Editorial and professional requirements

Our policy

In order to provide a quality user experience, Google requires that all Shopping ads meet high professional and editorial standards. We only allow promotions that are clear and professional in appearance. These ads should lead users to products and landing pages that are relevant, useful and easy to interact with.

Technical requirements

The products feed specification defines the structure and format for providing data about your products so that attractive and professional ads can be created. Your promotions will need to comply with the feed specification in order to appear in Shopping ads, so make sure that you review the attributes and their requirements carefully.

Examples of what's not allowed

Content that is unnecessarily difficult or frustrating to navigate
  • Examples: Websites with pop-ups or interstitial ads that interfere with the user’s ability to see the content requested; sites that disable or interfere with the browser’s back button; websites that don’t load quickly on most popular browsers and devices, are under construction, not functioning, require download of an additional application to view the landing page (aside from common browser plug-ins) or lead to a file, email address or error messages. For specific guidelines on how to comply with this policy, refer to the 'link' attributes in the feed specification.

  Website that is not fully functional

  • Examples: Links for 'contact us' information, social media business profiles, blogs, etc. on landing pages that don't work and/or lead to an unrelated page. Make sure that all links on the website are working and point to relevant pages.

Website that has incomplete or difficult-to-understand business information

  • Examples: Contact information, delivery information or a frequently asked questions section on the website is incomplete or unclear for customers to action. Make sure that business information on your website is complete and easy to understand.
Spelling and grammar
Promotions that do not use commonly accepted spelling and grammar
  • Examples: "Flowers here buy" or "Buy flwres here"
Punctuation, symbols, capitalisation, spacing or repetition that are not used correctly or for their intended purpose
  • Examples: Excessive or gimmicky use of numbers, letters, symbols, punctuation, emoticons, emoji, repetition or spacing, including: f1owers, fllllowers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, FLOWERS, FlOwErS, F.L.O.W.E.R.S, flowers-flowers-flowers!, f l o w e r s, buyflowershere. For specific guidelines on how to comply with this policy, refer to the 'title' and 'description' attributes in the feed specification.
Unclear relevance
Promotions that are not relevant to the landing page
  • Examples: Product title or description that is not relevant to the product promoted, generic landing pages or different product landing pages. For specific guidelines on how to comply with this policy, refer to the 'title' and 'description' attributes in the feed specification.
Style requirements
Promotions that do not use the features of the Shopping ad for their intended purpose
  • Examples: Listings that use the title field as an additional description field; listings that display irrelevant or obtrusive information in images. For specific guidelines on how to comply with this policy, refer to the 'title' and 'description' attributes in the feed specification.
 Website that is using generic placeholders or templated content
  • Examples: Generic text on the website that says, 'Add customer reviews and testimonials here' or an empty box that says, 'lorem ipsum'. Make sure that text and images on the website are tailored to your business.
Domain safety
Retailer landing pages or associated site domains that Google deems unsafe
  • Examples: Domain page deemed unsafe as a result of hacking or other activity causing the site to become compromised. If Google detects suspicious signals, it may block users from visiting your site from some browsers and from Google Search. Learn how to resolve this issue in the unsafe website domain troubleshooter.
Product details

Website that has inaccurate, missing or duplicate product details

  • Examples: Product descriptions and specifications that are unrelated to the product image or listing. The same product details being used for multiple products without differentiation. Make sure that the product details on the website are accurate and unique for each product.

What you can do

Here's more about what you can do if your item is disapproved or if your Merchant Center account is warned or suspended:

Next steps
  1. Read the policies above to learn what we don't allow. Here are some examples:
    • Destination URL down: Make sure that none of your landing pages fail to load or are under construction. Here are some things to check:
      • Landing page should load properly: Your item shouldn't lead to a website that's under construction, or a site that links to an error page that displays a status code beginning with a 4 or a 5 (such as a 405 error). If your landing page is not working, change your product status to 'out of stock' using the availability [availability] attribute. Or, link your item to a different part of your site that works. Learn more about best practices for landing page maintenance and planned outages
        • Even if your landing page loads successfully for you, it might not be loading properly in other circumstances, such as other web browsers and apps, or by our systems. Your landing page must work properly for all locations, regardless of where you're targeting your item. Check your landing page on various browsers and devices to make sure that it always links to a working website.
    • Login required: Make sure that users don't need a password or additional program to view products on your site.
    • Parked domain: Make sure that your site provides users with unique and valuable content on the landing page domain, and isn't parked displaying only ads and links.
      • If your registration has expired, please renew it in order to start advertising the site again.
      • If your site has experienced a temporary disruption in service, make sure that your site is properly running again.
      • Make sure that your website provides users with unique, valuable content and isn't full of advertising listings and links.
    • Checkout incomplete: Make sure that users are able to complete the full checkout process on your site using any provided payment methods, without errors, including quick confirmation of the purchase after completing the checkout process.
    • Interstitial ads: Don't present unexpected pages, ads or sponsored offers to users navigating your site.
      • Make sure that your ads, as well as any ads that might be on your site, are clearly distinguishable as ads. Ads shouldn't try to look like software download buttons, official system warnings or webpage features – like menus, search results or other site content.
      • After reaching your site, users must be able to return to the previous page (where they found and clicked your ad) by clicking their browser's back button once.
    • Website needs improvement: Make sure that your website is fully functional, has content specific to your business and the information available is easy to understand and complete. 
      • Your website shouldn't have broken links, templated content and placeholders of text or images.
  2. Change your website. If your ad leads to content that violates a policy, fix the site to make it comply.
  3. Request a review of your account.
    • If your account is still within the warning period, it will automatically be reviewed again at the end of the warning period. Once the violating items have been removed, you don't need to request an account review or take any additional action.
    • If your account is suspended, you'll need to request an account review.

Most accounts are reviewed within three business days, but some can take longer if they require a more complex review. If we find that you've removed the violating items from your product data, we'll remove the warning, or, in the case of account suspension, we'll approve your account to start running.

To ensure a safe and positive experience for customers, Google requires that retailers comply with all applicable laws and regulations in addition to Shopping ads policies. It is important that you familiarise yourself with and keep up to date on these requirements for the place where your business operates, as well as any other places where Shopping ads and free listings are shown. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, we may ban you from promoting Shopping ads content with us.

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