The EU regulation aims to end unjustified ‘geo-blocking’ – a term for when online sellers deny consumers access to a website based on their location, or re-route them to a local store with different prices.
But this doesn’t mean the trader has to set the same prices across all of its websites, or convert them for customers – instead, all of its websites must be accessible to all EU customers.
The regulation also means that if you’re travelling in the EU and buy tickets in person, such as to a concert, theme park or sports event, you’ll usually be entitled to pay the same price as a local – so if there’s a discount for under-25s and you’re under 25, you would be eligible.
The new rules are being enforced by each of the EU member states, and so the Competition and Markets Authority is responsible in the UK for now.
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