Editorial & 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 to 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.


Spelling and grammar


Promotions that do not use commonly accepted spelling and grammar
  • Examples: "Flowers here buy" or "Buy flwres here"
Punctuation, symbols, capitalization, 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.

What you can do

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

  1. Read the policy 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 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 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.
  2. Change your website. If your ad leads to content that violates this 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 are 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 3 business days, but some can take longer if they need 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 users, Google requires that advertisers comply with all applicable laws and regulations in addition to Shopping ads policies. It is important that you familiarize yourself with and keep up to date on these requirements for the place where your business operates, as well as any other places Shopping ads 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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