Scalpers, have made getting tickets for some of the top Broadway shows a costly event. Starting in March, Google will also require all resellers to list the face value of each ticket next to its inflated price.
Google is now requiring all Broadway ticket resellers to pass an inspection before allowing them to advertise on its website. The new review process is designed to eliminate fraud and scalpers from the official vendors.
Each Broadway ticket reseller must make it clear on its website or mobile application that it is not affiliated with a show’s box-office, and it is reselling the ticket at a higher price. Resellers will also need to breakdown the cost of each ticket before payment information is collected, revealing all of the fees and taxes tacked onto the price.
Google will also crack down on misleading domain names. Many scalpers bought domain names affiliated with the theaters. The Shubert Organization, which owns 17 Broadway theaters recognized the problem, and scooped up domain names for all of its theaters back in 2015.
Four members of Congress urged the Federal Trade Commission to probe the practice over the summer. But, the government regulator never looked into it, and Google decided to take the initiative, and monitor the marketplace on its own.