The short version
- Google asks for a clear, easy-to-find returns policy, and its reviewers check that customers could follow it.
- In the UK and EU, online shoppers have 14 days to cancel most orders. A shorter window misstates their rights.
- In Australia and New Zealand, 'no refunds' wording is unlawful even for sale items: faulty goods are always covered.
- In the US there's no national right to cancel online orders, but Google still expects your policy to be clear.
What the checker looks for
| Check | Why it matters |
|---|---|
| A return window in days | Google's reviewers look for a clear time limit, and Merchant Center's return settings ask for one. |
| A window shorter than the law allows | In the UK, Ireland and the EU, a window under 14 days for online orders misstates customers' rights. |
| 'No refunds' wording that goes too far | Blanket refusals misstate consumer rights in the UK, EU, Australia and New Zealand, which Google can treat as misleading. |
| Refusing returns on made-to-order items | In the UK and EU the right to cancel only falls away for genuinely personalised items, not standard designs printed to order. |
| Item condition, return postage and how to start a return | The details Google's return settings ask for, and what customers argue about most. |
| How long the refund takes and how it's paid | Good practice that reviewers and customers look for. |
| Statutory rights and template text | A line on statutory rights builds trust; leftover placeholders like [Your company] look unfinished. |
| The EU withdrawal function | Since 19 June 2026, shops selling online to EU consumers must offer a clearly labelled way to cancel online. |
The same rules as a full scan
The checker uses the same refund rules as Certanza's free website scan, which also checks the rest of your site: contact details, delivery, prices and claims. It reads policies written in English.
Returns rules by country
A short guide to the rules the checker applies. It's general information, not legal advice, and your obligations can depend on what you sell.
| Where | Right to cancel online orders | Worth knowing |
|---|---|---|
| United Kingdom | 14 days, under the Consumer Contracts Regulations | Exceptions include personalised and perishable items, and sealed hygiene items once opened. Faulty goods are covered separately. |
| Ireland and the EU | 14 days, under EU consumer law | Since 19 June 2026, an online withdrawal function is required under Directive (EU) 2023/2673. |
| Isle of Man, Jersey and Guernsey | Most shops follow the UK's 14-day standard, especially when selling to UK customers | Check the local rules for where you trade. |
| United States | No national right to cancel online orders: the FTC's Cooling-Off Rule doesn't cover online sales | Google still expects a clear returns policy. State laws can add requirements. |
| Australia | No right to a refund for change of mind | Faulty goods are covered by the consumer guarantees, so 'no refunds' signs are unlawful, even on sale items. |
| New Zealand | No right to a refund for change of mind | The Consumer Guarantees Act covers faulty goods, so blanket 'no refunds' wording misstates customers' rights. |
| Canada | No general national right to cancel online orders | Rules vary by province. Google still expects a clear policy. |
What Google asks for in a returns policy
Google asks for clear and conspicuous refund and return information on your website. When you add a return policy in Merchant Center, its settings ask for:
- Your returns policy page's web address, and the countries it covers
- Whether you accept returns, and of what (all items or only faulty ones), and whether you offer exchanges
- The condition items must be in, and the return window in days
- How customers return items (by post, in store or at a drop-off point), and any restocking fee
- How long the refund takes
Make your website say the same as your Merchant Center settings: Google compares them. For the whole picture, see our guide to getting approved first time.
Common questions
Sources
- Google Merchant Center: Set up your return policies for Shopping ads and free listings
- UK: The Consumer Contracts Regulations 2013, Part 3
- European Consumer Centre: 14 days to withdraw
- EU: Directive (EU) 2023/2673 (online withdrawal function)
- US Federal Trade Commission: The Cooling-Off Rule
- ACCC: action against misleading 'no refunds' signs
Certanza is independent and not affiliated with Google. This page is general information, not legal advice, and Google's policies can change.