity from businesses. Your signature is a step in making this change possible. It sends a clear message to these companies that we, as consumers, demand fairness and consistency in pricing. Sign this petition today to end dynamic pricing.