The UK antitrust regulator has launched a series of investigations into eight online ticket resellers, including StubHub (STUB.US) and Viagogo, marking the first cases under newly strengthened rules aimed at protecting online shoppers. The Competition and Markets Authority (CMA) announced on Tuesday that it has initiated multiple probes into online sales tactics such as "drip pricing" and pressure selling.

The regulator stated that enforcement actions have been taken against eight companies, while warning letters have been sent to an additional 100 businesses. Drip pricing refers to a strategy where sellers gradually reveal fees during online transactions, often luring consumers with a low initial price before adding extra charges in subsequent steps. This practice is common in industries like travel and ticket sales. Pressure selling, on the other hand, employs countdown timers or similar tactics to create urgency and push consumers into quick decisions.

Under new regulations that took effect earlier this year, displaying misleading prices or using countdown timers in sales strategies is now explicitly prohibited. Sarah Cardell, head of the CMA, emphasized, "This is just the beginning of our efforts. Any business violating consumer laws should be aware that we will take firm action to stop unlawful practices and protect the interests of consumers and law-abiding companies."