Google AdWords Changes: Ticket Reseller Certifications

Google Ads (formerly AdWords) requires businesses selling event tickets to get certified before running ads. This policy has been in place since 2018, but Google updated the rules in June 2024 with stricter disclosure requirements.

If you're a venue, reseller, or aggregator advertising tickets on Google, you'll need to understand what's changed, and we’ll break it all down for you. Here at Matter Solutions, we’ve guided hundreds of ticketing businesses through certification and compliance. It kept their Ads and Google Search campaigns running smoothly.

And in this guide, we'll walk you through:

• What changed in Google's event ticket seller policy
• Who needs certification and who's exempt
• The requirements for getting certified
• How to apply and what to do if your ads get disapproved

Read on to learn more about the latest changes to ticket reseller certifications and how they affect your business.

What Changed in Google's Event Ticket Seller Policy?

Google now mandates certification for ticket resellers in order to run ads. If you sell event tickets through Google Ads, this policy affects how you advertise, what your website must display, and how upfront you need to be with buyers.

The certification has evolved since it first launched. So here's a breakdown of the main changes.

The Original 2018 Certification Requirement

Before 2018, resellers could advertise tickets with little supervision. For example, scalpers and secondary marketplaces ran ads that looked almost identical to official venue listings, and buyers often had no idea they were paying inflated prices to a third party.

But Google Ads put a stop to this practice with a certification requirement. The idea behind it was to make it clear who was selling the tickets and at what cost (it basically cleared up a lot of grey areas).

Under the 2018 rules, resellers had to meet these requirements:

• Reseller Disclosure: You must state openly that you're a secondary marketplace and not the venue or event organiser. This disclosure had to appear somewhere on your website.
• Face Value Disclosure: Resellers must mention that prices may be higher than the original face value. Starting March 2018, they also had to display the actual face value in the same currency.
• Fee Breakdown: All service fees, taxes, and additional charges must appear at checkout. The full cost has to be visible before the transaction completes.

These rules reduced surprise price jumps and helped buyers feel more confident when buying tickets online.

The June 2024 Disclosure Update

Fast forward to June 2024, and Google raised the bar again. This time, the focus was on where disclosures appear and how visible they actually are.

Under the old rules, resellers could technically bury the disclosure on a terms page or footer and still pass. Well, not anymore. Now, the disclosure must appear on the exact landing page users reach after clicking your ad.

Here's what the June 2024 update requires:

• Top 20% Placement: Your disclosure must sit above the fold on every landing page reached via an ad. And visitors need to see it without scrolling down.
• No Closable Formats: Pop-ups and dismissible banners no longer count as valid disclosures. Rather, your statement must remain visible at all times.
• Larger Font Size: The text can't hide in fine print. It has to be the same size as, or larger than, most of the text on the page.

If you haven't reviewed your landing pages recently, now's the time.

Who Needs Event Ticket Seller Certification?

Resellers, aggregators, and some primary providers need certification to advertise tickets on Google Ads. Since the requirements depend on your business type, it's important to know where you fit before you apply.

Let’s take a closer look at how certification applies to each group.

Primary Providers

Are you selling your own event tickets? You may not even need full certification. Venues, event organisers, and authorised ticketing partners fall under the "primary provider" category. As Google exempts primary providers from disclosure and pricing transparency rules, you won't need to display resale statements or fee breakdowns.

That said, submitting the eligibility form is still a good idea. It confirms your status and prevents ads from getting flagged unnecessarily (lets you avoid back-and-forth with support).

Just keep in mind that these exemptions vanish if you also sell or link to resale tickets. Even a single link to a secondary marketplace can change your classification.

Resellers and Secondary Marketplaces

Certification allows resellers to advertise legally and demonstrate transparency to buyers. That’s why major resale platforms like StubHub and Viagogo must meet all requirements under this policy.

The same rules apply to smaller brokers and anyone reselling tickets originally sold through the primary market. Resellers can set their own prices above or below face value. For instance, a $50 ticket might sell for $120 during high demand or drop to $30 if the event isn't moving. Google doesn't regulate pricing, but maintaining transparency is mandatory.

All website disclosures, fee breakdowns, and ad restrictions apply to this category.

Important note: Just a minor wording change in ads can trigger a re-review under this policy.

Ticket Aggregators

Aggregators like TicketIQ and TicketWhiz work differently from resellers, yet they still need certification. These sites compare prices from multiple resellers but don't sell tickets themselves. Users browse options, then click through to a reseller's site to complete the purchase.

Even though they don’t manage transactions, aggregators must display required disclosures on their own site and ensure the resellers they link to are compliant. Google holds aggregators responsible for the partners they promote.

Bottom Line: If you’re a ticket aggregator and your linked site isn’t compliant, your ads could be disapproved as well.

What Are the Requirements for Certification?

Certified resellers must comply with Google’s event ticket seller policy, including required website disclosures, pricing transparency, and ad content rules. Google reviews both ads and landing pages for compliance across common business scenarios, so if these requirements aren’t met, ads may be disapproved.

Here are the requirements for certifications:

• Website Disclosures: You must clearly declare that you're a resale market and not the primary ticket provider. As we mentioned earlier, this statement needs to be in the top 20% of your landing page (above the fold). It also can’t be placed in a pop-up or dismissible banner.
• Pricing Transparency: Buyers need to see a full tax and fee breakdown before they pay. It should include service charges, booking fees, and any markups. Plus, you must disclose that prices may exceed the original face value.
• URL Restrictions: Resellers can't include artist or venue names in their domain unless they've got legal proof of affiliation. Display URLs must not use subdomains or paths in a way that could mislead users about official status.
• Ad Language Restrictions: Your ads must not suggest that you’re the primary ticket provider. This includes using terms like “official” in a way that implies affiliation. You may only use this type of language if you’ve documented authorisation from the relevant event-associated group. If this rule is breached, your ads may be disapproved.

Meeting the requirements is only part of the equation. You must apply them consistently across your account to protect your campaigns long term.

Did you know? Just because your disclosure is visible on a desktop doesn’t mean it meets the top-20% rule on mobile. Always check your landing pages on mobile and make sure the statement appears near the top without scrolling.

How Do You Apply for Certification?

You apply by submitting Google's Event Ticket Sale Eligibility Application form. The process takes about 10 to 15 minutes if you've got your details ready.

Prepare the following details before you begin:

• Account Details: Have your Google Ads customer ID on hand before you begin. You’ll need to list all domains and apps you want reviewed as part of your application.
• Application Form: Start by selecting your business type as primary, reseller, or aggregator. You'll then agree to follow Google's ad rules after certification. This step will confirm that you'll stay compliant going forward.
• Supporting Documents: Depending on your situation, you may need extra paperwork. For example, if your domain includes an event or artist name, attach proof of affiliation. Venues and nonprofits can include charity numbers or registration documents.
• Approval Timeframe: You’ll receive confirmation once your application has been reviewed. Google typically reviews applications within one week. Some advertisers report hearing back in as little as 48 hours.

SEO Tip: Don’t forget to run a quick audit of every domain listed in your application. You can also use tools like Google Analytics to confirm traffic is landing on compliant pages.

Why Did Google Introduce Event Ticket Seller Certification?

Google introduced this policy to stop misleading ticket reseller ads and protect consumers from hidden fees. Before 2018, buyers frequently clicked the first search result without realising that they'd landed on a secondary marketplace that’s charging inflated prices.

It was a widespread issue across search results and online advertising platforms. When users searched for concerts or sporting events, reseller ads often dominated the top positions. And sometimes, they didn’t even disclose clearly that the site was a secondary marketplace.

That’s how a lot of people were buying tickets at marked-up prices, only to discover the extra costs at checkout. Others thought they were purchasing directly from the venue when they weren't (which led to a lot of complaints).

The policy also levels the playing field for venues and primary providers, which influenced how ticket sellers approach their marketing strategy.

Specifically, since resellers are now required to clearly identify themselves, legitimate ticket sellers have a better chance of appearing alongside them in search results. Venues no longer have to compete against ads that blur the line between official and secondary sales.

For consumers, the change means more transparency, while for primary sellers, it creates fairer competition and better opportunities to attract new customers. And for resellers who play by the rules, certification builds trust with buyers. This way, they can simply feel confident knowing exactly what they’re getting.

Fun fact: Ticket resellers are classified under Google Ads as an "other restricted business", which means they must pass an eligibility review before their ads can run. Most other e-commerce advertisers don’t face this requirement.

What Should You Do If Your Ads Get Disapproved?

Review the reason for disapproval in Google Ads and fix the specific compliance issue before you do anything else. After making the necessary changes, submit an appeal through your account. You can usually get your ads reinstated quickly once you address the root cause.

Follow these steps to get your campaigns back up and running at your own pace.

Fixing the Issue

The disapproval reason will tell you exactly what you need to fix. To find them, check the notification in your Google Ads account. Google flags the specific policy violation, so you won't have to guess. It might be anything from a missing disclosure, a display path error, or misleading ad copy.

When you’re done checking, update your site to address the problem. For instance, if the disclosure isn’t clearly visible, move it into the top 20% of your landing page. And if your display path includes extra text, reduce it to the root domain.

Based on our expertise, if you sort out the real issue first, you’re far more likely to get approved quickly.

Submitting an Appeal

Once you’ve sorted your site, open the disapproved ad or campaign in Ads and click Appeal. Choose either “Dispute decision” or “Made changes to comply with policy” based on your situation. You may also submit your appeals through the Policy Manager if you prefer.

Google will review your ad and landing page again after you submit an appeal. If everything complies with policy, your ads can be reinstated. However, appealing before fixing the issue will likely result in another disapproval.

Certifying a New Domain

Are you running ads on an uncertified URL? You’ll need to include that domain in your eligibility application. Since Google reviews domains individually, subdomains may require separate approval if they weren’t listed.

So, submit a new application before launching campaigns on that URL. Otherwise, your ads are likely to be disapproved.

What to Do Next With Your Google Ads Certification

Google’s event ticket seller certification isn't complicated, but it requires attention to detail if you want your campaigns to succeed. Primary providers, resellers, and aggregators all need to get the basics right from the start. It saves you from disapproval and wasted ad spend that can hurt your campaign performance and slow down your business online.

Make sure your disclosures are visible, your pricing is transparent, and your URLs are certified before launching any campaigns. And if you've already been disapproved, fix the issue first, then appeal through your Google Ads account.

If you need help setting up your ticket campaigns or sorting out certification issues, get in touch with us for a free, actionable marketing audit of your Google Ads account. We'll make sure your ads are compliant and ready to perform.

Frequently Asked Questions (FAQs)

Q: Do I need approval to reach potential customers with ticket ads?

Yes. Resellers and aggregators must receive eligibility approval under Google’s event ticket seller policy before their ads can run. Without it, ads will be disapproved, and you won’t have access to potential customers through Google Ads.

Q: What does it mean to be Google Ads certified?

It means Google has reviewed your business and granted you Google-certified status. This confirms that you meet the event ticket seller policy requirements, including proper resale disclosures and pricing transparency.

Q: Can I run ticket ads without certification?

No. Ticket sellers must complete Google’s eligibility process before running ads. Campaigns launched without approval are likely to be disapproved.

Q: How does certification support your digital marketing efforts?

It prevents ad disruptions, protects your campaigns from policy violations, and allows you to advertise consistently within Google’s rules.

Q: Why does Google require transparency for ticket sellers?

Google requires clear resale disclosures and upfront pricing to prevent misleading ads and protect users from hidden fees or confusion about ticket sources.

Q: Does the event ticket seller policy apply to Google Ads Search campaigns?

Yes. If you run Google Ads Search campaigns promoting event tickets as a reseller or aggregator, you must obtain certification and comply with Google’s disclosure and pricing requirements.