FOLLOW US

Ticket reseller Vivid Seats is facing a proposed class action lawsuit claiming it lured customers with deceptively low prices before tacking on hidden fees at checkout — a practice known as “drip pricing.”

Filed by Maryland resident Laura Cheezum, the lawsuit alleges Vivid Seats misled consumers by advertising ticket prices 25% to 50% lower than the actual cost, only revealing “junk fees” in the final moments of checkout.

According to court filings, the company also used countdown timers to pressure buyers into completing purchases quickly — a tactic the complaint describes as “artificial urgency designed to manipulate consumer psychology.”

Alleged Violation of Maryland’s 2024 Anti-Drip Pricing Law

The complaint, originally filed in Maryland state court and later moved to federal court, claims that Vivid Seats’ pricing strategy directly violated Maryland’s 2024 law banning drip pricing.

Cheezum argues that by withholding the true ticket price, Vivid Seats unfairly drew consumers away from competitors that advertised “all-in” prices, gaining an illegal edge in the marketplace.

“Companies that use deceptively low advertised prices lure consumers away from honest competitors,” the suit says, citing a 2022 Federal Trade Commission (FTC) report stating that hidden fees can inflate prices by up to 20%.

From $450 to $616: One Consumer’s Experience

Cheezum said she purchased two tickets through Vivid Seats in February that were initially listed at $225 each, expecting a total of $450. But after the hidden fees appeared — minus a small $20 discount — the final charge ballooned to $616.24.

The proposed class includes all Maryland residents who bought tickets through Vivid Seats after July 1, 2024, when the state’s anti-drip pricing law took effect, as well as customers dating back to 2022.

According to a declaration by Kevin Boone, a Vivid Seats business analyst, more than 75,000 Maryland customers paid service fees between September 2022 and May 2025, when the company allegedly changed its pricing practices.

FTC Crackdown and Timing of Policy Shift

The timing of that policy change has drawn attention. Just days before the FTC’s new rule allowing civil penalties for drip pricing took effect in May 2025, Vivid Seats updated its website and mobile app to show the total “all-in” price upfront — potentially shielding itself from harsher penalties.

Still, the lawsuit claims that Vivid Seats benefited for years from “bait-and-switch” tactics that manipulated customers’ purchasing behavior.

“By hiding the true cost until checkout, companies can charge excessive junk fees while skirting economic consequences,” Cheezum argues in her filing.

Legal Representation and Response

Cheezum is represented by:

• Cory L. Zajdel and David M. Trojanowski of Z Law, and

• Oren Giskan of Giskan Solotaroff & Anderson LLP.

Counsel for Vivid Seats has not yet been identified, and the company did not immediately respond to requests for comment on Tuesday.

A Bigger Battle Over Hidden Fees

The Vivid Seats Drip Pricing Class Action is part of a broader national crackdown on hidden fees across industries — from ticket sales to hotels and airlines. Regulators and consumer advocates have labeled these charges “junk fees,” arguing they distort competition and exploit consumer trust.

As the FTC and state governments ramp up enforcement, Vivid Seats now stands as a cautionary example of what happens when pricing transparency takes a back seat to profit.