No More Hidden Fees: What the FTC’s New Rule Means for Ticketed Attractions and Events

rossterri
May 6
6 min read

Say goodbye to sticker shock. Starting May 12, 2025, the Federal Trade Commission (FTC) is rolling out a new regulation that bans hidden ticket fees and requires upfront price transparency. Known as the Junk Fees Rule, this update has big implications for live events, short-term lodging—and yes, possibly your attraction too.

Whether you run a zoo, a seasonal festival, a holiday farm event, or a ticketed theme park experience, here’s what you need to know about the new rule—and how Audience Media Group clients can turn compliance into a competitive edge.

Why the FTC Is Banning Junk Fees

Let’s face it: no one likes getting hit with unexpected fees at checkout. From surprise service charges to vague processing fees, “drip pricing” has become a source of frustration for customers across the country.

That’s why the FTC is cracking down. The new rule ensures that whenever a business displays a price—on a website, an app, a flyer, or an ad—it must include all mandatory fees. In short: the price you advertise is the price the customer should pay.

Who’s Covered? And What About You?

The FTC’s focus is clear: the rule targets live-event ticketing and short-term lodging. That means:

Concerts, sports games, theater shows, festivals: Definitely covered.
Hotels, motels, vacation rentals: Also covered.

But what about theme parks, zoos, agritourism attractions, and other ticketed experiences?

It’s a gray area—but here’s our take:

Daily admissions to parks or zoos aren’t explicitly named. Technically, they might fall outside the narrow definition of “live event.”
Special events at your venue (e.g., Halloween lights, holiday shows, seasonal festivals) likely are covered and should follow the rule.
On-site overnight stays (cabins, farm stays) count as lodging and must comply.
Even if you're not named, the FTC and state regulators have made it clear: deceptive pricing anywhere can still trigger legal action. Transparency is now expected economy-wide.

👉 Bottom line: If you’re selling tickets, it’s smart (and safer) to act as if the rule applies. Honest pricing builds trust—and shields you from costly penalties.

What You’ll Need to Change

Here’s how AMG clients can align with the new rules and stand out as a consumer-friendly brand:

Show the full ticket price up front

If your $10 ticket includes a $2 online fee, don’t say “$10 + fees.” Say “$12 total” from the start.

Make the total price the star

If you still want to break down fees, do it like this: “$55 total ($50 ticket + $5 fee)” But never spotlight the $50 while hiding the $5 until checkout.

Be clear about what’s optional

Sales tax, parking, or add-on meals? Disclose them clearly before the customer pays, not after.

Audit every channel

Website, mobile app, Google ads, social media promos, printed flyers—all of it must reflect total pricing. One inconsistency can undermine your credibility (and risk a violation).

Train your team

Guest services, marketing, group sales—everyone quoting prices should now say “$X total”, not “$X plus fees.”

Why It Matters: Fines, Trust, and Abandoned Carts

The penalties are no joke: $51,744 per violation. And the FTC is ready to act.

But beyond compliance, this is an opportunity. Audiences are tired of hidden fees. When you price transparently, you:

Increase buyer trust
Reduce abandoned carts
Improve marketing performance (“what you see is what you pay” is a selling point)
Stay ahead of future state-level legislation that may go even further

What to Do Now (Before May 12, 2025)

Review your pricing displays. Identify where fees may be hidden.
Update all ticket listings to include fees in the upfront price.
Coordinate with third-party sellers to ensure they reflect total pricing too.
Educate your team on quoting and displaying prices consistently.
Let customers know you’ve made this change—it’s a great PR moment!

💡 Pro tip: Add a note to your site like, “We’ve adopted all-in pricing to eliminate surprise fees—what you see is what you pay.”

Transparency as the New Normal

The FTC’s Junk Fees Rule is part of a wider push toward price transparency in the economy. While your particular attraction or event might not be explicitly named in the rule, the safest course (and the one we recommend) is to align with its requirements. The good news is that doing so doesn’t just protect you from potential legal headaches or fines – it can also improve your customer relationships. Visitors appreciate honesty. When a family budgets for a day at a theme park, knowing exactly what the tickets will cost helps them plan and feel respected by your business.

By eliminating hidden fees and being up-front about pricing, you’re telling your guests: “We value your time and wallet, and we have nothing to hide in our pricing.” This approach can set you apart, especially as transparency becomes a competitive advantage. Remember, the FTC’s move to ban junk fees in tickets and hotels was driven by overwhelming public feedback that these fees are a problem. In short – people hate hidden fees. If you take them off the table, you not only comply with the law, you also position your attraction as fair and customer-friendly.

Next steps: Make the necessary changes before May 12, 2025, and communicate them. It could be worth notifying your audience that you’ve adopted “all-in pricing.” For example, a blog post or FAQ on your site could say, “We’ve updated our pricing to be fully transparent – the price you see for a ticket now always includes any service fees, so there are no surprises at checkout.” This lets customers know what to expect and that you’re proactively meeting the new standards. It’s a positive message in an era when consumers are increasingly sensitive to drip pricing tactics.

Finally, keep an eye on the landscape. The FTC rule is a significant step, but there may be further developments (the FTC has even encouraged lawmakers to expand junk fee bans across the entire economy). States like California have already enacted broader laws, and others may follow. By instituting transparent pricing now, you’ll be ahead of the curve for any future regulations that might cover theme parks, museums, restaurants, or other sectors.

In summary: The FTC’s Junk Fees Rule aims to ban hidden fees for tickets and lodging, mandating upfront full-price disclosure. While aimed at concerts and hotels, the spirit of the rule applies to all ticketed experiences. Attractions, parks, zoos, and agritourism venues should take this opportunity to scrub any hidden fees from their sales process. Embrace all-in pricing and clear disclosures – it’s not only about avoiding ~$50k per-violation fines, but also about treating your guests right. By May 12, 2025, make sure your ticket prices tell the whole story from the start. Your customers will thank you, and your business will be on solid ground in this new era of transparency.

DISCLAIMER: The information provided in this article regarding the FTC’s New Junk Fees Rule is for informational purposes only and should not be construed as legal advice. This article is intended to offer a general overview of the rule and its potential implications for theme parks, zoos, holiday events, farms, and festivals. Specific applications and interpretations of the rule may vary based on individual business practices, local regulations, and evolving legal precedents. Readers are strongly encouraged to consult with a qualified attorney in their jurisdiction to discuss their specific questions and concerns regarding compliance with the FTC’s rule and any other applicable laws. This information is not a substitute for professional legal counsel, and reliance on this information is solely at your own risk.

Sources:

Federal Trade Commission – Press Release on Final Junk Fees Rule ftc.gov
FTC Business Blog – “Getting to the Bottom Line: The Junk Fees Rule and Your Business” ftc.gov
Morgan Lewis law firm – LawFlash summary of the Junk Fees Rule morganlewis.com
Associated Press – “FTC bans hidden fees” news coverage apnews.com
Wiggin and Dana law firm – “FTC Releases New ‘Junk Fee’ Rule” article wiggin.com
Theme Park Insider – “Six Flags drops surcharge fees...” (context on state law and industry response) themeparkinsider.com

Looking Ahead

In a digital world where change is the only constant, AMG is your partner in innovation and growth. We empower our clients to thrive not just by reacting to trends but by anticipating them. Whether through AI-driven tools, social-first strategies, or cutting-edge SEO, AMG is committed to helping clients achieve unparalleled visibility and success in the new era of search.

Let AMG guide you through the future of search and beyond—because when the rules change, leaders adapt.

Interested in partnering with AMG? Explore how we can help your business achieve record-breaking growth.