To promote the book, Peterson went on a world tour, initially from January 14, 2018 to February 17, 2018, including events in England, Canada, and the United States.
The sold-out venues included 1,000-seat conference hall Emmanuel Centre in London, and 2,000-seat Orpheum Theatre in Los Angeles.
The February 11 event at Citadel Theatre in Edmonton was cancelled by the theatre's board of directors and management for which they later apologized, and instead was held at a sold-out Hyatt Place.
The second part included three sold-out events in March in Australia, continuing at Beacon Theatre in New York, and the third part held between early May and June initially numbering ten events in the United States and Canada, and one in the United Kingdom.
Reportedly, until June the tour visited 45 cities in North America, Europe and Australia, reaching an audience of over 100,000 people.
According to Peterson, nearly 200,000 people have attended the live events until late July.

As part of the tour, Peterson had an interview on Channel 4 News which went viral, receiving considerable attention and over ten million views on YouTube.
He also appeared on BBC Radio 5 Live and BBC's HARDtalk; LBC's Maajid Nawaz radio show; Fox & Friends and Tucker Carlson Tonight; ABC's 7.30; Sky News Australia's Outsiders; HBO's Real Time with Bill Maher; and The Dr. Oz Show, among others.
To promote the book, Peterson went on a world tour, initially from January 14, 2018 to February 17, 2018, including events in England, Canada, and the United States. The sold-out venues included 1,000-seat conference hall Emmanuel Centre in London, and 2,000-seat Orpheum Theatre in Los Angeles. The February 11 event at Citadel Theatre in Edmonton was cancelled by the theatre's board of directors and management for which they later apologized, and instead was held at a sold-out Hyatt Place. The second part included three sold-out events in March in Australia, continuing at Beacon Theatre in New York, and the third part held between early May and June initially numbering ten events in the United States and Canada, and one in the United Kingdom. Reportedly, until June the tour visited 45 cities in North America, Europe and Australia, reaching an audience of over 100,000 people. According to Peterson, nearly 200,000 people have attended the live events until late July.
As part of the tour, Peterson had an interview on Channel 4 News which went viral, receiving considerable attention and over ten million views on YouTube. He also appeared on BBC Radio 5 Live and BBC's HARDtalk; LBC's Maajid Nawaz radio show; Fox & Friends and Tucker Carlson Tonight; ABC's 7.30; Sky News Australia's Outsiders; HBO's Real Time with Bill Maher; and The Dr. Oz Show, among others.
12 Rules for Life