About event ticket seller certification

Businesses that sell event tickets are allowed to advertise through Google Ads, but they must first be certified by Google. This certification is required for all ad formats and extensions. Apply for certification using this form.

To be certified, businesses may need to meet specific destination requirements. In addition, some businesses may be required to comply with additional ad-level requirements. 

Below, you’ll find the following:

  • Definition of business models: You’ll need to identify the business model you belong to, in order to determine the requirements you need to meet for certification and ads.
  • Destination requirements for certification: Requirements for certification, by business model.
  • Ad-level requirements: Requirements for ads, by business model.
Authorized Buyers and Display & Video 360 accounts that engage in ticket resale don’t need to get certified but will still be subject to the destination requirements described below. 

Definition of terms for event ticket reseller policy

 
  • Primary provider: The event owner, organizer, or venue that is initially selling the ticket, or a ticket seller that has been authorized to do so on their behalf, via a contractual agreement. The tickets, in either case, may not have been sold or allocated previously.
  • Reseller: Businesses that resell tickets which have already been allocated or sold in the primary marketplace. A reseller or resale marketplace determines the price of the tickets (which may be above or below the face value) and any additional applicable taxes, or service charges, or fees.
  • Event-associated group: Any artist, tour, team, league, venue, and similar event or group on behalf of whom tickets are sold.
  • Ticket aggregator: Any site which aggregates ticket prices from other reseller sites, but does not conduct any ticket sales on their own site.

Destination requirements for certification

If you sell or link to sites for resale tickets, you must meet some or all of the following destination requirements. Note that if you’re a primary provider, you don’t have any destination requirements, unless you link to a site that sells resale tickets. 

Following is a summary of each destination requirement. Below the summary, you can check when each requirement applies, depending on your business model, and what your ad is promoting.

Destination requirements summary

URL domain

If you sell or link to resale tickets, you can have the event-associated group’s name in your URL domain only if you provide one of the following:

  • A contract or legal documentation indicating affiliation or partnership between  your company and the event-associated group
  • A letter on company letterhead signed by an attorney or an executive at your company, attesting to having affiliation or partnership with the event-associated group

Disclosures

To protect customers from scams and prevent potential confusion, if you sell resale tickets, you must clearly disclose on your website or app that:

  • You are a resale market and aren’t the primary provider of the tickets
  • Your ticket prices may be higher than face value (that is, the price offered by the primary provider)

This disclosure should be easily visible and clearly explained in the top 20% (above the fold) of the reseller’s website, including the home page and any landing pages. This disclosure must not be provided in a closable or hideable notification format, and the font must be equal to or bigger than the majority of the text on the page.

Tax/fee breakdown 

If you sell resale tickets, you must provide a price tax/fee breakdown during the checkout process, and before the customer provides payment information. The breakdown should show the specific costs added, such as taxes, and any fees that have been added.

If you’re a primary provider that links to a site that sells resale tickets, you must ensure that the site you link to meet the destination requirements summarized here. See Primary provider below for more details.

Destinations requirements by business model

Primary provider

Advertiser description What ads promote Disclosures (site) Tax/fee breakdown (site)
You're a primary provider only Primary tickets for an event Not required Not required
You're a primary provider but your homepage or event page links to a reseller's site Primary tickets for an event Not required on your site Not required on your site
Your site only, or resale tickets for an event Required only on linked reseller's landing page and homepage Required on linked reseller's site

Reseller

Advertiser description What ads promote Disclosures Tax/fee breakdown
You're an "authorized" or "official" reseller for specific events Specific events Required Required
Your site only, or events you're not the official reseller for Required Required
Specific US pro sports leagues for which you are official reseller Required Required
You're a reseller, only Your site or resale tickets for an event Required Required
You're a reseller that a) is also a primary provider for specific events, b) links to primary providers, or c) links to other resellers Primary tickets for an event Required on homepage, but not on landing page if it shows only information related to primary tickets Not Required
Your site only, or resale tickets for an event Required Required

Event-associated group

Advertiser description What ads promote Disclosures  Tax/fee breakdown 
You're an event-associated group and your site links to a primary provider for your ticketing Primary tickets for an event Not required on your site Not required on your site
You're an event-associated group and your site links to a reseller for your ticketing Your site only Required only on linked reseller's landing page and home page
 
Required only on linked reseller's site

You're an event-associated group and your site links to both a primary provider and a reseller for your ticketing
Your site only Required only on linked reseller's  landing page and homepage Required on linked reseller's site

Ticket aggregator

Advertiser description Disclosures Tax/fee breakdown
You're a ticket aggregator and link to resellers. You don't sell any tickets on your site. Required on your site and linked resellers' site Required on linked resellers' site

Ad-level requirements

If you’re not a primary provider of tickets, you must meet some or all of the following ad-level requirements. 

Following is a summary of each ad-level requirement. Below the summary, you can check when each requirement applies, depending on your business model, and what your ad is promoting.

Ad-level requirements summary

Use of the term “official” 

If your business model sometimes qualifies as a reseller or ticket aggregator, don’t imply that you’re only a primary provider of tickets by using words like "official” in your ads, or in reference to your site (for example, “official providers for EventName tickets” or "official TicketReseller site").

However, if you have a legal agreement with an event-associated group specifying that you can refer to yourself as an official reseller for that group, or an official primary seller for that group, you’ll be allowed to use the term “official” in your ad, as long as you meet the following requirements:

  • You must provide a letter from the relevant event-associated group which explicitly states that you’re allowed to use the "official" designation in reference to the group for your event ticket promotions.
  • You can use “official” in one of the following phrases, followed by the name of the event-associated group (for example, “Official Fan to Fan Marketplace for [group name]”).

If the agreement is that you can refer to yourself as an official primary seller for an event-associated group

  • Official Primary Ticketing Partner
  • Official Primary Ticket Marketplace
  • Official Primary Ticket Provider
  • Official Primary Market Ticketing Partner
  • Official Primary Market Ticketing Provider
  • Official Primary Ticket Sales
  • Official Primary Ticket Seller

If the agreement is that you can refer to yourself as an official reseller for an event-associated group

  • Official Fan to Fan Ticket Marketplace
  • Official Fan to Fan Marketplace
  • Official Fan to Fan Secondary Marketplace
  • Official Secondary Ticketing Partner
  • Official Secondary Ticket Marketplace
  • Official Secondary Ticket Provider
  • Official Secondary Market Ticketing Partner
  • Official Secondary Market Ticketing Provider
  • Official Fan Ticket Marketplace
  • Official Ticket Exchange/Marketplace
  • Official Ticket Resale Marketplace
  • Official Reseller

 

Display URL restrictions

To help ensure customers aren’t misled about your relationship to the event-associated group, if you’re a reseller or ticket aggregator, you cannot have any post-domain paths or subdomains in your display URL.

Ad requirements by business model

Reseller

Advertiser description What ads promote Use of terms like "official" Display URL restrictions
You're a reseller, only Your site or resale tickets for an event Not allowed Display URL cannot contain subdomain or post-domain path
You're a reseller that a) is also a primary provider for specific events, b) links to primary providers or c) links to other resellers Primary tickets for an event Not allowed Display URL cannot contain subdomain or post-domain path
Your site only, or resale tickets for an event Not allowed Display URL cannot contain subdomain or post-domain path

Event-associated group

Advertiser description What ads promote Use of terms like "official" Display URL restrictions
You're an event-associated group and your site links to a primary provider for your ticketing Primary tickets for an event Allowed None
You're an event-associated group and your site links to a reseller for your ticketing Your site only Allowed None

Ticket aggregator

Advertiser description Use of terms like "official" Display URL restrictions
You're a ticket aggregator and link to resellers. You don't sell any tickets on your site. Not allowed Display URL cannot contain subdomain or post-domain path

How to certify

If you meet the requirements above, apply for certification. The application form will ask for information about your business and the URLs that you plan to advertise.

Google will review your application and notify you of your certification status. Once you’re certified, you can start advertising immediately. Keep in mind that your certification may be removed if at any point your account doesn’t meet the requirements. 

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