Gen Z tempted by unofficial World Cup ticket scams

Research from Emerchantpay shows that 19% of Gen Z consumers would buy World Cup and other event tickets from unofficial websites despite the fraud risks, pointing to higher exposure among younger adults to travel and ticket scams in the UK.

Gen Z consumers were also more likely than the wider public to report seeing more fraudulent material online. Some 43% of people aged 18 to 29 said they had seen an increase in potential scam content on social media over the past 12 months, compared with a UK average of 34%.

A survey of 2,000 UK adults found that 57% of Gen Z respondents had seen an increase in financial scams over the past year, above the 50% recorded across all adults. At the same time, 59% of Gen Z holidaymakers said they were cautious about clicking links in travel promotion emails because of scam concerns, lower than the 74% reported by boomers.

The data suggests a mixed picture for younger consumers, who appear both more exposed to risky offers and more anxious about fraud. Some 51% of Gen Z respondents said they were more wary of fraud and scams when booking a holiday than at other times, compared with 36% of boomers.

Concerns about payment security also featured in the findings. Another 51% of Gen Z said they were worried about taking cards on holiday in case they were lost or stolen, compared with 28% of boomers.

Ticket risks

The research was released as demand for major sporting events and summer travel creates openings for fraud involving fake listings, deceptive promotions and unofficial sellers. Consumer groups and payment providers have long warned that ticket scams often rise around high-profile events, when buyers rush to secure scarce seats.

George Ralchev, Head of Risk at Emerchantpay, said the World Cup was likely to attract fraud attempts because of strong demand and the appeal of discounted offers circulated online.

“Football fans planning a once-in-a-lifetime trip must ensure they’re not putting themselves at risk from unscrupulous ticket scammers this summer.

Fraudsters target events with high demand, and the World Cup is a perfect example, as millions of fans might be tempted to take a chance on a ‘too good to be true’ deal on tickets from unofficial websites or social media offers.

It’s vital that consumers only use reputable ticket websites or merchants to reduce the risk of fraud and ensure they are protected from scams.”

The figures indicate that awareness of scams does not always translate into safer buying behaviour. Younger adults were more likely to acknowledge the danger while also saying they would still consider using unofficial channels to buy tickets.

Travel payments

The findings also have implications for travel companies and merchants handling bookings during peak holiday periods. Fraud controls at checkout, refund processes and authentication tools can all affect whether consumers feel secure enough to complete a purchase.

Emerchantpay said travel businesses should work with payment service providers on anti-fraud measures and give customers access to secure payment options. It also pointed to the use of 3DS2 and two-factor authentication for online payments.

Ralchev said merchants had a direct role in reducing fraud exposure for both businesses and consumers.

“Travel merchants must ensure they offer a range of secure payment options to strengthen anti-fraud measures, protecting both themselves and their customers from fraudsters. This should always include 3DS2 and two-factor authentication for online payments. Working closely with experienced payments partners is no longer optional – it is fundamental to protecting revenue and preserving consumer trust.”

Consumer advice

The material also included practical advice from consumer expert Martyn James for people booking travel and event tickets. He advised buyers to use a credit card for purchases above £100, where card protections may apply if a promoter fails or a refund dispute arises.

James also recommended choosing accommodation that allows cancellation close to the event date, delaying the purchase of train or travel tickets until nearer the event where possible, and checking refund policies in advance. He said travellers should also review a ticket seller’s app to understand how to request refunds, contact the company and transfer tickets they cannot use.

The survey was conducted by Opinium among 2,000 UK adults and weighted to be nationally representative.