Taylor Swift declines dynamic ticket pricing for Eras tour to protect fans

Taylor Swift reportedly declined to use dynamic ticket pricing for her ‘Eras’ tour, which allows prices to fluctuate based on demand. This decision contrasts with Ticketmaster's surge pricing model, which has been criticized for its impact on fans. Swift's choice reflects her long-term view of her career and her desire to protect her fans. AEG Presents CEO Jay Marciano noted that she was willing to sacrifice potential income to avoid dynamic pricing. In the UK, a new law may require events to disclose maximum ticket prices upfront, following criticism of dynamic pricing practices. This comes amid ongoing discussions about consumer rights in ticket sales.