Editorial and participation criteria guidelines for merchant loyalty programme

While activating your loyalty programme in Merchant Center, ensure that the programme meets the editorial and participation criteria guidelines.

Editorial guidelines

Guidelines for programme details

Programme name

A limit of 25 characters
Must match the name of your programme on your website
Start with capital letter
Use correct grammar and spelling
Use proper spacing
Use appropriate punctuation and symbols
Use proper capitalisation
Don't use offensive language
Trademark symbol (™) is supported

Programme label

Use the programme label to specify the loyalty programme label for product feed or Content API.

A limit of 25 characters
To separate two words, use '_'
List of characters not supported: space
Supported delimiter: '_'

Programme description

A limit of 39 characters
Start with capital letter
Highlight the most attractive perk applying to all your loyalty tiers (mandatory)
Use correct grammar and spelling
Use proper spacing
Use appropriate punctuation and symbols
Use proper capitalisation
Don't use offensive language

Programme URL

Your landing page must display all the details of your loyalty programme
You can include URL parameters for the purpose of tracking traffic
Make sure that your landing page is live
Use a landing page, not a file or email
Only link to the domain from your Merchant Center account
Include an easy-to-find CTA for shoppers to join your programme

Number of tiers

The number of tiers submitted in Merchant Center should match the number of tiers on your website

Guidelines for tier benefits

Tier name

A limit of 25 characters
Must match the name of your programme tier on your website
Start with capital letter
Use correct grammar and spelling
Use proper spacing
Use appropriate punctuation and symbols
Use proper capitalisation
Don't use offensive language

Tier label

Limit to 25 characters
Use correct grammar and spelling
Use '_' for spacing
Use appropriate punctuation and symbols
Use proper capitalisation
Don't use offensive language

Tier URL

This is an optional field
Landing page should display details of your loyalty programme
Make sure that your landing page is live
Use a landing page and not a file or email
Only link to the domain from your Merchant Center account

Tier requirement

Make sure that the joining criteria matches the information on your website

Tier benefits

For each tier, you may select multiple benefits
Each tier benefit should match the information on your website

Participation criteria guidelines

Google supports merchant loyalty programmes that provide members with perks based on membership tier. The perks should be available regardless of purchase location such as web, app or in store.

How it works

After you've activated your loyalty programme in Merchant Center, the submission goes through the following sequence.

Action	Status in Merchant Center
Initiation of 'Getting started'	Get started
'Submit for review'	Under review
Rejected by reviewers	Rejected
Approved by reviewers	Active

Google takes up to 48 hours to review your loyalty programme, its associated tiers and associated benefits before surfacing them across Google properties.

Note: Submit all information on points accrual, member price or member delivery through the loyalty programme [loyalty_program] attribute. Learn more about loyalty programme [loyalty_program].

Approval process

Policy review: After you've submitted details on the loyalty programme and its benefits, Google reviews them during business hours to check if they follow editorial requirements.

Note: You'll receive an email if the submission doesn't meet our guidelines. Review the email and our editorial requirements, then edit and resubmit the details. If you're unsure about the reason for rejection, you can contact the support team.

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