Ticketmaster's new selfie ID checks raise privacy concerns
Ticketmaster is requiring some customers to submit selfies and government IDs through third-party vendor Persona to fight bots and scalping, raising privacy concerns among fans. Biometric data may be kept up to 60 days after success, or up to three years if verification fails, according to company disclosures cited by WBAL-TV.
Key Takeaways
- Ticketmaster now asks some buyers for a selfie plus a government ID photo via Persona.
- The company says the checks aim to give real fans—not bots—a fair shot at tickets.
- A cybersecurity expert told WBAL-TV roughly 60% of traffic to Ticketmaster or StubHub and sellers comes from bots.
- Persona may retain biometric data for up to 60 days after successful checks, or up to three years after failed ones.
- Ticketmaster posted a record second-quarter revenue haul as Live Nation reported strong concert demand.
What is Ticketmaster asking fans to upload?
According to WBAL-TV 11 News Investigates, Ticketmaster is rolling out an identity check that requires some customers to submit a selfie and a photo of a government ID. Those files go to Persona, a software firm that compares the selfie with the ID image and looks for signs the ID may be fake.
Fans interviewed in Baltimore were uneasy. Soummaih Hydara said the extra friction might make them rethink whether a game or concert is worth it. Tony Fitchue told WBAL-TV he would not put a government ID into a data system.
Ticketmaster website language, as quoted by WBAL-TV, presents the process as protection for genuine buyers rather than automated bulk purchasers. Persona is the intermediary that receives the face image and ID scan, then scores whether the documents look authentic and match the person on camera.
Why does Ticketmaster say selfie and ID checks are needed?
Mass scalping and automated buying remain the stated target. Cybersecurity expert Bill Sieglein told WBAL-TV that about 60% of traffic to Ticketmaster or StubHub and sellers comes from bots that clear many human-style defenses and scoop up inventory. He argued identity proof could eventually ease price pressure by cutting bot purchases, but called the trade-off a "liberty cost."
That crackdown sits against a booming live market. Live Nation said Ticketmaster second-quarter revenue reached $852 million, up 15% year over year, with 90 million fee-bearing tickets sold, up 8%. Parent company revenue hit $7.7 billion in the quarter. Live Nation also reported fan attendance of 49 million, up 10%, and noted North America secondary ticket volume was flat as the business continues efforts to reduce scalper and bot activity.
More coverage of identity checks, payments risk, and platform data practices sits in our Fintech & Crypto Alerts hub.
How long can Persona keep Ticketmaster biometric data?
Ticketmaster disclosures, as reported by WBAL-TV, say Persona retains biometric data for no more than 60 days after successful verifications. For unsuccessful checks, data may be kept for up to three years for fraud prevention. Customer disclosures also state Persona does not sell information to third parties except for identity verification and fraud and abuse prevention.
Sieglein warned that if stated retention rules are not followed, companies could face lawsuits. WBAL-TV said representatives from Ticketmaster and Persona were contacted for comment but did not provide a response. For fans, the open question is whether fairer onsales are worth handing over face and ID data—and trusting how long that biometric trail lasts.