Google Pay Customer Match policy

This policy applies to advertisers who create customer targeting lists for campaigns on Google Pay in India.

Collect customer data safely

When you use Customer Match, you can only upload customer information that you collect directly from the customer. This information may come from your websites, apps, physical stores, or from situations where customers share their information directly with you.


  • You collected information from a customer who had purchased an item from your website.
  • You collected information from a customer who registered to receive marketing messages through your apps.
  • You collected information from a customer who signed up for your loyalty program in your physical store.

You must:

  • Ensure that your privacy policy discloses that you share customer data with third parties so that they can perform services on your behalf.

  • Ensure that you get consent to share customer data where required by law, or any applicable Google policies that govern personalized ads or user consent. This includes Google’s EU user consent policy.

  • Only use Google’s approved interface when you upload customer data.

  • Comply with all legal requirements. This includes any self-regulatory or industry codes that apply.

Additional requirements

You are prohibited from:

  • Uploading information for any customer under the age of 13.

  • Uploading information collected from any site or app that is directed to children under the age of 13.

  • Creating voucher content with sensitive or personally identifiable information about your customers.

  • Using a customer list that targets a specific audience. For example, you cannot combine a customer list with targeting criteria like geographic limitations if it results in a voucher that’s targeted to a small number of users.

  • Running any vouchers or offers that are prohibited by the Google Pay Policies for Businesses.

What happens if you violate our policies

Compliance review: We may review your business for compliance with the Customer Match policy at any time. If we contact you to request information related to compliance, you're required to respond in a timely manner and immediately take any corrective action needed to comply with our policies.

Notification of non-compliance: If we believe that you violated Customer Match policy, we'll contact you to request corrective action. If you fail to make the requested corrections, you may be denied the ability to use Customer Match, or your access to your Google Pay Merchant account may be suspended. You can contact us if you want to appeal your Customer Match policy violation. In cases of serious or repeated violations, your account may be suspended immediately and without notification.

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