A report on Ticketmaster’s purported plans to tie event access to personal health data set the company into damage control mode over the weekend. The Live Nation Entertainment-owned giant issued “clarifications” over the policy, which drew sharp criticism from some who viewed it as invasive and rife for potential abuse.
“We know there’s been some incorrect information being reported around safety/entry requirements and want to ensure everyone has all the facts,” Ticketmaster tweeted on Thursday. “To clarify, there is absolutely no requirement from Ticketmaster mandating vaccines/testing.”
A link included in the tweet went to a Ticketmaster help page detailing the COVID screening requirements involving the company. The page details that the company itself has no requirements for COVID screening or vaccination in place -though such measures could be put in place by venue partners or event organizers.
Billboard initially reported the potential testing or vaccination proof scheme, which laid out a system where the ticketing giant would work with third-party health providers. Through this integration, Ticketmaster would be able to verify whether a ticket-holder had taken a COVID test and received a negative result within a certain window prior to the event, or if they have received a vaccine (once those are approved and distributed.)
Ticketmaster President Mark Yovich spoke on the record to Billboard for the story, which indicates that it wasn’t exactly coverage they were seeking to avoid, despite it having to subsequently backpedal.
“We’re already seeing many third-party health care providers prepare to handle the vetting — whether that is getting a vaccine, taking a test, or other methods of review and approval – which could then be linked via a digital ticket so everyone entering the event is verified,” Yovich told Billboard. “Ticketmaster’s goal is to provide enough flexibility and options that venues and fans have multiple paths to return to events, and is working to create integrations to our API and leading digital ticketing technology as we will look to tap into the top solutions based on what’s green-lit by officials and desired by clients.”
The reaction was swift. And, given consumer sentiment towards Ticketmaster, not shocking. The timing of the news and the announcement of a £1.5 million fine brought by UK regulators for a 2018 breach within the company’s system certainly didn’t do Ticketmaster any favors.
“Ticketmaster’s Reckless, Privacy-Shredding Covid Plan to Get You in Their Seats” screams the headline from one website.
“This raises some serious questions about health privacy and how legal, or Constitutional, it is to keep an event away from people who are not vaccinated and tracked,” reads analysis from another. And then there’s social media.
A lengthy thread on Reddit saw multiple shots taken at the company as well. One user predicted a “COVID-19 Test Check Convenience.” Another lamented “Yeah, because out of all the companies out there, Ticketmaster is the one that I want to share my medical records with.” Users also raised the potential for black market test results being used to game the system.
Ultimately, while Ticketmaster was quick to attempt to defuse the controversy surrounding the program, it doesn’t appear that the consumer concerns are that far off. The main clarification point is that Ticketmaster itself will not be forcing any vaccination or testing program onto consumers – only that they might have to include such requirements on behalf of their clients.
“Ticketmaster does not have the power to set policies around safety/entry requirements,” its clarification page states. “This would always be up to the discretion of the event organizer, based on teir preferences and local health guidelines.”
Whether or not the reaction coming from the initial announcement of the potential tie-in of health data to event attendance will change that policy in the minds of Ticketmaster’s event partners is yet to be determined. The full clarification from Ticketmaster is included below:
WHAT ARE YOUR COVID SCREENING REQUIREMENTS
We have noticed there has been some misreporting around safety protocols. To clarify, there is absolutely no requirement from Ticketmaster mandating vaccines/testing.
In short, we are not forcing anyone to do anything. Just exploring the ability to enhance our existing digital ticket capabilities to offer solutions for event organizers that could include testing and vaccine information with 3rd party health providers. Just a tool in the box for those that may want to use.
There is absolutely no requirement from Ticketmaster mandating vaccines/testing for future events. Unfortunately, this has been widely reported and is incorrect. Ticketmaster does not have the power to set policies around safety/entry requirements, which would include vaccines and/or testing protocols. That would always be up to the discretion of the event organizer, based on their preferences and local health guidelines.
We are exploring a number of safety features for event organizers to utilize as they look to welcome fans back to events. This includes tools from Ticketmaster’s recently announced SmartEvent suite like social distanced seating, contactless entry and more (read more info on SmartEvent here). Again, the event organizer will determine what, if any, of these measures are implemented at their individual event, not Ticketmaster.
So, what is Ticketmaster doing when it comes to COVID vaccines and testing?
We are trying to prepare for potential possibilities in the future. It has become more common for people to take a COVID test before activities like traveling and seeing loved ones. If this is something that event organizers or venues choose to ask fans to do in the future (either for their own preferences or due to local health requirements), we want to be prepared.
One idea to keep the event entry process as simple and convenient as possible is to find a way for fans to link their digital ticket to their negative test results, vaccine status, health declaration or any other info that is determined to greenlight access. This would allow fans to enter an event with one scan of their ticket, rather than entering and then having to wait in another line to show their health verification.
While we have no control whether or not these factors will come into play in the future, if there’s one thing we’ve learned, it’s to prep for as many scenarios as possible.
A few important things to note:
- This is still just a potential idea and is not being implemented at this time.
- Like all safety/entry protocols, it would be up to the discretion of the event organizer to determine if they would like to ask attendees to provide a health verification.
- If it were to be made possible, all health information would legally have to be stored with a 3rd party health care provider with HIPAA-compliance, not with Ticketmaster.
We hope this provides some clarity, and look forward to gathering and celebrating at events together again.
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Is anyone talking about Ticketmaster’s new policy requiring all account holders to have a telephone to have access to their accounts? This is a change to their terms and conditions I never agreed to. I cannot gain access to my account without providing them a phone number. I do not own a cell phone, nor a landline. Crazy, maybe, but that’s my prerogative, and that shouldn’t prevent me from using my Ticketmaster account. For the record, I do use Google Voice, but that’s not an acceptable number according to Ticketmaster.
Here’s where it gets insane. I cannot reach anyone at Ticketmaster to complain to or discuss this with. Their Customer Service phone number says they are not taking phone calls and the way to reach them is through internet chat. But the only way to connect to them through internet chat is to sign in to my account. But I can’t sign in to my account without giving them a phone number which I do not have.
When I resort to email I get a reply saying that I must provide a phone number to help them combat bots. When I reply that I don’t have a phone number, I get the exact same automated reply that I must provide them a phone number to help them combat bots. No matter how I rephrase my concern I get the exact same automated (bot) response. Too funny. You can’t make this stuff up.
I’m a BOOMER. I still love rock concerts, even at my age. But if you think I’m giving up my personal health info for a couple of hours of music that will probably go away in the next 20 years or so, you have absolutely gone BONKERS! This BOOMER has plenty of other things to do besides what you require for entrance to a friggin’ rock concert. Shove that.
Maybe Ticketmaster and anyone else involved in Theatre need to ask the people who fill the seats what they think of these tyrants trying to force us to accept their insufferable demands. I am a regular theatre goer, living in Manhattan, and I and a group of not less than 4 and usually more of us buy tickets. But, we do have other lives, and the theatre is not the top priority. So keep up your communistic demands and see what happens. I feel sorry for actors and musicians.
That really surprises me. I agree that it shouldn’t matter if the program is a good one.