- Google says it may review your listings, website, accounts and third-party sources, not just the pages you've checked.
- Google's misrepresentation policy covers less obvious things too, such as delivery times that hide longer processing delays, costs added at checkout and return terms with conditions not shown before purchase.
- Details that disagree with each other, between pages or between your site and Merchant Center, are some of the easiest problems to miss.
- Some issues get a warning at least 7 days before suspension. The most serious ones can lead to suspension without warning.
Why a site that looks fine can still be flagged
Looking fine to you isn't quite the test. Google says it may review information from your listings, your website, your accounts and third-party sources. A reviewer is effectively asking whether a stranger could trust what you promise: who you are, what things cost, when they'll arrive and what happens if something goes wrong.
That means small inconsistencies matter. A delivery time on a product page that differs from your shipping policy, a returns window that changes between your FAQ and your refund policy, or a business address that isn't the one in your Merchant Center account can each be enough to fail, even when every page exists.
In Merchant Center, go to Products, then Needs attention, and open the issue. It names the policy, and sometimes affected products. That tells you which part of Google's policy to focus on.
Easy-to-miss causes
Delivery times that don't add up
Google's policy gives the example of showing a delivery time prominently while hiding longer processing delays in less visible text. Check that product pages, your shipping policy, your FAQ and your checkout all give the same times.
Where you really ship from
Google lists hiding your actual shipping origin to imply local delivery as a problem. If items come from another country or a supplier's warehouse, say so clearly, with realistic delivery times.
Costs that appear at checkout
The total price should be clear, including taxes, fees and all delivery costs. Google also mentions return delivery costs when returns go to a different location.
Return terms with catches
Google's examples include restocking fees not shown before checkout and international return windows that start from the purchase date instead of the delivery date.
Business details that don't match
Your business name, address and contact details should match between your website, Merchant Center and any identity verification. Google's policy names false or virtual addresses and hidden locations as serious problems.
Claims you can't back up
Google's policy covers claims that suggest an improbable result is likely, such as miracle cures. Wellbeing or healing language is safer with a clear disclaimer and without medical promises.
Stock you can't fulfil
Listing items as available when you can't fulfil the order is an unavailable offer under Google's policy. Make sure stock settings update, and that the product data says the same as the page.
Badges and endorsements
Implying an affiliation you don't have counts as false affiliation or endorsement. Remove trust seals, official-looking logos or 'as seen in' badges you can't support.
How to check properly
- 1
Look at your site like a stranger
Open it on your phone, logged out, and try to answer: who runs this business, where is it, how do I contact them, what will this cost in total, when will it arrive, and how do I return it? Each answer should be easy to find and the same everywhere.
- 2
Go all the way to checkout
Add a product to the basket and go to the final step before payment. Check that the total, delivery cost and delivery time match what the product page and your policies say.
- 3
Compare every page that mentions a promise
Delivery times, return windows, prices and stock appear in several places. Put them side by side: product pages, shipping policy, refund policy, FAQ, footer and any banners.
- 4
Check Merchant Center against your site
Compare your business name, address and phone number, and spot-check a few products: price, availability and delivery settings should match the page exactly.
- 5
Fix everything, then request a review
Google says to fix the underlying issue, update your product data, then request a review. Account reviews typically take 7 business days but can take longer. If you're sure nothing breaks the policy, you can disagree instead, but Google says appeals must be thorough, accurate and honest.
Common questions
- Google Merchant Center: Misrepresentation policy
- Google Merchant Center: Request a review of your issues
- Google Merchant Center: Issues in Merchant Center
Certanza is independent and not affiliated with Google. This guide is general information, not legal advice, and Google's policies can change.