Google AdWords Has Stricter Rules for Ticket Resellers

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Google AdWords Has Stricter Rules for Ticket Resellers

The company announced in November previous year that it was updating its policy so that ticket resellers will need to be certified by Google before they can advertise through its AdWords online advertising service, "to protect customers from scams and prevent potential confusion". Resellers also have to show that they're charging more than the original ticket price, and show all extra fees charged before consumers make a payment.

The four largest resale websites - Get Me In, Viagogo, StubHub and Seatwave - have now made the changes demanded.

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Google has vowed to provide a "better and safer" platform for users after its new global transparency regulations on ticket resellers came into force. "When people use our platform to purchase tickets, we need to make sure that they have an experience they can trust".

The implementation of the new event ticket reseller policy - which goes live this evening United Kingdom time, with most of the effects understood to start being seen as of tomorrow morning (although the "big four" United Kingdom resale sites have already added notices stating prices may be above face value) - has been well received by most industry groups, although several urged Google to go further to protect consumers.

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Google has launched new rules for secondary ticketing websites to make them more clearly identifiable to consumers.

"If secondary sites don't also provide clarity on ticket restrictions, ticket location and seller information, they could be in breach of the Consumer Rights Act", says Which? managing director of home products and services Alex Neill.

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Any secondary ticketing platform advertising with the internet search engine has to carry a disclaimer at the top of its site to warn visitors it is not the primary seller of tickets.

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