- Find your message below: each one has what it means, the usual causes and what to do first.
- Some messages, such as unacceptable business practices and circumventing systems, are what Google calls egregious: suspension without warning.
- Most website-related messages come down to things a stranger can't verify or that don't add up between pages.
- Fix the cause everywhere before you request a review or appeal. Unsuccessful reviews can lead to cool-downs.
Find your message
- MisrepresentationMerchant Center
- Website needs improvementMerchant Center
- Insufficient contact informationMerchant Center
- Missing return and refund policyMerchant Center
- Unacceptable business practicesMerchant Center
- Abuse of the networkMerchant Center
- Review not approvedMerchant Center
- Circumventing systemsGoogle Ads
- Unacceptable business practicesGoogle Ads
- MisrepresentationGoogle Ads
- CounterfeitGoogle Ads
- Malicious softwareGoogle Ads
- Suspicious payment activityGoogle Ads
- Unpaid balanceGoogle Ads
- Unauthorized account activityGoogle Ads
Wording can vary slightly between the email, the notice in your account and different languages, so search for the key word, such as misrepresentation, contact or payment.
Merchant Center messages
Misrepresentation
Often shown as "Account suspended due to policy violation: Misrepresentation"What it means. Google thinks shoppers could be misled about your business, your products or your terms. Its policy has six parts. The most serious can lead to suspension without warning; for others Google gives at least 7 days' warning first.
Usual causes
- Business name, address or contact details missing, or different from your Merchant Center account
- Delivery times, return windows or prices that contradict each other between pages
- Costs added at checkout that weren't clear before
- Claims you can't back up, or badges and endorsements you don't have
- Where you ship from not made clear
Do this first
- Open the issue under Products, then Needs attention, to see the exact policy
- Fix it across your whole site and your product data, not just one page
- Request a review. Google says account reviews typically take 7 business days
Website needs improvement
Also seen as "Website or online store needs improvement"What it means. Google checked whether your online store is fully working and found gaps. Its help page for this issue looks at required business information, placeholder content and broken links.
Usual causes
- No contact page, About page, return policy or delivery information
- Template text or default images left in, such as "Lorem Ipsum" or "Add customer reviews here"
- Links that show an error, send people to the homepage instead, or point to the wrong social media profile
Do this first
- Add or complete the missing contact and policy pages
- Replace every placeholder with real content and test every link
- Request a review once the changes are live. Google says its crawl usually finishes within 24 to 48 hours
Insufficient contact information
What it means. Shoppers can't easily see who you are or how to reach you. Google's guidance says your business name, physical address, phone number and email should be visible on your site and match your Merchant Center settings.
Usual causes
- Only a contact form, with no email, phone or address
- Contact details that differ from the ones in Merchant Center
- Details hidden in an image or a single hard-to-find page
Do this first
- Show your business name, address, phone and email clearly, for example in the footer and on a Contact page
- Make them match Merchant Center exactly
- A contact form or social links can sit alongside them, not replace them
Missing return and refund policy
What it means. Google couldn't find a clear returns and refunds policy. Google's guidance says it should explain how returns and refunds work, including requirements and timelines, and if you don't accept returns, your site should say so clearly.
Usual causes
- No returns page, or one that isn't linked from the site
- A policy with no time limit or no explanation of how to return
- Different return windows on different pages
Do this first
- Publish a returns and refund policy with the window, how to start a return and who pays for return postage
- Link it from your footer and product pages
- Use the same wording everywhere it's mentioned
Unacceptable business practices
What it means. This is the most serious part of Google's misrepresentation policy. Google says accounts are suspended on detection without warning, and reinstatement only happens in compelling circumstances.
Usual causes
- A business name, identity or contact details that aren't genuine
- Hiding your real location, headquarters or where orders ship from
- Impersonating another brand, or implying an affiliation you don't have
- Refusing refunds your own policy allows, or not delivering paid orders
Do this first
- Don't open a new account: Google treats that as getting round the suspension
- Make sure every detail about who you are and where you trade is true and consistent
- Appeal only when you can explain clearly and honestly why it's wrong or what you've changed
Abuse of the network
What it means. Google thinks you've tried to trick or get round its product review. The circumventing systems part of this policy is treated as egregious: Google says accounts are suspended on detection, without prior warning.
Usual causes
- Opening a new account to get back into Shopping after a suspension
- Re-listing disapproved products with small changes to get past checks
- Spreading products that break the rules across several accounts
- Blocking Google's crawler from your landing pages
Do this first
- Stop using any extra accounts or workarounds
- Check your site doesn't show Google something different from shoppers
- Fix the original issue, then request a review from the original account
Review not approved
What it means. Google looked again and the issue is still there as far as it's concerned. If issues aren't resolved by the second review attempt, Google says a one-week cool-down may begin, and it can get longer after each unsuccessful review.
Usual causes
- The fix was made on one page but the same problem remains elsewhere
- Product data wasn't updated to match the site before the review
- The real cause was something different from what was fixed
Do this first
- Don't request again straight away. Re-read the issue details
- Check your whole site and product data, not just the page you changed
- Request one well-prepared review when you're confident
Google Ads policy suspensions
Google lists ten egregious Google Ads policies, including circumventing systems, unacceptable business practices, counterfeit and malicious software. For these, it says suspension is immediate and you won't be allowed to advertise again unless an appeal succeeds.
Circumventing systems
What it means. Google thinks you've tried to get round its policies or review. It's on Google's list of egregious violations, which it says lead to immediate suspension without warning.
Usual causes
- Opening new accounts after a suspension: Google says any new accounts may also be suspended
- Showing Google's reviewers different content from what visitors see
- Redirects or landing pages that change after an ad is approved
Do this first
- Stop creating or using other accounts
- Check redirects, tracking links and any country or device-based content on your site
- Appeal from the suspended account using Contact Us in the notification
Unacceptable business practices
What it means. Google thinks your business, products or services are hidden or misrepresented. It's an egregious violation, so suspension is immediate and Google says you won't be allowed to advertise again unless an appeal succeeds.
Usual causes
- Unclear or untrue information about who runs the business
- Offering products or services you can't deliver
- Implying support from a brand or government you don't have
Do this first
- Make your business identity clear and consistent on your site and in your account
- Remove any claims or offers you can't stand behind
- Appeal with specific, honest detail about what you've changed
Misrepresentation
May name a part of the policy, such as "Misleading representation" or "Dishonest pricing practices"What it means. Google thinks people could be misled by your ads or where they lead. The policy has ten parts, including misleading representation, dishonest pricing, clickbait, misleading ad design and unavailable offers. Two parts are egregious; for repeat violations of other policies Google gives at least 7 days' warning before suspension.
Usual causes
- An offer, price or claim in the ad that isn't on the landing page
- Costs or subscription terms that aren't clear before people commit
- A business name in the ads that doesn't match the business
Do this first
- Check every ad against the page it leads to
- Make the full cost and your business details clear on the site
- Appeal once, explaining exactly what you've fixed
Counterfeit
What it means. Google thinks you're advertising goods that copy another brand's trademark or logo to look like the genuine product. It's one of Google's egregious policies.
Usual causes
- Replicas or "inspired by" products using a brand's name or logo
- Product photos or titles that suggest a brand you aren't authorised to sell
Do this first
- Remove any products that copy a brand's trademark or logo
- Make sure product titles and images don't suggest a brand you don't sell
- Appeal only if you can show the goods are genuine
Malicious software
What it means. Google found, or suspects, harmful software on your site or in something you advertise. It's an egregious policy. This often happens when a site has been hacked without the owner knowing.
Usual causes
- A hacked website: injected scripts, spam pages or hidden redirects
- Out-of-date plugins, themes or apps
- Downloads that bundle unwanted software
Do this first
- Check Search Console's Security issues report for your site
- Clean the site, update everything and change passwords
- Appeal once the site is confirmed clean
Google Ads billing and account suspensions
Not every suspension is about your website. Google also suspends accounts for billing and account security reasons, including promotional code abuse, requesting a chargeback and age requirements, alongside the ones below.
Suspicious payment activity
What it means. A billing suspension: Google's systems flagged the payments on the account. Google says billing suspensions may require payment method verification before you can appeal.
Usual causes
- Google doesn't publish the exact triggers for this one
- Worth checking: the payment method and billing details belong to your business and match the account
Do this first
- Don't open a new account to get round it
- Complete payment verification if Google asks for it
- Appeal using Contact Us in the notification at the top of your account
Unpaid balance
What it means. Google couldn't collect payment for ad costs already owed.
Usual causes
- An expired or declined card
- A failed bank payment
Do this first
- Check Billing in your account for the amount owed
- Update the payment method and pay the balance
- Contact Google if the account doesn't return to normal
Unauthorized account activity
What it means. Google thinks someone may have accessed the account without permission, so it suspended the account to protect it.
Usual causes
- A compromised Google account password
- An unknown user or payment method added to the account
Do this first
- Secure the Google account: change the password and turn on 2-step verification
- Check users and payment methods in the account
- Follow the steps in the notification to restore access
Before you request a review or appeal
- 1
Read the full notice
In Merchant Center, open the issue under Products, then Needs attention. In Google Ads, the email lists every policy you were suspended for, and the notice at the top of the account has the appeal link.
- 2
Fix the cause everywhere
Most failed reviews happen because one page was fixed and the same problem stayed somewhere else, or the product data still disagrees with the site.
- 3
Check what a reviewer sees
Run the free Certanza scan to see your score and the areas a reviewer is likely to flag, then fix them before you ask Google to look again.
- 4
Ask once, with specifics
Google says accounts are only reinstated in compelling circumstances, so appeals should be thorough, accurate and honest. Submit one appeal at a time, for each suspended account.
Common questions
- Google Merchant Center: Misrepresentation policy
- Google Merchant Center: How to fix: Check if your online store is fully functional
- Google Merchant Center: Suspended accounts (Shopify app)
- Google Merchant Center: Abuse of the network
- Google Merchant Center: Request a review of your issues
- Google Ads: Account suspensions overview
- Google Ads: Misrepresentation policy
- Google Ads: Egregious violations and suspended accounts
Certanza is independent and not affiliated with Google. This guide is general information, not legal advice, and Google's policies can change.