Google reinstates Viagogo advertising

Just a few months after banning paid advertising from secondary ticketing marketplace Viagogo, Google has welcomed the advertiser back, saying the reseller has gone through the process to become compliant.

The news follows the acquisition of rival Stubhub by Viagogo, for US$4.05bn. Stubhub was previously owned by eBay and music industry experts have expressed concerns over the lack of competition in the market.

The suspension of Viagogo came as the business was accused of ‘profiteering’ from charity concerns, selling fake tickets and colluding with scalpers who would buy tickets in bulk before reselling at a markup. The Federal Court found the business had engaged in misleading and deceptive conduct.

Viagogo is now at the top of Google searches for some of the biggest concerts in Australia, next to its new business Stubhub.

Viagogo is back at the top of Google’s searches for tickets

In response, a Google spokesperson said Viagogo had satisfied the requirements necessary to have its advertising reinstated.

“Any advertiser can appeal a suspension, and if we find that they have made appropriate changes to their account, they may be eligible for reactivation. We still continue to enforce our policies and we will take action against ads or accounts that violate our policies,” the spokesperson said.

Google may suspend advertising from paid clients at any time and those advertisers are entitled to appeal the suspension if the specific concerns have been addressed. According to Google, in 2018 2.3bn ads were removed that breached Google’s policies.

Specifically, in regard to ticketing, Google’s policies include clear ticket prices and ensuring resale tickets are beholden to any resale restrictions from venues.

The concerns that still surround Viagogo are more than just the inflated price of resale tickets. The business has also been known to sell fake tickets or tickets which don’t work when the patron reaches the venue.

Viagogo has also been accused of abnormally high booking fees and incorrect use of words such as ‘official’ on its resale tickets.

Speaking to the Daily Telegraph, Elton John’s Australian promoter Michael Chugg said the lifting of the ban was “disgusting”. He said about 100 fans had been sold invalid tickets for Jonh’s performance in Perth by the platform and had been turned away and that he expects that number to rise now Google has lifted the ban.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.