On February 19, 2026, the Mexican Federal Consumer Protection Agency (“PROFECO”) published in the Official Journal of the Federation the Resolution establishing the Guidelines to regulate the information and advertising of providers in the sale of tickets for mass concerts (the “Guidelines”), with the aim of establishing the guidelines that providers must observe in the information and advertising related to the promotion and sale of tickets for “mass concerts”. Such concerts are understood as the musical representation, function, act, event or exhibition in which one or more artists, previously defined or announced, are the only or main attraction; with a capacity of more than 20,000 attendees; organized or announced by the Responsible Promoter, at any place and time for entertainment purposes, and for which a ticket is required for entry.

The obligated entities are the “Ticket Offices”, who carry out the direct sale of tickets by any physical or digital means, as well as the “Responsible Promoters”, who organize or promote the concert, either directly or through the Ticket Offices.

Under the Guidelines, the Responsible Promoter must inform consumers at least 24 hours prior to the first ticket sale, including the event description, cancellation and refund policies, a map of the venue with clearly identified sections, and the total amount payable per section. In case of cancellation, clear and unambiguous information must be provided about the form of refund, which will be for the same amount paid and will be made through the same form of payment used in the purchase, as well as the bonus or compensation, when applicable, which may not be less than 20% of the price paid.

Likewise, from the beginning of the purchase process, the total amount of the ticket must be reported, including taxes, commissions, insurance and any additional charges. The price may not be increased at the time of the transaction, and prices that are staggered or different from those originally published are prohibited. In addition, the pre-selection of complementary services that the consumer must eliminate is prohibited; any additional services must be optional and expressly accepted.

When virtual queue mechanisms or electronic appointments are used, the consumer must be informed that access to them does not guarantee the availability of tickets, as well as the criteria for the operation of the process and the causes for which they could miss their turn. In addition, providers are obliged to protect their systems against bots or other technologies that allow counterfeiting, duplication or mass purchase of tickets.

Failure to comply with the Guidelines is subject to the provisions of Chapters XIII and XIV of the Mexican Federal Consumer Protection Law, which empowers PROFECO to impose the corresponding sanctions.

The Guidelines represent a direct response to the problems that have characterized the sale of tickets for mass events in Mexico, while strengthening the protection of consumer rights and providing greater legal certainty in terms of information and advertising related to this activity. However, it is striking that PROFECO has limited the scope of the Guidelines exclusively to mass concerts, leaving out other events of similar magnitude that face identical issues, such as soccer matches and other sporting events. In this sense, the Guidelines could have covered a broader spectrum of events to prevent situations such as those that have recently been reported in relation to the sale of tickets for the World Cup soccer tournament.