Suspension guide

Suspended for counterfeit goods

Counterfeit goods is one of the policies Google enforces most harshly: it suspends without warning and only reinstates in what it calls compelling circumstances. Genuine shops do get caught, usually by wording, photos or pricing that look like a fake. Here's what Google looks for, what to change and how to appeal.

Guides · Updated 2 November 2026 · 7 min read

0 dayswarning before a counterfeit suspension, Google says
7words Google names, such as 'replica' and 'knock off', when used with a brand
BothGoogle Ads and Merchant Center apply the same definition
1appeal that has to make your case: prepare it well
The short version
  • Google treats counterfeit goods as an egregious violation: suspension on detection, with no warning.
  • Google says accounts are only reinstated in compelling circumstances, so your appeal needs evidence, not just a denial.
  • Words like 'replica', 'fake' or 'knock off' next to a brand name are enough to trigger it, even on genuine stock.
  • Never open a new account to get round it: that's circumventing systems, which makes things far worse.

What Google counts as counterfeit

Google's Google Ads counterfeit goods policy and its Merchant Center counterfeit products policy use the same definition: products with a trademark or logo that is identical to or substantially indistinguishable from another company's. The policy covers your ads and listings, and your website.

  • Describing products as 'knock off', 'replica', 'imitation', 'clone', 'faux', 'fake' or 'mirror image' when referring to a brand name.
  • Products that copy a brand's features to pass as the real thing, such as non-authentic items with brand labels or logos.
  • Merchant Center adds: don't use another brand's name, logo, images or colours in a way that could mislead, and don't misspell brand names.
No warning, and a high bar to come back

Google says counterfeit suspensions happen on detection and without prior warning, and that accounts are only reinstated in compelling circumstances. Treat your appeal as the one chance to make your case.

Why genuine shops get flagged

These are the common reasons shops selling genuine goods are caught. They come from Google's policy wording and from what Certanza's scanner looks for; Google doesn't publish exactly what triggered your suspension.

01

Imitation words next to a brand

'Replica', 'inspired by', 'dupe of' or 'look-alike' near a brand name reads as a fake, whatever you meant.

What can raise concerns"Chanel-inspired replica handbag"
What works"Quilted leather handbag" with no other brand named
02

Big brands at heavy discounts

Well-known brands at a fraction of their normal price is one of the clearest signals of counterfeit stock.

What can raise concernsDesigner trainers at 70% off with no explanation
What worksA clear reason, such as end-of-line, ex-display or second-hand, stated on the page
03

Brand logos on your own products

Supplier photos or designs showing another company's logo make your product look like it's passing as theirs.

What can raise concernsA phone case photo with a famous logo
What worksYour own photos, showing your own branding
04

Unclear reseller status

Selling a brand without saying how you get it leaves Google guessing.

What can raise concernsA shop full of one luxury brand and no explanation
What works"We're an authorised stockist of…" or a clear note that items are pre-owned
05

Brand names in your domain or titles

Using another company's brand in your web address or shop name suggests you're them, or selling copies.

What can raise concernsbestbrandname-outlet.co.uk
What worksYour own name, with the brand mentioned only to describe a genuine product
06

'Compatible with' products

Accessories for a brand are fine, but the wording has to make clear they're not made by that brand.

What can raise concerns"Apple charger" for a third-party charger
What works"Charger compatible with iPhone (not made by Apple)"
Check your site for these problemsThe free scan reads the key pages a Google reviewer typically checks and shows your score and the areas that need attention.

How to appeal if your products are genuine

  1. 1

    Gather your evidence first

    Invoices from authorised distributors or the brand, authorisation or reseller letters, and anything showing where your stock comes from. For pre-owned goods, how you source and check them.

  2. 2

    Fix your site and listings

    Remove imitation words, misleading brand logos and brand names you don't need. State your reseller status or that items are pre-owned. Google's best practice is to make an official relationship with a brand clear, and to add a disclaimer when you mention a brand you're not partnered with.

  3. 3

    Check every page, not just products

    Titles, descriptions, images, your domain, your About page and your ads. A free scan flags replica and counterfeit wording, 'dupes' of named brands, big brands at heavy discounts and brand names in your domain.

  4. 4

    Appeal with the evidence

    Explain clearly that your products are genuine and how you can show it. Keep it factual: Google reviews it against your live site, so the site has to agree with what you say. See appeal letter examples.

Don't start again with a new account

Opening a new Merchant Center or Google Ads account while suspended is circumventing systems, another egregious policy. See circumventing systems.

Your counterfeit checklist

0 of 7 doneTick each one off as you fix it.

Common questions

Sometimes, but Google says accounts are only reinstated in compelling circumstances. If your products are genuine, fix anything that looks like a fake and appeal with evidence such as invoices or reseller authorisation.

Usually because something on the site looks like a fake: imitation words near a brand, other brands' logos, big discounts on luxury brands, or an unclear source. Google doesn't say exactly what triggered it, so check all of these.

Products of your own design are fine. Describing them in relation to another brand, such as 'inspired by' or 'dupe of' a named brand, is risky and can read as counterfeit. Describe what the product is, without the other brand's name.

Genuine pre-owned items aren't counterfeit, but make the condition and how you check authenticity clear on every listing, so nobody mistakes them for discounted new stock.

Sources

Certanza is independent and not affiliated with Google. This guide is general information, not legal advice, and Google's policies can change.

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