Ticketmaster is introducing a new identity verification process for select customers, requiring them to submit selfies and government-issued IDs.
The move aims to curb automated bot purchasing, but it has raised significant privacy concerns among event attendees.
The verification step is designed to prevent automated software from buying up event inventory.
Cybersecurity experts note that bots account for roughly 60 percent of all web traffic to primary and secondary ticket sellers.
Bill Sieglein, a cybersecurity expert, highlighted the scale of automated scalping. "About 60% of the traffic to Ticketmaster or StubHub and sellers is from bots.
That's absurd. That's a crazy number and they try to fight it," he said.
"They're buying up all the tickets and they can get past most of the defenses as if they're real humans."
Ticket buyers are required to submit their verification photos to Persona, a third-party software provider.
According to Ticketmaster's website, the system checks the live selfie against the uploaded ID document and scans for indicators of fraudulent identification cards.
Fans evaluating the new policy expressed reluctance over sharing sensitive personal documents online. "I'm going to ask myself, 'Do I really want to go to this game?
or do I really want to go to the concert? I'll probably do it, but that's not ideal,'" said Soummaih Hydara.
Other customers voiced complete opposition to uploading government identification into corporate databases. "I wouldn't put my government ID into a data system," said Tony Fitchue.
Industry experts emphasize that while identity verification could restrict automated scalping and stabilize ticket prices, it forces consumers to trade personal privacy for market fairness.
"You should have to prove your identity. And, that ultimately may lower ticket prices over time by reducing the bot purchases.
I think the downside is there's a liberty cost," said Sieglein.
The trade-off between privacy and ticket accessibility remains a central point of debate. "I'm giving up something of my own personal privacy to gain something.
I want to pay less for tickets. Am I willing to give that up?"
said Sieglein.
Official disclosures state that Persona keeps biometric data for up to 60 days following successful verifications, while data from failed verifications may be kept for up to three years to aid fraud prevention.
Disclosures also confirm that Persona does not sell customer information to third parties outside of verification and fraud protection purposes.
Legal obligations surround these stated retention policies if companies fail to adhere to their published guidelines.
"If they set that as the policy, but they don't follow it, then they open themselves up to lawsuits," said Sieglein.
Representatives from both Ticketmaster and Persona were contacted for comment regarding customer privacy concerns but did not provide a response.
