March Madness is approaching. As the stakes increase for every game, the demand for tickets goes up.
Unfortunately, that’s where scammers come in. Today’s technology has made it easy for those with zero scruples to create counterfeit tickets and charge exorbitant prices for them.
Checkbook.org says the problems only become apparent at the turnstile, since “many fans don’t find out they’ve been scammed until they show up at the venue and can’t get in. Some learn they bought counterfeit tickets. Others have legitimate tickets that the scammer sold to multiple people; in that scenario, the first person who has their ticket scanned at the gate gets in, but the others don’t. It’s a familiar and frustrating problem for the companies that operate concert and sporting venues.”
And the problem is on the rise. Reports of ticket scams (sports, concerts and other events) to the Better Business Bureau (BBB) increased from 13,168 in 2020 to 17,941 in 2021 and then slipped just slightly to 16,762 in 2022, according to BBB spokesman Josh Planos, who spoke with AARP about the problem.
Ticket scams have been a problem for years, but digital technology “makes it more difficult than ever to spot fake tickets or detect a scam until it’s too late,” Teresa Murray, consumer watchdog at the U.S. PIRG Education Fund, warned in a recent blog post. It’s easy to forge barcodes, QR codes, and logos of actual ticket companies.
Ticket Generator notes, “As an event organizer, you are responsible for ensuring that every ticket buyer can attend your event. You don't just want anyone to walk in and claim they have a ticket, so how do you protect yourself against counterfeiters?”
Need some suggestions? Ticket Generator provides a list that is reproduced below; to see the full article, go here.
1. Implement advanced ticketing technologies
Modern advanced ticketing systems use various security features to safeguard against duplication or imitation. These systems utilize unique barcodes or QR Codes for each ticket: an effective deterrent to counterfeiting.
When an attendee comes to your event, their ticket's barcode or QR Code is scanned. The scanner, linked to your ticketing system, quickly verifies whether the ticket is genuine or not. This real-time verification is difficult for fraudsters to bypass, helping protect your event from counterfeit tickets.
If a ticket fails verification, it signifies that it is either fake or has been replicated using a genuine ticket's barcode or QR Code. In either case, the fraudulent ticket can be instantly nullified, protecting your event and genuine attendees.
With proprietary ticketing platforms, event owners can create tickets with QR Codes for real-time verification. This is a great way to protect your event from counterfeit tickets and the unauthorized reselling of tickets on secondary markets.
2. Authenticate your tickets
When it comes to physical tickets, adding visible elements that are tricky to replicate can be a highly effective anti-counterfeit strategy. Techniques used in banknote printing, such as holography and watermarked paper, can translate well to ticket authentication.
Authentication techniques like these deter fraudsters and aid any staff checking tickets. It provides them with straightforward and fast methods to spot suspect tickets, making your event safer and more secure.
3. Limit print-at-home tickets
Print-at-home tickets may be convenient, but they are also susceptible to fraud, as they are easily duplicated. Limiting or completely avoiding print-at-home tickets can reduce the risk of counterfeits.
Instead, consider adopting mobile ticketing technology, which offers greater security and is much harder to replicate since it involves digital authentication methods.
Mobile ticketing also benefits attendees by allowing them access to their tickets through their smartphones. This eliminates the need for physical copies and makes ticketing more efficient and environmentally friendly.
4. Partner with registered sellers
To help prevent fraud, distribute your tickets through registered and recognized platforms. Partnering with reputable platforms reassures buyers that their purchases are legitimate and helps eliminate unauthorized sellers producing counterfeit tickets.
With [proprietary platforms including Ticket Generator], you can distribute your tickets to customers quickly and securely. You can create and share your tickets in multiple formats, making it easy for customers to access them on any device.
You can also track all ticket sales with our complete analytics system, allowing you to monitor how many tickets have been sold and which are still available.
5. Monitor ticket sales regularly
By regularly monitoring your ticket sales and secondary market platforms, you can identify irregularities or suspicious activities. Keeping a close eye on sales helps detect potential fraud early on.
Utilize automated systems or data analysis tools to stay informed about ticket sales patterns and promptly address any discrepancies. This ongoing monitoring protects your event from fraud and helps maintain the trust and satisfaction of your attendees.
(All items 1-5 provided by Ticket Generator.)
For those who want to educate individuals about purchasing tickets (in order to keep them safe from scammers), US PIRG has extensive advice available here.
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