Google Ads and Merchant Center guide

Suspended for unacceptable business practices? What it means and what to do

It's one of the most serious reasons Google gives. Google treats it as egregious, so accounts are suspended as soon as it's detected, with no warning. Here's what the policy actually covers, how it differs between Google Ads and Merchant Center, and how to approach an appeal.

Guides · Updated 29 October 2026 · 7 min read

Nonewarning before suspension
6 monthsat least this long to appeal a Google Ads suspension
Up to 7business days for most Merchant Center reviews, Google says
1chance to disagree in Merchant Center may be all you get
The short version
  • Unacceptable business practices is part of Google's misrepresentation policy. It's about hiding or misrepresenting information about your business, products or services.
  • Google treats it as egregious: accounts are suspended on detection, with no warning period.
  • Google says accounts are only reinstated in compelling circumstances, such as a mistake. A new account won't help and is likely to be suspended too.
  • If you believe it's a mistake, make your business easy to verify before you appeal: who you are, where you are, and what customers can expect.

What the policy covers

Google Ads and Merchant Center both list unacceptable business practices as one part of their misrepresentation policy. In Google's words, it's about "hiding or misrepresenting info about your business, products or services". The examples Google gives differ between the two:

What Google listsWhere
Pretending to be backed by another brand, organisation or government bodyBoth
Impersonating brands or businesses, including phishing for personal or payment detailsBoth
Offering products or services you don't have, can't deliver or aren't licensed or qualified to offerBoth
Lying about services that could put people's health or safety at riskGoogle Ads
Pretending to be, or be connected to, a public figureGoogle Ads
A false identity, business name or contact detailsMerchant Center
Hiding your real business location, or showing a virtual address as your headquartersMerchant Center
Intentionally hiding where products are shipped fromMerchant Center
Refusing returns or refunds despite having a clear policyMerchant Center
Charging customers for products that are usually available for freeMerchant Center

Google says it may look at your ads or listings, your website, your accounts and third-party sources when it makes a decision, so it isn't only about one page.

Why it's treated so seriously

  • Google calls these violations egregious. The account is suspended as soon as they're detected, without a warning.
  • In Google Ads every ad stops. Google says you won't be allowed to advertise again. You can appeal, but Google says accounts are only reinstated in compelling circumstances, such as a mistake.
  • Related accounts may be suspended too, and Google says new accounts you create may also be suspended.
  • If a suspended Google Ads account is linked to your Merchant Center account, Google says the Ads suspension has to be fixed before Merchant Center can be reviewed. Unlinking it doesn't help.
Don't open a new account

Using Google's systems again through new accounts after a suspension is listed under the circumventing systems policy, which is also treated as egregious. Deal with the original suspension instead.

Website checks before you appeal

Google doesn't say which detail triggered a suspension, so the aim is to remove anything that could look like hidden or misleading information. Each point below says where it comes from: Google's policy text, or good practice that makes your business easier to verify.

01

Who you are

Google's Merchant Center policy lists a false identity, business name or contact details. Make sure the name on your site matches your Merchant Center settings and any verification documents.

What can raise concernsOne name in the logo, another on invoices, a third in Merchant Center.
What worksThe same trading name everywhere, with the legal name shown once.
02

Where you are

Merchant Center lists hiding your real location, or showing a virtual address as your headquarters.

What can raise concernsA virtual office address presented as your shop or warehouse.
What worksYour real business address, and an honest description of where you trade from.
03

Where orders ship from

Merchant Center lists intentionally hiding where products are shipped from.

What can raise concernsA UK-looking shop whose orders are posted from abroad, with no mention of it.
What worksA delivery page that says where orders ship from and how long they really take.
04

Refunds you actually give

Merchant Center lists refusing returns or refunds despite having a clear policy.

What can raise concernsA 30-day returns policy, but customers are told returns aren't possible.
What worksA policy that matches what you really do, applied every time.
05

Brands and endorsements

Both versions cover implying a connection you don't have. Google Ads suggests a disclaimer when you mention a brand you're not an official partner of.

What can raise concerns"Official stockist" or another brand's logo, with no agreement.
What worksYour own branding, and a short disclaimer where you mention other brands.
06

Licences and qualifications

Both Google Ads and Merchant Center list offering products or services without the licences or qualifications they require.

What can raise concernsA regulated service offered without the licence it needs.
What worksLicences and certifications held, kept up to date and shown where relevant.
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

  1. 1

    Read the notice

    In Google Ads, open the suspension notification. In Merchant Center, go to Products, then Needs attention, then View setup and policy issues. Note the exact policy named.

  2. 2

    Decide whether it's a mistake

    Google says accounts are only reinstated in compelling circumstances, such as a mistake. If something on your site really did mislead customers, fix it completely before you appeal.

  3. 3

    Make your business easy to verify

    Check that your website, your Merchant Center business details and any verification documents all say the same thing. Merchant Center may ask you to complete identity verification before you can request a review.

  4. 4

    Google Ads: appeal from the notification

    Select Contact us in the suspension notification. Explain your situation and include evidence, such as contracts, written agreements, credible news articles or public statements from the brand concerned. Google asks for a separate appeal for each suspended account.

  5. 5

    Merchant Center: request a review

    Choose "I disagree with the issue" or "I fixed the issue", then Request review. Google says you may only have one chance to disagree, and that a review usually takes up to 7 business days, though complex reviews can take longer.

  6. 6

    Don't flood Google with appeals

    Google may not process repeated appeals for the same Google Ads suspension. In Merchant Center, a cool-down can start if issues aren't resolved by the second review attempt.

Keep a record

Write down what you changed and when, with dated screenshots. It helps you write a clear, honest appeal, and stops you claiming a fix you haven't finished.

Your unacceptable business practices checklist

Tick these off as you go. Your progress is saved on this device.

0 of 10 doneTick each one off as you fix it.
What a checklist can't catchMany of these sit in your page code, structured data or settings Google reads but shoppers never see, so they're easy to miss by eye. Any one of them can be enough for a review to fail.
  • A business name in your page code (structured data) that differs from the name on the page
  • An old address or phone number still in your footer, policies or page code
  • Policy text copied from another business, still naming their company or email
  • Brand names or logos in product titles and images that suggest an official connection
  • Delivery times on product pages that contradict your delivery policy
  • Contact details that differ between pages
  • Template placeholders like [COMPANY NAME] left in policies
  • Star ratings or review counts in page code that don't match real reviews
  • Returns wording on one page that refuses returns your policy allows
  • Checkout or payment pages on a different, unrelated domain
The free scan runs checks like these on the key pages a Google reviewer typically checks, and shows your score and the areas that need attention.Scan my site free

Common questions

Sometimes. Google says accounts are only reinstated in compelling circumstances, such as a mistake. That's a high bar, so your appeal needs a clear explanation and evidence.

It's part of it. Google Ads and Merchant Center both list it as one section of the wider misrepresentation policy, alongside things like dishonest pricing and unreliable claims.

Usually not in detail. Google names the policy, and says it may have looked at your ads or listings, website, accounts and third-party sources. That's why it's worth checking how your whole business appears, not just one page.

No. Google says new accounts may be suspended too (in Merchant Center, "likely to be suspended"), and using new accounts after a suspension is listed under the circumventing systems policy.

For Google Ads, Google says at least 6 months from the date of suspension. For Merchant Center, Google doesn't publish an appeal deadline. Once requested, a review usually takes up to 7 business days, though complex reviews can take longer, and repeated unsuccessful reviews can lead to cool-down periods.

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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