CTS Eventim’s secondary ticket site, FanSALE, will be able to continue advertising via Google after becoming the first German reseller to be granted AdWords certification.

The web search giant announced a clampdown on ticket resellers late last year, with resellers included in Google’s ‘other restricted businesses’ AdWords category and requiring certification from this month.

CTS Eventim said the rapid authorisation is “acknowledgement of the strategic approach taken by FanSALE, namely to provide a fair and transparent ticketing portal for fan-to-fan transactions”.

Malte Blumenthal, senior vice-president e-commerce at CTS Evetim, said: “The reason why FanSALE fulfilled the criteria so quickly was above all because honest and open communication with our customers has always been an essential element of our approach.

“In the years ahead, we want to establish FanSALE not just as one of the leading, but also as the fairest ticketing platform for the secondary market.”

FanSALE’s fair practice policies actually go beyond Google’s requirements, as the company already displays the original price for all available Eventim tickets. This will not be obligatory on Google AdWords until March this year.

FanSale also marks offers that are below the original ticket price as a ‘Fair Deal’, which is also not a compulsory requirement for Google AdWords certification.

Blumenthal said: “We welcome Google’s initiative for creating additional transparency in the ticketing market and to indicate clearly the differences between primary and secondary market platforms.”