Google’s move to crack down on ticket touts has been backed by secondary ticket reseller Twickets' founder Richard Davies.
As announced last week, promoting the resale of tickets will need to be certified by Google before it can be advertised through its AdWords service.
Research conducted by FanFair Alliance in July 2017 illustrated how the likes of Viagogo, StubHub and Get Me In! could be misleading would-be ticket buyers through their online marketing practices – paying to top search results with tickets listed by touts, even when face value tickets from authorised sellers are widely available.
FFA has welcomed Google's announcement as a potentially significant breakthrough, but Davies (pictured), whose company facilitates resale at face value or less, told Music Week they will be meaningless unless they are adequately enforced.
“We are happy to see Google making moves to prevent secondary ticket sellers duping consumers," he said. "The confusing online ticketing marketplace has left event goers unsure of which sites are legitimate, and the difference between primary and secondary sellers. A number of reports, including FanFair’s last month, have called for more transparency and it’s great to see this mounting pressure lead to action.
"We ultimately want an end to secondary resale for profit, but at least this certification will mean that fewer consumers are ripped off. We know that some secondary sites disregard the law, so we would not be surprised if they ignore Google’s new rules. We hope that these measures are properly enforced.”