Unauthorized resellers are using Google Ads as a platform to mislead and exploit fans. By cleverly mimicking the look and feel of legitimate event producer advertisements, these resellers trick fans into buying tickets at inflated prices — or worse, tickets that don’t exist. This deception hurts consumers and also damages trust in venues, performing talent, primary ticketing platforms, authorized resellers and Google.
Our team at Bauer Entertainment Marketing is committed to making this right. We’ve launched a petition urging Google to step up and address this issue by differentiating ads from authorized ticket sellers and unauthorized resellers. With just a basic update to its advertising platform, Google can protect fans from falling victim to these practices and create a better, safer ad (and ticketing) ecosystem.
The Problem With Google’s Event Ticket Seller Certification
Currently, Google’s Event Ticket Seller Certification requires advertisers to self-identify as either primary or secondary sellers before ad campaigns can launch. In theory, this sounds great — but in practice, it falls short. Why? Because Google doesn’t serve ads in a way that is distinguishing for fans. The certification gives primary ticket sellers the right to include the word “official” in their ad copy, but this isn’t clear enough for the average fan. Unauthorized resellers still design ads and landing pages to look nearly identical to those of primary sellers. What appears to consumers as a credible advertisement often turns out to be a cleverly disguised unauthorized reselling ad.
A Simple Google Advertising Solution for Event Ticket Sales
BEM believes Google has an opportunity — and a responsibility — to fix this. A simple yet powerful solution is to implement a clear visual indicator, like a blue checkmark, to identify ads from primary ticket sellers. Fans will more clearly and immediately understand which ads are from legitimate sources for tickets. Venues and artists will no longer have their reputations tied to fraudulent sales. And Google itself will enhance its standing as a trusted platform for consumers.
This isn’t just about protecting buyers. It’s about elevating trust and transparency for everyone involved — ticket buyers, legitimate sellers, venues and artists. The entertainment industry thrives on positive fan experiences, and this small but impactful update to Google’s ad system will prevent countless bad ones.
How You Can Help Improve Google Advertising for Events
We are asking for your support in making this change happen. Sign the petition to show Google that this issue matters to the entertainment industry and that action is needed. Together, we can create a safer, more transparent ticket-buying experience and protect fans from falling prey to unauthorized reselling practices.
If you are experiencing problems with unauthorized resellers advertising with Google, our entertainment marketing experts have your back! Contact us today with your examples so we can share them with Google.
