About ticket reseller certification
Businesses that resell event tickets are allowed to advertise through AdWords, but they must first be certified by Google. This certification is required for all ad formats and extensions. If you meet the requirements below, you can apply for certification, starting in January 2018.
Requirements for certification
To be certified, businesses must meet the following requirements:
Be honest about your business
To protect customers from scams and prevent potential confusion, resellers must clearly disclose on their website or app that they are a secondary market and aren’t the primary provider of the tickets. This disclosure should be easily visible and clearly explained in the top 20% of the reseller’s website, including the home page and any landing pages.
This also means you can’t imply in your ads that you’re the primary provider of the tickets, with words like "Official" or by including the artist or venue name in the the website’s URL. For example, you can’t use "ArtistNameTickets.com" or "VenueNameTickets.com" as your URL.
Provide accurate price information
It’s common practice for resellers to mark up the price of tickets, and customers must be aware of it. Resellers must prominently disclose that ticket prices are higher than face value (meaning the price offered by the primary provider). This disclosure should be easily visible and clearly explained in the top 20% of the reseller’s website, including the home page and any landing pages.
Resellers must also provide a price 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 to the face value of the tickets.
In March 2018, resellers will also need to provide the face value of a ticket along with the reseller’s price, and in the same currency.
Who needs to certify
If you are the primary provider of the tickets, then you don’t need to certify to advertise through AdWords.
If you are a reseller or secondary market for event tickets, you need to be certified. This includes businesses that sell tickets both as a primary provider and a reseller.
Aggregators of event tickets, auction sites, and marketplaces that allow ticket resale are also required to be certified.
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.
Certification will start in January 2018. Google will review your application and notify you of your certification status. Once you’re certified, you can start advertising immediately.