See Tickets is to enter the secondary ticketing market via new resale platform Fan2Fan.
The platform will enable fans to resell tickets legally for any of the 35,000 concerts and events available on See Tickets at no fee, while the premium for ticket buyers will be capped at no more than 5% of the face value.
"It's time to build trust and pricing certainty into the secondary market," said See Tickets CEO Rob Wilmshurst, who gave evidence at yesterday's select committee inquiry on ticket abuse. "The Fan2Fan platform is being developed with the support of the artist community, and it will make the market fairer and more ethical."
Buyers will be able to compare the ticket prices against primary ticket availability and the original price. White label variants of the platform will also enable artists to ensure legitimate and price-regulated ticket reselling on their own sites.
"I'm optimistic that our regulated platform for reselling and buying tickets will have a positive effect on the entertainment ticketing industry," added Wilmshurst. "See Tickets is making a positive contribution to regularise a marketplace that has seen too many fans ripped off for too long. We are determined to bring the resale market in from the shadows."
See Tickets, the UK ticketing arm of Universal Music Group owner Vivendi, handles the ticket sale for the Glastonbury Festival, whose commercial director Robert Richards said: "As the people who helped us build the very effective photo registration ticketing process for the festival, we know See Tickets are very much against touting and this new service seems like a really good move."