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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.
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Representatives from both Ticketmaster and Persona were contacted for comment regarding customer privacy concerns but did not provide a response.
