Albion are clamping down on fans cheating the club of revenue by purchasing cut-price tickets for the Amex under false pretences.
Season ticket holders have been warned they will be refused entry, could have their ticket cancelled and may even be prosecuted by police if caught abusing the upgrade system.
More stringent checks will be in place for Saturday's home game against Middlesbrough after the club discovered "an increase in the number of adults attempting to use junior and concession tickets to gain access to the stadium."
Albion allow season ticket holders to upgrade up to six junior or concession tickets in a season to an adult ticket.
They are supposed to pay the appropriate price difference and booking fee but spot checks have revealed supporters trying to use tickets for the incorrect age bracket.
Chief executive Paul Barber, in an open letter to season ticket holders, warned: "Anyone stopped trying to enter the stadium using a ticket for the incorrect age bracket will be refused entry, may have their information passed to Sussex Police for possible prosecution and, at the very least, will be charged the full adult matchday price as, at this point, fans will not be permitted to upgrade.
"From next season, and in addition to paying the full match day ticket price, we will also be introducing a penalty fee for anyone who tries to enter the stadium using an inappropriate concession ticket.
"We would also like to remind all fans of the club’s right to cancel any season ticket without refund if our terms and conditions of sale are found to have been breached. This includes passing a season ticket to another fan who subsequently attempts to use it fraudulently."
Barber said the "overwhelming majority of supporters" abide by the rules but Albion are dismayed that some are bucking the system.
He added: "With the club's losses running to £10.4m this year alone - entirely funded by our chairman, Tony Bloom - it's very disappointing and totally unacceptable that a very small minority of supporters see fit to add to that significant financial burden, and abuse the flexibility we offer, by knowingly failing to pay the correct price for their ticket to the match."
Original article
Season ticket holders have been warned they will be refused entry, could have their ticket cancelled and may even be prosecuted by police if caught abusing the upgrade system.
More stringent checks will be in place for Saturday's home game against Middlesbrough after the club discovered "an increase in the number of adults attempting to use junior and concession tickets to gain access to the stadium."
Albion allow season ticket holders to upgrade up to six junior or concession tickets in a season to an adult ticket.
They are supposed to pay the appropriate price difference and booking fee but spot checks have revealed supporters trying to use tickets for the incorrect age bracket.
Chief executive Paul Barber, in an open letter to season ticket holders, warned: "Anyone stopped trying to enter the stadium using a ticket for the incorrect age bracket will be refused entry, may have their information passed to Sussex Police for possible prosecution and, at the very least, will be charged the full adult matchday price as, at this point, fans will not be permitted to upgrade.
"From next season, and in addition to paying the full match day ticket price, we will also be introducing a penalty fee for anyone who tries to enter the stadium using an inappropriate concession ticket.
"We would also like to remind all fans of the club’s right to cancel any season ticket without refund if our terms and conditions of sale are found to have been breached. This includes passing a season ticket to another fan who subsequently attempts to use it fraudulently."
Barber said the "overwhelming majority of supporters" abide by the rules but Albion are dismayed that some are bucking the system.
He added: "With the club's losses running to £10.4m this year alone - entirely funded by our chairman, Tony Bloom - it's very disappointing and totally unacceptable that a very small minority of supporters see fit to add to that significant financial burden, and abuse the flexibility we offer, by knowingly failing to pay the correct price for their ticket to the match."
Original article