In an update to Event Ticket Reseller Policy on AdWords, Google has moved event ticket resellers on AdWords to the list of restricted advertisers, so they are now required to be certified by Google before they can advertise.
“Unfortunately, some ticket resellers provide limited transparency in their ads about ticket costs and fees, as well as their association with a specific venue or event,” wrote David Graff, Senior Director, Trust & Safety, Global Product Policy. “Lack of transparency can erode trust in the online ticket ecosystem and makes it harder for legitimate businesses to reach customers.”
That said, with this new certification process, Google wants to ensure that users don’t get misled or scammed when buying event tickets online from third-party resellers through AdWords. Because, users will get more clarity on these vendor reselling the tickets and the total cost of those tickets, including any associated fees.
Effective today, all ticket resellers which sell tickets bought from primary vendors such as the event venues or organizer must now complete an application to become Google certified advertisers. To be certified by Google, an event ticket reseller must now:
- Not imply that they are a primary marketplace
- Prominently disclose themselves as a ticket reseller/secondary marketplace
- Prominently disclose that prices may be above face value
- Provide the total and breakup of the price across fees and taxes before requiring payment information
- Prominently provide the face value of the tickets being sold in the same currency (this will be required starting in March 2018), explains Graff.
Certification review will typically take about a week after a reseller submits a completed application.
Initially, announced in November 2017, Google notified advertisers and gave them time to prepare for this policy change and certification, as it begin instituting this new restriction globally effective today.
Also, Tuesday, Google begin to allow creating service account keys to access the Content API for Shopping directly in the Merchant Center. “if you’ve already set up service accounts for your solutions, you can still create a new service account key here if you’d like to switch to managing your service account keys directly in the Merchant Center,” writes Google.
Google notes, even with this new feature, those who’d prefer to manage Google API Console project and service accounts themself, can still follow the steps in the Service Accounts guide. And, if you’re accessing others’ Merchant Center accounts using OAuth 2.0, you must still follow steps in the Authorize Requests guide instead of using service accounts.
See the Retrieve a service account key for authentication section of the Get Started guide for more details here.