The short version
- A disapproval affects one product. A suspension affects the whole account.
- Google gives a warning period for most issues, but not for the most serious ones.
- Merchant Center asks you to request a review. Google Ads calls it an appeal.
- Most website problems come down to policy pages, matching business details (NAP) and prices that agree everywhere.
Suspensions and policies
| Term | What it means |
|---|---|
| Account suspension | Google stops every product in a Merchant Center account, or every ad in a Google Ads account, from showing until the problem is fixed and a review succeeds. See Merchant Center suspended and Google Ads suspended. |
| Warning period | Time Google gives you to fix an issue before it suspends the account. For most website policy issues it's at least 7 days. Google's help pages describe 28 days for some product data quality problems. The most serious violations get no warning. |
| Egregious violation | A policy breach Google treats as so serious it suspends without warning, such as unacceptable business practices or circumventing systems. See suspension messages decoded. |
| Misrepresentation | Google's policy against hiding or misstating information shoppers need to decide whether to buy: who you are, what things cost, delivery and returns terms, and whether claims are true. See Merchant Center misrepresentation. |
| Unacceptable business practices | A Google Ads policy covering scams and deceptive businesses, including hiding who runs the business or impersonating others. See unacceptable business practices. |
| Circumventing systems | Trying to get round Google's reviews or a past suspension, for example opening a new account after a suspension or showing Google different content from shoppers. See circumventing systems. |
| Linked account suspension | A suspension because an account is connected to another suspended account, for example through shared users, payment details or a website. |
| Website needs improvement | A Merchant Center account issue meaning Google found your site incomplete or hard to trust: missing policies, placeholder text, a checkout that doesn't work. See website needs improvement. |
Reviews, appeals and verification
| Term | What it means |
|---|---|
| Request review | Asking Google to look again after you've fixed an issue. In Merchant Center you choose whether you fixed it or disagree with it. See review rejected. |
| Appeal | The Google Ads word for asking Google to reverse a suspension. Your appeal should explain what you fixed. See appeal letter examples. |
| Website check | A quicker review of individual disapproved products after you fix them. Google says it can take up to 12 hours. See product disapprovals. |
| Cool-down | A waiting period before you can request another review, which Google can add after unsuccessful requests. It can get longer each time, so fix everything before you ask. |
| Advertiser verification | Google Ads' check that you are who you say you are, usually with ID or business documents. Ads can stop if it isn't completed in time. |
| Business identity verification | Merchant Center's check of your business details. It needs your name, address and phone number to match what your website and documents show. |
Products and product data
| Term | What it means |
|---|---|
| Product disapproval | Google stops one product showing because of a problem with it, such as a price that doesn't match your page. See product disapprovals. |
| Product data (feed) | The list of products, prices, stock and details you send to Merchant Center, by file, app or automatic import from your shop. |
| Needs attention | The tab in Merchant Center's Products section that lists every issue and the products it affects. |
| GTIN | A product's barcode number (such as an EAN or UPC). Google uses it to match products to searches. Handmade and one-of-a-kind items without one can be marked as having none. |
| MPN | Manufacturer part number. Used with the brand when a product has no barcode. |
| Identifier exists | A product data setting that tells Google a product has no barcode or part number, for custom, handmade or vintage items. |
| Price mismatch | When the price in your product data differs from the price on your product page. Google says repeated mismatches can lead to a suspension. |
| Automatic item updates | A Merchant Center setting that lets Google update prices and stock from your website when they don't match your product data. |
| Preemptive item disapproval | Google disapproving items in advance because it has found repeated price or availability mismatches. |
| Free listings | Products shown on Google Shopping for free, from the same Merchant Center data as Shopping ads. |
| Shopping ads | Paid product ads with an image and price, run from Google Ads using your Merchant Center product data. |
| Merchant Center Next | Google's newer version of Merchant Center. Some issues have new names in it, such as "Product page unavailable" for what used to be "Unavailable landing page". |
Your website
| Term | What it means |
|---|---|
| Landing page | The page someone arrives on after clicking your ad or listing. For a product, it's that product's page. |
| Destination requirements | Google's rules that the page an ad sends people to must work, load properly and match the ad. |
| Policy pages | Your returns or refund policy, delivery or shipping policy, privacy policy and terms. Google's reviewers look for them, linked from every page. |
| NAP | Name, address and phone number. Google expects your business's NAP to be the same on your website and in your Merchant Center and Google Ads accounts. |
| Structured data | Hidden code on a page (often called schema or JSON-LD) that describes the product, its price and stock for search engines. Google compares it with what shoppers see. |
| Placeholder content | Template or unfinished text left on a site, such as "Lorem ipsum" or "[Your company name]". Google treats it as a sign the site isn't ready. |
| Website claiming | Proving in Merchant Center that you own your website, so your account can sell from it. Only one account can claim a website. |
| Cooling-off period | In the UK and EU, the legal right for online shoppers to cancel most orders within 14 days. Returns policies that say otherwise can be treated as misleading. |
Common questions
Sources
- Google Merchant Center: Misrepresentation policy
- Google Merchant Center: Request a review of your issues
- Google Merchant Center: Linked account suspensions
- Google Merchant Center: How to fix: Missing or incorrect GTIN
- Google Ads: Account suspensions overview
Certanza is independent and not affiliated with Google. This guide is general information, not legal advice, and Google's policies can change.