Ticketmaster Asserts Efforts to Prioritize Real Fans in Ticket Sales While NIVA and NITO Disagree
Ticketmaster has announced new initiatives aimed at curbing ticket scalping, following a recent lawsuit from the Federal Trade Commission (FTC). The company has implemented measures to prioritize real fans during ticket sales while facing criticism from industry groups.
New Measures by Ticketmaster
To address concerns over scalping, Ticketmaster is enforcing stricter rules. These include:
- Restricting users and brokers from creating multiple accounts.
- Mandating taxpayer ID verification for resellers.
- Employing AI for quicker identification and cancellation of bot-generated purchases.
Executive Vice President Dan Wall conveyed these updates in a letter directed at senators involved in the FTC lawsuit. He stated that Ticketmaster strives to enhance the proportion of tickets distributed to genuine fans.
Response to Allegations
Ticketmaster has denied accusations of collaborating with resellers to inflate prices, asserting compliance with the Better Online Ticket Sales (BOTS) Act. Wall highlighted that resellers will not be allowed to exceed set resale limits. Moreover, Ticketmaster plans to eliminate TradeDesk, a tool for resellers to track sales, amid claims of mismanagement.
Industry Backlash
The company’s new policies have faced skepticism from independent venue and touring organizations. The National Independent Venue Association criticized the timing of these measures, calling them insufficient in rebuilding trust with artists and fans.
They alleged that Ticketmaster has exacerbated issues by enabling predatory resellers. They suggested that a meaningful resolution would be for Ticketmaster to cap resale prices at face value.
Support from Artist Representation Groups
The National Independent Talent Association expressed support for Ticketmaster’s recent reforms. They emphasized that no platform should permit ticket sales above original prices, as this negatively impacts artists and their audiences.
As the situation unfolds, stakeholders are closely monitoring Ticketmaster’s commitment to genuine ticket sales and its transparency regarding resale practices.
