When buying tickets on Ticketmaster, you may notice that some tickets are listed as “non-transferable.” This means there are restrictions in place prohibiting the tickets from being resold or transferred to someone else. Non-transferable tickets must be used by the original ticket purchaser and cannot be given away, sold, or otherwise transferred. This policy is in place to discourage scalping and ensure fairness in ticket buying. In this article, we’ll take a closer look at what exactly non-transferable tickets are, why Ticketmaster implements this policy, and what options you have if you can no longer use non-transferable tickets.
What are non-transferable tickets?
Non-transferable tickets have restrictions in place prohibiting them from being resold or transferred. Specifically, this means:
- The tickets must be used by the original purchaser whose name is printed on them.
- The tickets cannot be resold on secondary ticket marketplaces like StubHub.
- The tickets cannot be given away or sold to friends, family members, or anyone else.
- If the original purchaser cannot attend the event, the tickets cannot be transferred and will be voided.
Essentially, non-transferable tickets must only be used by the individual who originally purchased them from Ticketmaster. The tickets are tied specifically to the identity of that original purchaser.
Why does Ticketmaster have non-transferable tickets?
Ticketmaster implements non-transferable ticket policies to discourage unfair ticket buying practices like scalping. Specifically:
To prevent scalping
Scalping is when people purchase large quantities of tickets with the sole intention of reselling them at a higher price. Scalpers use bots and other unfair means to buy up popular tickets quickly, making it harder for regular fans to purchase tickets at face value.
By making certain high-demand tickets non-transferable, Ticketmaster limits the ability for scalpers to resell those tickets. Scalpers may still attempt to buy such tickets, but will have no way of transferring them to actual concert or event goers.
To ensure fair access
Similarly, non-transferable tickets aim to provide fair access to tickets for all fans. For extremely high-demand events, Ticketmaster may impose ticket limits to prevent individuals from buying up too many seats. Making the tickets non-transferable prevents people from circumventing those ticket limits. This gives the general public a fair shot at buying tickets at face value before an event sells out.
At the request of artists and event organizers
In some cases, the policy is implemented at the request of event organizers or musical artists. Certain performers want to discourage scalping of their shows. Making tickets non-transferable is one way they can reduce inflated resale prices and ensure tickets get into the hands of their true fans.
Common scenarios when tickets are non-transferable
While Ticketmaster doesn’t always designate tickets as non-transferable, here are some common scenarios when they implement this policy:
High-demand concerts and shows
If a concert or show is expected to sell out extremely quickly, Ticketmaster may make all tickets non-transferable to deter scalpers and bot attacks. This includes concerts by massively popular artists like Taylor Swift, Harry Styles, BTS, etc. Fans are limited to buying just a few tickets, all of which must be used by the original purchaser.
Sporting events and playoffs
Big games like the Super Bowl, NBA Finals, Stanley Cup, and World Series often have high resale demand. Event organizers don’t want these coveted tickets ending up solely in the hands of brokers, so they are frequently non-transferable.
Broadway and Las Vegas shows
Similarly, hot Broadway musicals, long-running productions in Las Vegas, and other in-demand shows will sometimes have non-transferable ticketing. Hamilton, for example, infamously implemented paperless and non-transferable tickets to limit scalping.
Exclusive presales
If Ticketmaster is running an exclusive presale for fan club members, VIP patrons, or credit card holders, those presale tickets will almost always be non-transferable. This ensures the presale tickets go to true fans and not scalpers or other third-party buyers.
Venue and team requirements
As mentioned, certain venues, artists, teams, and performers request non-transferable ticketing from Ticketmaster. It’s not always Ticketmaster’s unilateral decision. In some cases, it’s part of the arrangement with the client.
How are non-transferable tickets enforced?
Ticketmaster uses a few methods to enforce non-transferable ticket policies:
Requiring ID/credit card upon entry
With non-transferable tickets, the original purchaser must show valid photo ID matching the ticket holder name and the credit card used to purchase the tickets. If you bought non-transferable tickets as “John Smith” with your Visa card, you must provide a photo ID for John Smith and that same Visa card at the venue entrance.
This ensures only the original ticket buyer can use the tickets. If you transfer or sell the tickets, the recipient will be denied entry without proper ID and credit card.
Non-transferable barcodes/QR codes
On electronic tickets, Ticketmaster can impose restrictions on the barcodes or QR codes to prevent transfers. The code essentially becomes locked to the original purchaser and non-functional if resold or given away.
Mobile tickets add another layer of security, since they must be displayed on the purchaser’s smartphone for scanning upon entry.
Cancellation and revocation
If Ticketmaster detects suspicious activity that violates the non-transferable ticket policy, they may cancel the ticket purchase and revoke the tickets entirely. Any tickets resold or advertised for resale can potentially be canceled by Ticketmaster leading up to the event.
This provides a strong deterrent against trying to resell non-transferable tickets on secondary sites. You run the risk of having the tickets canceled altogether if caught violating the policy.
What are your options with non-transferable tickets?
Given the restrictions around non-transferable tickets, what can you do if you can no longer use tickets purchased from Ticketmaster? Here are your options:
1. Request a refund, if eligible
Most of the time, non-transferable tickets are also non-refundable due to the high demand. However, you may be eligible for a refund in limited cases such as event cancellation, artist/team dropouts, or major scheduling changes. Contact Ticketmaster immediately if your event falls under these exceptional circumstances.
2. Sell them back to Ticketmaster
Ticketmaster’s Official Resale platform allows fans to resell certain non-transferable tickets back to Ticketmaster itself. This recoups some of your investment, while keeping the tickets within Ticketmaster’s secure ticketing ecosystem. There may be price floors in place limiting your potential upside.
3. Hope for a ticket transfer option
For some events, Ticketmaster may open up limited ticket transfer windows closer to the event date. This allows you a short period (typically 48 hours) to transfer non-transferable tickets to another buyer through Ticketmaster’s system. However, there is no guarantee this option will be available.
4. Eat the cost
If none of the above options exist for your tickets, you unfortunately must eat the full cost. Make sure to closely review the non-transferable ticket policies before committing to a purchase. Always avoid buying non-transferable tickets for events you may not be able to attend as the original purchaser.
Conclusion
Non-transferable ticket policies are restrictive but exist for good reason. By limiting transfers and resales, Ticketmaster aims to keep tickets affordable and accessible while reducing predatory scalping practices. Make sure you fully understand the limitations around non-transferable tickets before purchasing them. If your plans change, you will have little recourse other than canceling for a refund or reselling them at a loss. When buying hot tickets, non-transferable policies provide some extra assurance that you are competing on a level playing field with other everyday fans.