Understanding Google’s Merchant Policy Requirements

Last Updated on 16 September 2025 by Dorian Menard

If you want your Google Merchant Center account to stay live and profitable, you must follow Google’s Merchant Policy Requirements to the letter.

These rules fall into four categories—Prohibited Content, Prohibited Practices, Restricted Content, and Editorial & Technical Requirements—and breaking them can result in disapproved products or full account suspension.

The fastest way to stay compliant is to remove banned items, follow restrictions for regulated products, maintain accurate product data, and keep your site secure with clear contact, pricing, and return details. This guide explains each rule in plain language so you can pass audits, avoid penalties, and keep your ads running.

Understanding the Four Pillars of Google’s Merchant Policies

Why These Policies Exist: Building a Safe and Trustworthy Ecosystem

Google’s merchant policies aren’t just rules—they’re safeguards. By maintaining strict standards, Google ensures users encounter trustworthy ads while protecting honest sellers from unfair competition.

Cart abandonment affects roughly 70% of online shopping sessions, with security concerns accounting for approximately 17% of these abandonments. Addressing payment security and building trust through SSL certificates and security badges remains critical for both consumer protection and merchant success. Compliance directly impacts ad visibility, with non-compliant accounts facing reduced impressions or complete suspension.

These requirements align with global e-commerce regulations, creating a level playing field where businesses thrive through quality rather than deception. Counterfeit electronics alone cost brands $30 billion annually—Google’s anti-counterfeit policies combat this while protecting buyers from unsafe products.

Strict adherence to technical security standards—such as enforcing SSL/TLS on payment pages—helps prevent fraud and data breaches. Prominently displaying secure-checkout badges and HTTPS indicators reassures shoppers and has been shown in usability studies to significantly increase consumer confidence and reduce abandonment.

An Overview of the Four Main Policy Categories

• Prohibited Content: Banned items like counterfeit goods, weapons, illegal substances, and unregulated CBD products
• Prohibited Practices: Fraudulent data collection, deceptive pricing, fake reviews, and click farms
• Restricted Content: Age-sensitive products (alcohol, adult content), regulated goods (prescription medications), and health products needing authorisation like weight-loss supplements
• Editorial & Technical Requirements: Clear return policies, SSL-secured websites, and accurate product data matching physical items

This framework reduces transaction risks—compliant merchants see fewer consumer complaints. Restricted categories like dietary supplements require pre-approval to prevent misleading health claims, ensuring buyers receive verified information.

The Consequences of Non-Compliance: From Warnings to Suspension

Non-compliance triggers a progressive penalty system. Initial violations cause product disapprovals, but repeated offenses lead to account suspension.

Google does not disclose exact suspension counts, but suspended profiles lose visibility until compliance issues are resolved. Merchants who promptly address policy violations and submit reinstatement requests often restore their listings, underscoring the need for swift corrections.

Violations create financial losses:

• $12,000 average loss per suspended product listing
• 30-90 day recovery periods disrupting sales cycles
• Permanent bans for severe violations like selling vaping products

For suspended accounts, expert help for a suspended merchant center account becomes essential. Proactive compliance saves 12-15 hours monthly and maintains ad visibility.

Technical infractions—such as failing to secure your checkout with SSL/TLS—are among the common triggers for Google Merchant Center suspensions. Conducting regular audits of your site’s security settings and feed requirements can help you stay compliant and protect your brand’s reputation.

Prohibited content and practices: the absolute “don’ts” for merchants

Counterfeit goods and dishonest behavior

Google Shopping Ads strictly prohibit counterfeit goods. These include products that imitate trademarks, logos, or design elements of authentic brands, creating confusion for users. Selling knockoff electronics, fake designer apparel, or pirated software violates Google’s policies and erodes consumer trust.

For instance, counterfeit medications sold as “generic” alternatives pose serious health risks, while fake software licenses expose users to malware.

Products enabling dishonest behavior are equally restricted. Examples include hacking tools, forged documents, or academic cheating aids. Such items undermine legal systems and ethical standards. 

Google enforces zero tolerance for these listings, as they pose risks to user safety and platform integrity. This includes services offering “bypass” techniques for subscription platforms or tools to manipulate online reviews.

Dangerous products and inappropriate content

Merchants cannot advertise products that endanger users physically or psychologically. Prohibited categories include recreational drugs, explosives, weapons, and tobacco.

For instance, selling unregulated CBD products or firearm accessories violates legal compliance requirements. Even items like unapproved dietary supplements containing controlled substances fall under this policy.

Inappropriate content spans hate speech, discrimination, and violence. Promoting racially offensive merchandise, animal cruelty materials, or self-harm tools breaches Google’s ethical guidelines.

These policies protect users from harmful material while maintaining a trustworthy shopping environment. Specific examples include white supremacist symbols or instructional guides for animal fighting.

Prohibited practices: abusing the network and misrepresentation

Google penalises practices that manipulate its advertising ecosystem. Malware distribution or cloaking techniques fall under “network abuse.” These tactics harm user experience and damage advertiser credibility. Cloaking—showing different content to users versus Google’s crawlers—violates transparency rules.

“Any attempt to mislead users or gain an unfair advantage in the Shopping ads auction is a serious violation that can lead to immediate account suspension.”

Misrepresentation covers deceptive pricing, hidden fees, or false product claims. For example, advertising “free” trials without clear cancellation terms misleads consumers.

Transparent communication about costs and features remains mandatory to comply with Google’s standards, including upfront tax and shipping disclosures.

Summary of prohibited categories

Violations trigger automated and manual enforcement actions. First-time breaches may result in ad disapprovals, while repeated offenses lead to account suspension. Google’s policies align with international regulations. Merchants should audit listings to avoid disruptions.

For compliance:

• Verify product authenticity and supply chain documentation.
• Implement secure checkout processes with visible privacy policies.

Failure to adhere risks permanent bans, emphasising policy adherence.

Navigating restricted content: selling with specific rules

Adult-oriented and alcoholic beverages

Restricted content doesn’t automatically mean prohibited products. Google allows adult-oriented items and alcoholic beverages when sellers follow strict guidelines.

Google’s alcohol advertising policies safeguard vulnerable audiences—especially minors—by prohibiting underage targeting and requiring age-gating. Advertisers must implement robust age-verification and audience restrictions to comply and avoid ad rejections.

For adult products, Google requires:

• No explicit sexual content or non-consensual imagery
• Must not target users under 18 through age-inappropriate content
• Product descriptions must avoid suggestive language or visuals that could mislead minors
• Explicitly prohibits content violating local obscenity laws – nudity must be contextually appropriate

Alcohol sales require:

1. Compliance with local laws in target markets –
   Australia’s alcohol advertising codes (e.g., ABAC Scheme) restrict alcohol marketing, including placement near schools or for example France’s Évin law restricts alcohol advertising near schools
2. No promotion of excessive consumption through imagery or messaging
3. Prohibition of health benefit claims – no “heart health” assertions for wine
4. Clear age-verification mechanisms like ID checks or third-party age-gating tools

Non-compliance risks immediate ad disapproval and potential account suspension. Sellers should verify local regulations before targeting regulated markets like Norway’s state-controlled alcohol distribution. Violations can lead to financial penalties and loss of advertising privileges.

Healthcare, political content, and gambling

Google maintains zero tolerance for unverified health claims and unregulated gambling operations. Healthcare products often require pre-authorisation through official certification processes, such as clinical evidence submission for medical devices.

Political content and gambling face these restrictions:

• Must hold valid licenses in target jurisdictions –
  Australian gambling operators need a licence from state or territory regulators (e.g., NSW Liquor & Gaming or Victorian Gambling and Casino Control Commission) or
  Australia’s state-based liquor licensing systems (e.g., NSW Liquor & Gaming, Victorian Liquor Control Reform Act)UK gambling operators need Gambling Commission approval
• Require responsible gambling/health disclosures – mandatory “18+ only” warnings and addiction resources
• Prohibit minor-targeted advertising – Facebook-style age-based targeting systems
• Content must avoid misrepresentation – political ads need clear funding source disclosures

For example, Google’s specific guidelines for restricted content mandate:

1. Country-specific certifications for online gambling –
   Australia’s state-based liquor licensing systems (e.g., NSW Liquor & Gaming, Victorian Liquor Control Reform Act)
2. Medical device ads needing clinical evidence –
   Therapeutic Goods Administration (TGA) approval for Australian health claims or FDA approval for US health claims
3. Political ads complying with election laws –
   Australia’s Commonwealth Electoral Act 1918 compliance
4. Pre-authorisation for controlled substances – requires DEA registration for CBD products in the US or
   TGA and Office of Drug Control licensing for CBD products in Australia

Policy violations—such as non-compliant political advertising—can lead to permanent account termination and potential legal consequences. Advertisers must adhere to Google’s election advertising policies, including proper targeting disclosures and certification, to avoid severe penalties.

Sellers should consult Google’s restricted content policies before launching campaigns in regulated markets like Canada’s alcohol framework or EU medical device regulations.

Copyrighted content and trademarks

Trademark usage follows strict consumer transparency rules. Permitted uses include:

• Reselling authorised brand products with proper packaging representations
• Marketing compatible components – third-party accessories for branded devices
• Descriptive references without brand confusion – “fits GoPro” vs “GoPro-compatible”
• Using trademarks in domain names when selling genuine products

Prohibited practices:

1. Using trademarks to imply endorsement – “Nike-approved” without authorisation
2. Misleading product compatibility claims – “Apple-style” device descriptions
3. Unauthorised copyrighted material – unlicensed use of movie/TV show imagery
4. Abusing trademark in ad headlines for generic products

Brand owners can report violations through Google’s dedicated form. The process includes submitting trademark registration proof, identifying infringing URLs, and providing evidence of consumer confusion. 

Trademark complaints regularly lead to content removals and account restrictions, and unauthorized use of trademarked terms in ad copy—such as in headlines—is one of the most common reasons for takedown requests. Sellers should vet all ad text and creative for proper trademark usage to avoid policy enforcement and potential legal challenges.

Mastering your website and product feed requirements

Creating a professional and trustworthy website

Google prioritises user safety and transparency. Your website serves as the first impression for potential customers and Google’s automated systems.

• Contact information clarity: Display at least two contact methods – physical address, phone number, or email – in a visible location like the header or footer. Consider adding a dedicated contact page for intuitive navigation. This builds trust and avoids frustrating customers who need support.
• Secure payment infrastructure: Implement SSL encryption for payment data. Look for the padlock icon in the browser address bar – its absence signals insecurity. Google flags sites using HTTP. Use trusted providers to establish secure connections and ensure PCI DSS compliance for payment processing.
• Cost transparency: Reveal shipping fees, taxes, and return shipping costs before checkout. Hidden costs cause 17% of cart abandonment according to Baymard Institute research.
• Functional website architecture: Eliminate broken links using tools like Screaming Frog or Google Search Console. Ensure browser back buttons function correctly – Google penalises sites that trap users.

The importance of accurate and complete product data

Google uses automated systems—including AI—to analyze vast numbers of Merchant Center product listings each month. Common reasons for feed rejections include missing or mismatched product identifiers, incorrect pricing, and formatting errors. Rigorous data validation before upload can help minimize rejections and ensure listings go live smoothly.

Follow these critical specifications:

• Product identity verification: Use brand names exactly as trademarked. “Apple iPhone 15 Pro” outranks “Apple 15 Pro Max” for search relevance. Avoid creating fake variants that mimic trademarked products.
• Pricing consistency: Match displayed prices with checkout totals. Price discrepancies trigger a small percentage of policy warnings. Use dynamic pricing tools to synchronize prices across channels and prevent mismatches.
• Image compliance: Submit high-quality, compliant images —without promotional overlays—to avoid automatic rejections. Non-compliant images are one of the most common reasons Google flags or rejects Business Profile listings.
• Language alignment: Use region-specific language variants – “colour” for UK audiences versus “color” for US markets. Implement hreflang tags for multilingual websites to avoid confusing international shoppers.

Responsible data collection and user privacy

Data privacy is critical: surveys show 71% of consumers would cease doing business with a company that mishandles their personal information, underscoring the need for robust privacy controls. Protect your business reputation through these measures:

• Secure data handling: Collect payment information exclusively through TLS 1.2+ encrypted connections. Use 2048-bit SSL certificates as industry standard. Follow PCI DSS requirements for payment data storage.
• Privacy policy visibility: Place a link to your privacy policy on every page. Include cookie consent banners compliant with GDPR and CCPA regulations.
• Prohibited practices: Never sell customer contact details or create data harvesting landing pages. Google automatically flags sites violating these principles.
• Transparency requirements: Disclose how you’ll use customer data at checkout. Clear privacy disclosures and visible data-usage notices help build trust and reduce abandonment caused by uncertainty around personal information.

The expert’s guide to Google’s return and refund policy

Why a clear policy is critical for user trust and ad performance

Google prioritises transparent return policies to build consumer confidence. A well-defined policy isn’t just compliance—it directly impacts ad visibility and conversion rates.

Merchants with clear policies often see better placements, as Google’s algorithm rewards trust signals. Inconsistent policies risk disapprovals, reduced impressions, or account suspension. For instance, a merchant selling electronics must specify return windows (e.g., 30 days) and conditions (e.g., unopened packaging).

Misalignment across your website, Merchant Center, or product data creates confusion and triggers penalties. A 2-day discrepancy in return windows can cause violations.

Step-by-step: setting up your return policies in Merchant Center

1. Access Merchant Center: Navigate to Merchant Center > “Shipping and returns” > “Return policies”.
2. Create a default policy: Input your policy URL, select countries, and set conditions (e.g., 30 days for defective/non-defective items). Separate policies for regional sales avoid cross-border confusion.
3. Define return methods: Choose in-store, prepaid labels, or drop-off points. For international sales, use localised options like partner warehouses to reduce costs.
4. Set refund timelines: Google recommends processing refunds within 5 days. Delays beyond 7 days risk complaints and lower seller ratings, which Google tracks for policy enforcement.
5. Assign exceptions: For restricted categories (e.g., hygiene products), create an exception label (e.g., “no_returns”) and apply it via the return_policy_label attribute in your product feed. For example, contact lenses require a medical disclaimer stating they’re non-returnable for safety.

Best practices for a customer-friendly policy

“A clear, fair, and easily accessible return and refund policy is not just a requirement; it’s a powerful tool for building customer loyalty and trust.”

• Be explicit about exceptions: Highlight non-returnable items (e.g., personalised goods, digital downloads). For example, a custom-engraved watch should state “No returns” in titles and policy sections.
• Match digital and physical policies: If your site allows 14-day returns for electronics, Merchant Center must reflect this. Google’s systems verify alignment—mismatches delay ad approvals.
• Optimise for high-risk categories: For restricted items like health products, specify compliance with local laws (e.g., FDA approval for supplements) and limit returns to defective items only.

Pro tip: Use Google’s MerchantReturnPolicy structured data to surface return details in Search results. This builds trust, as users prefer retailers with visible transparency. For example, structured data can display “30-day return window” in Google Shopping tabs, increasing click-through rates for compliant merchants.

Proactive compliance: how to maintain a healthy account long-term

Regularly monitoring your account health in Merchant Center

Use Google Merchant Center’s Diagnostics tab as an early warning system. Performing weekly checks helps you spot and resolve technical errors—like invalid product data, feed formatting issues, or policy warnings—before they impact your account’s performance.

For example, Google’s May 2025 update requires you to add proper metadata to any AI-generated images in your product feed. Common technical errors that lead to Merchant Center suspensions include mismatched GTIN values and broken product links, so regular audits of your feed and assets are essential to maintain compliance.

Use the Merchant Center Performance tab to monitor trends in impression share and disapproval counts. Track your Approval Rate (aim for at least 95%) and Policy Compliance Score (target 100%). Reviewing these metrics weekly enables you to identify and address issues—such as disapproved products or feed errors—more rapidly than infrequent checks, helping maintain smooth campaign performance.

Staying informed about Google’s policy updates

Google rolls out over a dozen Merchant Center policy and feature updates each year, so staying current is critical. Merchants who delay implementing required changes risk temporary suspensions, making regular compliance reviews essential to uninterrupted performance.

Subscribe to the official Google Ads blog for real-time policy changes. Key 2025 updates include:

• September 2025: Banned pill presses and encapsulation machines – critical for supplement sellers handling manufacturing equipment
• April 2025: Structured data requirements for AI-generated content (40% visibility risk if non-compliant)
• February 2025: Expanded vehicle ad eligibility for RVs and campers – opening new market segments

Use Merchant Center’s 14-day policy transition notices to prepare for new rules before they take effect. Under the EU’s 2024/900 regulation, political advertisers must implement strict regional targeting controls and complete Google’s election ads verification. Failing to comply can lead to ad disapprovals and account suspensions.

Creating a compliance checklist

Implement a tiered compliance schedule:

• Weekly: Fix “disapproved” items flagged in Content API’s Productstatuses.list.
• Monthly: Verify pricing/availability synchronisation – A large percentage lose revenue from outdated pricing, averaging $1,250/month loss per category
• Quarterly: Cross-check return policies against Google’s requirements
• Violation response: Document fixes with screen recordings and before/after comparisons.

A structured compliance schedule—weekly remediation of disapproved items via the Content API, monthly checks of pricing and availability, and quarterly policy reviews—can substantially lower your risk of suspension. Set up automated alerts for any ‘disapproved’ statuses using the Productstatuses.list API so you can address critical errors immediately. If a suspension does occur, include detailed evidence—such as screenshots or recordings of URL-specific corrections—when you file your appeal to improve your chances of reinstatement.

“Understanding Google’s merchant policies is critical for account health and long-term success. By prioritising compliance—avoiding prohibited content, managing restricted items, ensuring accurate product data, and maintaining transparent return policies—businesses build trust, avoid penalties, and thrive in a competitive digital ecosystem.

Regular audits, staying updated on policy changes, and proactive adjustments safeguard your presence while fostering lasting customer confidence.”

FAQ

What are the four core categories of Google’s merchant policies?

Google’s merchant policies are structured around four key categories: Prohibited Content (strictly forbidden items like counterfeits or weapons), Prohibited Practices (deceptive tactics or data misuse), Restricted Content (allowed with specific limitations, such as alcohol or adult content), and Editorial & Technical Requirements (ensuring professional websites and accurate product data). These categories work together to maintain a trustworthy advertising ecosystem.

What happens if my account violates Google’s policies?

Violations can lead to escalating consequences. Minor issues may result in product disapprovals, while severe breaches could cause impression limitations or full account suspension. Google notifies merchants of violations and allows appeals. Proactive measures, like regular account health checks, are crucial to avoid disruptions to your advertising reach and revenue.

How should I handle restricted products like alcohol or healthcare items?

For restricted content, compliance means balancing legal requirements with Google’s specific rules. Alcohol sellers must avoid targeting minors and refrain from promoting excessive consumption. Healthcare products often require pre-authorisation and adherence to regional regulations. Always consult Google’s restricted content guidelines for country-specific requirements to maintain compliance.

What technical requirements must my website meet?

Your site needs:

• Contact information (at least two contact methods visible)
• Secure payment processing (SSL encryption for financial data)
• Transparent pricing (taxes/shipping costs clearly displayed)
• Functionality (no broken links or disabled browser navigation)
• Accurate product data (up-to-date availability and descriptions)

These requirements ensure both user safety and policy compliance.

How do I create an effective return policy for Google Merchant Center?

Follow these steps: 1. Set clear terms (minimum 30-day window in the US, 14-day window in Europe) 2. Ensure policy consistency across your website and Merchant Center 3. Specify return methods (in-store, mail-in, etc.) 4. Clarify restocking fees (if applicable) 5. Display policy prominently without requiring user login For best results, use Google’s return policy manager and update policies via high-quality, compliant images in your product feeds.