Use the Black-owned business [Black-owned business] identity attribute in Merchant Center to tell customers about the identity of your business on the Shopping tab.
Self-identification is optional and is currently only available to retailers based in the United States.
How it works
If you select the Black-owned business [Black-owned business] attribute, users will see a small icon signifying that your business identifies as Black-owned on your product description pages (PDP) on the Shopping tab.
In addition, if you opt in to 'include my business in promotions for Black-owned businesses', your business and products may also be featured on Google pages featuring Black-owned businesses.
Sign in to your Merchant Center account.
Click the Tools and settings menu in the top right-hand corner of Merchant Center.
Navigate to the 'Business information' page.
On the 'About your business' tab, scroll down to the 'Business identity attributes' section.
Click the toggle button next to 'Identifies as Black-owned' to turn it on or off.
In addition, tick the box next to 'Include my business in promotions for Black-owned businesses' if you would like for your business and products to potentially appear on pages featuring Black-owned businesses.
You can toggle your business identity attributes, and opt in and out of promotions involving a business identity attribute, at any time. Bear in mind that it can take some time for any changes that you make to be reflected on your product description pages on the Shopping tab.
Troubleshooting and availability
Only US-based retailers who have a Merchant Center account with a business country (you can confirm if your account has this by navigating to 'Business information' and ticking the 'Business country' field) are currently able to use this feature. The feature will become available to all US-based retailers in coming months.
To get help with adding a business country in your account settings:
Open the Merchant Center contact form.
In the 'Tell us what you need help with' field, write 'Change business country to US'.
In the 'Confirm issue' section, select 'Other'.
Scroll down and click Next step.
Choose your contact option and fill in your details.
Google does not tolerate abuse or harassment of our retailer partners. If we detect that a retailer who has identified as Black-owned is receiving harassing user reviews or other mistreatment through Google's platform as a result of their self-identification, our abuse teams will swiftly address the issue.
You can report negative or abusive reviews that you believe you've received as a result of identifying your business as Black-owned. Google will investigate each report and strive to take appropriate action.
To report a shop or product review, click the 3-dot menu in the top right-hand corner of the review, and then click Report. Fill in the report and submit it.
Use of data
Business identity attribute data will only be used for the purposes described in this article.