About event 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. 

See below for details on when your business might be considered an event ticket reseller, as well as how policy requirements apply in different cases. 

Definition of terms for event ticket reseller policy

  • Primary provider: The event owner, organiser or venue that's initially selling the ticket, or a ticket seller that's been authorised to do so on their behalf, via a contractual agreement. The tickets, in either case, may not have been sold or allocated previously. If you’re a primary provider, you don't need to apply for event ticket reseller certification. But if you advertise or link to a site that would at any time be considered a hybrid (see definition below), then you must apply for certification.
  • 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. You'll be considered a reseller, as opposed to a hybrid, unless you've had primary ticket inventory available for all events on your site, at one point in time. If you're a reseller, you must apply for certification.
  • Hybrid: Businesses that sell tickets both as a primary provider and a reseller. To be considered a hybrid, you must have had primary ticket inventory available for all events on your site at one point in time. If your business can be considered a hybrid, you must apply for certification.
  • Event-associated group: Any artist, tour, team, league, venue and similar event or group on behalf of whom tickets are sold. If you’re an event-associated group, you must apply for certification in certain scenarios. See requirements under Event-associated group below.
  • Ticket aggregator: Any site which aggregates ticket prices from other hybrid or reseller sites, but doesn't conduct any ticket sales on their own site. If you’re a ticket aggregator, you must apply for certification.

Event ticket policy requirements

For resellers, hybrids and in some cases, primary providers, some or all of the following policy requirements will apply. See Certification and policy requirements below for details about when and how these requirements will apply.

Disclosures

  • To protect customers from scams and prevent potential confusion, resellers must clearly disclose on their website or app that they're 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% (above the fold) of the reseller’s website, including the homepage and any landing pages. This disclosure mustn't be provided as a closable notification and the font must be equal to or bigger than the majority of the text on the page.
  • 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 clearly explained in the top 20% (above the fold) of the homepage and any landing pages on the reseller's website. This disclosure mustn't be provided as a closable or hideable notification and the font size must be equal to or bigger than the majority of the text on the page. 

Use of the term 'official' in ad

Don’t imply that you’re the 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'). Refer to Certification and policy requirements below for cases where this restriction doesn’t apply.

Event-associated group names in display URL

Don’t include the event-associated group name in your website’s URL (this includes the sub-domain or domain path). For example, you can’t use 'ArtistNameTickets.com', 'VenueNameTickets.com' or 'tickets.com/artistname' as your display URL.

Tax/fee breakdown 

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.

Certification and policy requirements

Your business model, as well as what your ad promotes, will determine whether you need to be certified and which policy requirements apply.

Primary provider

You're a primary provider only

What ads promote Event ticket reseller policy Certification required Use of terms like 'official'  Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Doesn't apply No Allowed Allowed Not required Not required

You're a primary provider but your homepage or event page links to a reseller's site

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Doesn't apply Yes (because you link to a reseller) Allowed Allowed Not required on your site Not required on your site
Your site only Applies Yes Allowed Allowed Required on linked reseller's site Required on linked reseller's site
Primary and secondary tickets for an event Applies Yes Allowed Allowed Required on linked reseller's landing page and homepage Required on linked reseller's site
Secondary tickets for an event Applies Yes Allowed Allowed Required on linked reseller's landing page and homepage Required on linked reseller's site

Hybrid

You're a hybrid (primary provider who also sells secondary tickets on site)

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Doesn't apply Yes (because you also sell secondary tickets on your site) Allowed Allowed Not required on your site Not required on your site
Your site only Applies only when a customer purchases secondary tickets from your site Yes Not allowed Not allowed Required for events your site sells secondary tickets for Required for events your site sells secondary tickets for  
Primary and secondary tickets for an event Applies only when a customer purchases secondary tickets from your site Yes Not allowed Not allowed Required on your landing page but not your homepage Required
Secondary tickets for an event Applies  Yes Not allowed Not allowed Required on your landing page but not your homepage Required

You're an 'authorised' or 'official' reseller for specific events

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Specific US pro sports leagues for which you are official reseller Applies Yes

Allowed (in the headline and description only) if you produce a letter from US pro sports leagues or teams that explicitly states that you are allowed to use an "official" designation in your event ticket promotions. Any ads using these approved official designations may only target the USA.

This can only be used in the following forms.

Not allowed Required Required

 

List of approved phrasing:

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

Followed by name of league/team. e.g. "Example.com official fan" to fan marketplace of the name of league/team.

Reseller

You're an 'authorised' or 'official' reseller for specific events

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Specific events Applies Yes Not allowed, but you can use terms like 'authorised reseller' in ads if it's clear that it's for the specific event Not allowed Required Required
Your site only Applies Yes Not allowed Not allowed Required Required
Events that you're not the official reseller for Applies Yes Not allowed Not allowed Required Required
Specific US pro sports leagues for which you are official reseller Applies Yes

Allowed (in the headline and description only) if you produce a letter from US pro sports leagues or teams that explicitly states that you are allowed to use an "official" designation in your event ticket promotions. Any ads using these approved official designations may only target the USA.

This can only be used in the following forms below.

Not allowed Required Required

 

List of approved phrasing:

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

Followed by name of league/team. e.g. "Example.com official fan" to fan marketplace of the name of league/team.

You're a reseller only

Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Applies Yes Not allowed Not allowed Required Required

You're a reseller and a primary provider for specific events

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Doesn't apply Yes Allowed Not allowed Required on homepage, but not on landing page if it shows only information related to primary tickets Not required
Your site only Applies Yes Not allowed Not allowed Required Required
Primary and secondary tickets for an event Applies Yes Not allowed Not allowed Required Required
Secondary tickets for an event Applies Yes Not allowed Not allowed Required Required

You're a reseller and link to primary providers on your site

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Applies Yes Not allowed Not allowed Required on homepage, but not on landing page if it shows only information related to primary tickets Not required
Your site only Applies Yes Not allowed Not allowed Required Required
Primary and secondary tickets for an event Applies Yes Not allowed Not allowed Required Required
Secondary tickets for an event Applies Yes Not allowed Not allowed Required Required

You're a reseller and link to other resellers on your site

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Applies Yes Not allowed Not allowed Required on homepage, but not on landing page if it shows only information related to primary tickets Not required
Your site only Applies Yes Not allowed Not allowed Required Required
Primary and secondary tickets for an event Applies Yes Not allowed Not allowed Required Required
Secondary tickets for an event Applies Yes Not allowed Not allowed Required Required

Event-associated group

You're an event-associated group and your site links to a primary provider (or a hybrid with only primary ticket inventory) for your ticketing

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Primary tickets for an event Doesn't apply No Allowed Allowed Not required on your site Not required

You're an event-associated group and your site links to a reseller (or a hybrid with secondary ticket inventory) for your ticketing

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Your site only Applies only to linked reseller or hybrid. Linked reseller or hybrid must be certified by Google. Yes Allowed Allowed* Required on linked reseller's landing page and homepage. For linked hybrid with secondary inventory, site must inform customer secondary inventory is available and differentiate between primary and secondary inventory. Required on sites for linked reseller and linked hybrid with secondary inventory

 

*Event-associated group name in display URL will be allowed only if you can provide documentation in the form of: (a) a contract or legal documentation indicating affiliation or partnership between the company and the event-associated group or (b) letter on letterhead signed by a lawyer or an executive at your company, attesting to having affiliation of partnership with the event-associated group.

You're an event-associated group and your site links to both a primary provider and a secondary reseller for your ticketing

What ads promote Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Your site only Applies only to linked reseller. Linked reseller must be certified by Google. Yes Allowed Allowed*  Required only on linked reseller's landing page and homepage Required only on linked reseller's site

 

*Event-associated group name in display URL will be allowed only if you can provide documentation in the form of: (a) a contract or legal documentation indicating affiliation or partnership between the company and the event-associated group or (b) letter on letterhead signed by a lawyer or an executive at your company, attesting to having affiliation of partnership with the event-associated group.

Ticket aggregator

You're a ticket aggregator and link to resellers. You don't sell any tickets on your site.

Event ticket reseller policy Certification required Use of terms like 'official' Event-associated group name in display URL Disclosures Tax/fee breakdown
Applies Yes Not allowed Not allowed Required on your site and linked reseller's site Required on linked reseller's site    

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. Bear in mind that your certification may be removed if at any point your account doesn’t meet the requirements. 

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