How to avoid buying fraudulent tickets to the All Blacks vs Springboks match

Online shoppers are being urged to be vigilant when buying tickets online.

Rugby fans have been asked to check the validity of their test match passes, as more than 700 sold on secondary markets have been labelled as fraudulent.

Netsafe CEO Martin Cocker says it's best to stick with the places you know.

"The main thing that people should do is buy from the legitimate source," he said.

The cancellations came the same week controversial secondary ticket seller Viagogo was banned from advertising on Google search results. For years, Kiwis have been scammed by sellers on the platform, and stars including Ed Sheeran and James Blunt have urged fans not to use it. 

The Commerce Commission here has been investigating the site, which is based in Switzerland.

Cocker is pleased word is getting out about the dangers of re-sold tickets, but not everyone seems to know to avoid Viagogo.

"I think there's been quite a lot of resellers who are fraudulent or troublesome. People are seeing that media commentary, but I couldn't say whether it's turning people away from buying tickets from different places if they desperately want to go to whatever the event is."

Cocker believes there must be a better way of regulating the sector.

"Between regulation, technology and education, there has to be a way for us to make ticket-selling... reliable and safe. It just needs people to turn their mind to it and keep working on it." 

New Zealand Rugby is urging fans only to buy from official websites.