Ticketmaster is implementing new identity verification steps involving selfies and government IDs to combat bots. Discover how this affects your next concert purchase.

  • Ticketmaster has partnered with 'Persona Identities Inc' to verify buyer identities.
  • The process involves matching a government-issued photo ID with a live selfie.
  • Data retention is limited to 60 days for successful verifications but can last 3 years for failed ones.

In an effort to level the playing field for music and event enthusiasts, Ticketmaster is introducing enhanced security measures that may require customers to provide a photo ID and a selfie during the checkout process. This move aims to distinguish real fans from the sophisticated automated bots that have long plagued the ticketing industry.

The Partnership with Persona

Investigative reports from NBC 5 Responds reveal that Ticketmaster has integrated services from Persona Identities Inc, a company that specializes in identity verification. While Persona has been operational since 2018, its specific integration with Ticketmaster is a relatively recent development intended to curb unfair advantages taken by scalpers.

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According to Ticketmaster, when a security check is triggered, Persona uses encrypted, secure technology to confirm the buyer's identity. The system compares the photo on a provided government ID—such as a driver's license, state ID, or passport—against a real-time selfie to ensure the person making the purchase is indeed the owner of the ID.

Why This Matters

BozokMedia analysis shows that as digital fraud becomes more sophisticated, traditional security measures are no longer sufficient. This shift toward biometric-style verification represents a broader trend in the e-commerce industry to combat 'botting' and ensure equitable access to high-demand events.

Cybersecurity Consultant Brian Levine notes that Ticketmaster is facing immense pressure from bots and scalpers attempting to exploit the system for profit.

Data Privacy and Retention Policies

A critical concern for many users is how long their sensitive biometric and identification data will be stored. Ticketmaster has stated that for successful verifications, Persona will store the data for no more than 60 days. However, in cases of unsuccessful verification, data may be retained for up to three years to assist in fraud prevention efforts.

Fans who are concerned about their digital footprint have the right to request data deletion by contacting either Persona or Ticketmaster directly.

Did You Know?: This security measure is typically only triggered by 'atypical activity' associated with an account, meaning most fans will experience no change in their usual buying process.

Frequently Asked Questions

Question 1: Which IDs are accepted for verification?
Answer: Acceptable forms of identification include driver's licenses, state-issued IDs, and passports.

Question 2: Will my data be sold to third parties?
Answer: Ticketmaster states these measures are designed solely for security and to protect fans and their tickets.