Event ticket sale

Other restricted businesses

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We restrict certain businesses from advertising to prevent user exploitation, even if they comply with other policies. Continuous reviews and feedback from users, regulators, and consumer protection authorities help us identify products or services that are prone to abuse. We may limit or stop ads from businesses that pose an unreasonable risk to user safety or experience.

Learn more about the Other restricted businesses policy.

An icon showing the Certification required for Financial Services. Businesses that sell event tickets are allowed to advertise through Google Ads, after obtaining confirmation of eligibility from Google using this form. This confirmation may require you to meet specific ad destination requirements.

Examples (non-exhaustive):

Spectator sports events

Theater shows and plays

Music concerts and performances

Virtual "live" events streamed online

Note: Authorized Buyers and Display & Video 360 accounts that engage in ticket resale don’t need to submit a request for eligibility confirmation but will still be subject to the destination requirements described in this policy.

Scope of this policy

Definition of business models

You’re required to identify your business model and meet all requirements for that business type to run ads for Event ticket sales.

Business model	Description
Event-associated group	Any artist, tour, team, league, venue, and similar event or group on behalf of whom tickets are sold.
Primary provider	The event owner, organizer, venue, or their contractually authorized ticket seller that is initially selling the ticket. The tickets can’t have been sold or allocated previously. If you are a primary provider for some inventory, you will be considered a reseller under this policy for any promotion by your business of resale or mixed inventory.
Reseller	Businesses that resell tickets that have already been sold or allocated in the primary marketplace. A reseller or resale marketplace sets the price of the tickets, which may be above or below the face value, and any applicable taxes, service charges, or fees. Requirements for resellers also apply to marketplaces that put resellers in touch with ticket buyers.
Ticket aggregator	Any site that aggregates ticket prices from other reseller sites but doesn’t conduct any ticket sales on their own site.

Location specifics

In France and French territories, Event ticket sale is restricted to eligible primary providers.

Destination requirements

If you sell or link to sites for resale tickets, certain destination requirements apply. If you’re a primary provider, you're exempt from these requirements unless you link to a site that sells resale tickets.

URL domain

If you sell or link to resale tickets, you can use 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 confusion, resellers must clearly disclose the following on your website or app:

You are a resale market and aren’t the primary provider of the tickets

Your ticket prices may be higher than the price offered by the primary provider, also referred to as “face value”

This disclosure must be clearly visible and explained within the top 20% (above the fold) of any destination when reached via an ad. It must not be in a closable or hideable format, and must be in a font size equal to or bigger than most of the page's text.

Tax and fee breakdown

If you sell resale tickets, you must provide a price tax and fee breakdown during checkout, and before the customer pays. The breakdown should show the specific costs added, including taxes and any additional fees.

Destination requirements by business model

Business model	Advertiser description	What ads promote	Disclosures (website)	Tax/fee breakdown (website)
Primary provider	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 website	Not required on your website
		Your website only, or resale tickets for an event	Required only on linked reseller's landing page	Required on linked reseller's website
Reseller	You're an "authorized" or "official" reseller for specific events	Specific events	Required	Required
		Your website 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 and not "authorized" or "official"	Your website or resale tickets for an event	Required	Required
	You're a reseller that meets one of the following criteria: You’re also a primary provider for specific events. You link to primary providers. You link to other resellers.	Primary tickets for an event	Required on the landing page unless it shows only information related to primary tickets	Not Required
		Your website only, or resale tickets for an event	Required	Required
Event-associated group	You're an event-associated group and your website links to a primary provider for your ticketing.	Primary tickets for an event	Not required on your website	Not required on your website
	You're an event-associated group and your website links to a reseller for your ticketing.	Your website only	Required only on linked reseller's landing page	Required only on linked reseller's website
	You're an event-associated group and your website links to both a primary provider and a reseller for your ticketing.	Your website only	Required only on linked reseller's landing page	Required on linked reseller's website
Ticket aggregator	You're a ticket aggregator and link to resellers. You don't sell any tickets on your website.		Required on your site and linked reseller's website	Required on linked reseller's website

Ad requirements

Advertisers who are not the primary provider of tickets must meet certain ad requirements.

Use of the term "official"

If you're a reseller or ticket aggregator, you may not imply that you’re a primary provider of tickets by using words like "official” in your ads, or in reference to your website (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" or an "official primary seller" for that group, you're 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 explicitly authorizing you to use the relevant designation for your event ticket promotions.

You only 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]”).

Ad requirements by business model

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 by business model

To prevent customer confusion about your relationship to the event-associated group, if you’re a reseller or ticket aggregator, you can't have any post-domain paths or subdomains in your display URL.

Reseller

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

Apply to advertise Event ticket sales

Businesses that sell event tickets are allowed to advertise in Google Ads after applying for and obtaining confirmation of eligibility from Google. Eligibility is determined at the individual Google Ads account level (CID) and is specific to the domain you are advertising. Certification at the Manager Account (MCC) level is not available.

To advertise apps for Event ticket sales, submit your application using the app's Google Play Store or Apple App Store URL.

Check the eligibility criteria for your business model as provided above and apply to advertise using the Event Ticket Sale Eligibility Application. Certification requests are typically processed within 2 business days. During periods of high volume, response times may be longer.

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