US to expand social media checks for some inbound tourists ahead of 2026 World Cup-what brands and creators should know

Multiple outlets report that the US is moving to broaden social media screening for certain visitors, including those using expedited travel programs, with requirements ranging from disclosing handles to reviewing up to five years of activity-and even collecting selfies. Framed as a security step as World Cup tourism ramps up, the policy push has drawn sharp criticism from civil liberties groups. Labels aside, the operational shift is clear: travelers’ public social activity becomes formal border-screening data. No platform algorithms are changing here, but the compliance environment around social identity is.

What this means for creators and teams traveling for shoots, events, or brand activations: plan for extra lead time and paperwork. Expect requests to list all handles-past, pseudonymous, and dormant-and assume public posts could be reviewed. The key takeaway here: treat social handles as sensitive personal data in your workflows. Centralize handle inventories, secure explicit consent from talent, and coordinate with legal on retention and deletion policies. Worth noting for brands: update T&Cs for US-bound campaigns, contests, and trips to disclose these requirements; don’t request login credentials; and offer guidance on safety for creators whose public presence could invite scrutiny.

The bigger picture: this isn’t a platform policy change, it’s a reminder that public content is increasingly part of risk assessment outside the app. For agencies managing EU and other Visa Waiver travelers, build buffer time into ESTAs/visas and budget for potential delays. For on-the-ground World Cup programming, vet rosters earlier, standardize handle disclosures in contracts, and prepare documentation that separates personal and brand accounts. The practical consequence for social teams is less about content strategy and more about operations, compliance, and creator care. If your playbook doesn’t already treat handles as regulated personal data, now’s the time to update it.