Research from consumer group Which? indicates that tickets for British live events are often accompanied by expensive and largely concealed online booking fees. As part of its "play fair on ticket fees" initiative, Which? conducted a mystery shopping probe into 15 music, comedy, and theater events across Britain via 20 ticketing companies. The group found that 67 percent of people who were charged a booking fee felt the level of fees was expensive in relation to the ticket's face value. Most participants agreed that companies should always show any additional mandatory charges upfront. "Consumers tell us they are feeling ripped off by the level of ticketing charges and the lack of transparency means it is almost impossible for people to compare prices when booking online," says Which? executive director Richard Lloyd. "We want to see the ticketing industry play fair on ticket fees, so that all charges are displayed upfront and with a clear explanation of what they're for." Advanced Ticketing's Mark Dewell says a balance must be achieved between businesses trying to make a profit and offering fair ticket prices to consumers. "For us, it's about offering customers value for money and if the feedback from customers is that booking fees are excessive then venues need to look at the ticketing model they are using," he says.