Can I advertise event tickets or resale tickets?
Direct answerGoogle allows event-ticket ads after that Google Ads account and domain are confirmed eligible. A primary seller is the first sale. A reseller, or any site that links to resale, has to disclose that it is not the primary provider and that prices may be above face value, in the top 20% of the page, and must show taxes and fees before the customer pays. In France and French territories, only an eligible primary provider may advertise.
Which seller you are
Google’s Event ticket sale policy, reviewed on September 28, 2026, requires you to name the model and meet that model’s rules. Apply with the form on that page. Google says requests are typically processed within two business days. Authorized Buyers and Display & Video 360 accounts that resell tickets do not submit that eligibility request, and they still have to meet the destination rules.
| Model | What Google means |
|---|---|
| Primary provider | The owner, organizer, venue, or their contracted first seller. The ticket has not already been sold. |
| Reseller | Tickets already sold or allocated. The reseller sets a price that can be above or below face value. Marketplaces that connect buyers to resellers count. |
| Ticket aggregator | Lists other resellers’ prices and does not sell tickets on its own site. |
| Event-associated group | The artist, tour, team, league, venue, or similar group the tickets are for. |
If you are a primary provider for some seats and you advertise resale or mixed inventory, Google treats that promotion as resale. A primary provider is exempt from the resale destination rules unless the site links to a reseller.
What the resale page has to show
Resellers disclose, on the site or app, that they are a resale market and are not the primary provider, and that prices may be higher than face value. That block has to sit in the top 20% of any page reached from the ad. It cannot be closed or hidden. The type has to be at least as large as most of the page. Before payment, the checkout has to break out taxes and other fees. A sale that hides the fee is also a price-claim problem. If a crawler cannot see the price, that is a destination the crawler cannot open.
You may use the event group’s name in your domain only with a contract, or with a letter on your letterhead signed by an attorney or an executive attesting to the affiliation. Resellers and aggregators may not use “official” unless that group’s letter authorizes a phrase Google lists, such as “Official Reseller” or “Official Fan to Fan Marketplace,” followed by the group’s name. Their display URL cannot contain a subdomain or a path after the domain. The live page has a separate row for mixed primary-and-reseller sites. Use that row before you copy a primary seller’s setup.
Setup workflow
- Name the model: primary seller, reseller, ticket aggregator, or the artist, team, or venue.
- Apply with the form on Google’s event-ticket page for that account and domain. A manager account cannot hold the certificate for every child account.
- In France and French territories, only an eligible primary provider can run these ads.
- If you resell, put the resale disclosure in the top 20% of the landing page, in type at least as large as most of the page, and not in a box the visitor can close. Show taxes and fees before payment.
- Do not put the event’s name in your domain unless you have the contract or the signed letter the policy describes.
Frequently asked questions
Can one manager account certify every client?
No. Google says eligibility is for the individual Google Ads account and the domain you advertise. Certification at the manager-account level is not available.
Can a reseller say “official tickets”?
Not by default. “Official” is allowed only with a letter from the event-associated group and only in the phrases Google lists, followed by that group’s name. A reseller or aggregator display URL also cannot include a subdomain or a path after the domain.
Sources
This reading is as of September 28, 2026. It is not a statement that a marketplace is the venue’s seller.
Check the first screen of the ticket page
LaunchGuarding reads the ad and the destination, including a resale disclosure that sits below the fold.