Online entertainment retailer Play.com has launched a new secondary ticketing service, Play.com Tickets.

The Jersey-based company says the service will guarantee all tickets purchased and no payments will be made to the seller until seven days after the event, removing the risk of non-delivery and fraudulent tickets.

It has the backing of the Association of Secondary Ticketing Agents (ASTA), the trade body for U.K. ticket brokers.

"This is a groundbreaking move by Play.com," said founder Richard Goulding in a statement. "We now have the ultimate entertainment offering separating us from the competition in the marketplace. You can now buy the ticket, the CD, the poster and the t-shirt from us, proving that we are leading the way as the best online retailer of entertainment in the U.K."

The service, accessible via the main Play.com Web site, launched Oct. 15. It claims to have had 500,000 tickets for over 25,000 different events listed for sale within 24 hours, including Kings of Leon, Oasis, England Rugby Union International matches and The Mighty Boosh Live.

Sellers are charged 15% commission by Play.com Tickets.