Merchant Center Policy: What Gets Products Banned

Merchant Center policy is where new eCommerce accounts most commonly fail. Google’s policy stack is not a single list of “don’ts” but a complex 4-tier framework (Prohibited, Restricted, Additional Requirements, Editorial), each containing dozens of sub-policies that change depending on your region.

For UK-based retailers, the complexity is doubled. On top of Google’s global standards, you must contend with UK-specific layers including MHRA guidelines for medical products, FCA regulations for financial services, and the CAP Code (Committee of Advertising Practice) for editorial claims. This article provides a definitive breakdown of the full policy framework, the categories requiring additional verification, the exact suspension appeals process, and the internal policy audit workflow we run on every new client account at our eCommerce PPC agency before launching campaigns.

Why policy compliance matters (product-level enforcement)

The first thing to understand about Merchant Center is that policy enforcement is granular. It runs at the product level first, which can lead to a false sense of security. A single prohibited product or a title violation doesn’t usually kill an account; it simply results in a “Disapproved” status for that specific SKU.

However, the danger lies in pattern recognition. Google’s automated systems track the ratio of approved to disapproved products and the frequency of violations. When product-level disapprovals accumulate - typically 10 or more in a short window, or a pattern of the same violation across an entire category - Google escalates the issue.

Our first-party data shows that the average eCommerce account we audit has 8-15 latent policy issues. These are “ticking time bombs” - items that might be serving now but will eventually trigger a manual or automated review. Fixing these before campaigns go live is the single highest-leverage compliance work you can do.

The 4 policy tiers explained

To navigate Merchant Center successfully, you must stop thinking of policies as a flat list and start seeing them as a hierarchical stack. We categorise these into a 4-tier framework that dictates how Google treats your products.

Most retailers we work with rarely hit the “Prohibited” tier. The real friction happens in the middle two tiers - Restricted and Additional Requirements. This is where products are “allowed but…”. The “but” might be a requirement for a specific license, a targeting restriction, or a third-party certification like LegitScript.

Editorial policy, while appearing less severe, is actually the most common cause of wasted time. A title with too many exclamation marks or a low-resolution image won’t get you banned, but it will prevent your best-sellers from appearing in the auction during peak shopping periods.

Prohibited products (never allowed)

Prohibited products are the “hard no” of Google Shopping. No amount of verification or regional tweaking will allow these items to serve.

• Counterfeit Goods: This is Google’s most aggressively enforced policy. It doesn’t just cover “fake” handbags; it covers any product that uses a trademarked logo or brand name in a way that suggests authorization that doesn’t exist. If you are a reseller, you must be able to prove your supply chain on demand.
• Dangerous Products: Beyond the obvious (explosives, illegal drugs), this covers anything designed to cause damage, harm, or injury. It also includes instructional content on how to create these items.
• Sensitive Events: Google prohibits products that seek to profit from or exploit sensitive events with significant social, cultural, or political impact, such as civil emergencies, natural disasters, or public health emergencies (as seen during the COVID-19 pandemic).
• Unfair Business Practices: This includes products that enable dishonest behaviour, such as hacking software, fake documents, or academic cheating services.

Violations in this category are often treated as “egregious.” Unlike an editorial violation where you get a warning, an egregious violation (like selling counterfeit goods) can lead to an immediate, permanent account suspension with no path to appeal.

Restricted categories (allowed with conditions)

Restricted categories are the grey area of the Merchant Center. These products can be sold, but only if they meet specific criteria regarding where they are shown and to whom.

4.1 Alcohol

Alcohol is permitted on Google Shopping in the UK, provided you follow two main rules. First, you must include age-verification attributes in your feed. Second, your landing page must have a functional “age-gate” that requires users to confirm they are 18+ (in the UK) before viewing the products.

Note that targeting is restricted. Alcohol ads will not show to users who are not signed into a Google account or who are known to be under the legal drinking age. In some countries (like Saudi Arabia), alcohol is prohibited entirely, so your feed must be configured to exclude these regions.

4.2 Adult content

This is a broad category covering everything from lingerie and sexual wellness products to adult-oriented media. While not banned, adult content is limited to “Non-Family Safe” or “Adult” inventory. This means your ads will not show for certain search queries or on certain partner sites.

4.3 Gambling + lotteries

In the UK, gambling advertising is heavily regulated. To run Google Shopping ads for gambling-related products (including prize draws or subscription-based lotteries), you must provide proof of your Gambling Commission license. This is handled through the Google Advertiser Verification programme.

4.4 Political content

Political merchandise - even things like t-shirts or hats with political slogans - can trigger the Political Content policy. This requires the advertiser to undergo identity verification. If you sell “Election 2024” merchandise, be prepared to submit government-issued ID to keep your Merchant Center active.

Additional Requirements categories

This tier represents the highest bar for entry. These products are generally legal and safe, but because they exist in sensitive industries, Google requires proactive verification.

5.1 Healthcare + medical devices

The healthcare tier is arguably the most complex in the entire Google Ads ecosystem. It is divided into over-the-counter (OTC) products and prescription/telehealth services.

For brands selling compounded prescription medications or telehealth services (like GLP-1 weight loss injections), LegitScript certification is mandatory. LegitScript is a third-party body that audits your pharmacy licenses, business registration, and medical protocols. The process typically takes 4-8 weeks and requires an annual fee of several thousand dollars.

We managed this exact process for Biopreventative, where we had to align the Merchant Center feed with LegitScript’s rigorous requirements for dosage labelling and manufacturer disclosure.

5.2 Financial services

Since 2021, Google has required all financial services advertisers in the UK to be verified by Google and prove they are authorised by the Financial Conduct Authority (FCA). This covers loans, credit cards, insurance, and investment platforms. If you sell “Buy Now, Pay Later” services or integrated credit, your Merchant Center may be subject to these checks.

5.3 Weapons + related products

Google’s global policy on weapons is strict. However, the UK interpretation is even tighter. While “Kitchen Knives” are generally allowed, any product described as a “tactical knife,” “combat knife,” or anything with a spring-loaded opening mechanism will be banned immediately. Even “Airsoft” equipment requires specific attributes to ensure it isn’t classified as a “Firearm.”

Editorial policy (ad copy + title rules)

Editorial policy is about presentation. Google wants Shopping results to look professional and consistent. While these violations won’t get your account banned overnight, they are the “death by a thousand cuts” for your ROAS.

• No All-Caps: Writing your titles in all capital letters (e.g. “NIKE AIR MAX RUNNING SHOES”) is a violation. Acronyms (e.g. “USB”, “GTIN”) are allowed, but the rest of the text must be sentence or title case.
• No Promotional Text: This is the most common error. Including “Free Shipping,” “20% Off,” or “Best Price Guarantee” in the title or description is strictly prohibited. These belong in the “Promotions” feed, not the product data.
• Image Quality: Images must be at least 250x250 pixels (though 1000x1000 is recommended). They cannot contain watermarks, promotional overlays, or borders. For apparel, the product must be clearly visible and the main focus of the image.

Consistency is key here. Google’s algorithms use your title and description to match products to search queries. When you fill titles with “!!!” or “$$$”, you confuse the natural language processing, leading to lower-quality matches and higher CPCs.

UK-specific policy layers

If you are targeting the UK market, you are not just subject to Google’s rules; you are subject to UK advertising law, which Google enforces via its local review teams.

A common UK failure point is the “Medicinal Borderline” product. Many CBD brands, skincare lines, and supplement companies fall into this trap by using clinical-sounding language that hasn’t been authorised for marketing in the UK.

Suspension appeals process

If the worst happens and your account is suspended, panic is your enemy. The most common mistake is submitting a vague appeal (e.g., “I fixed it, please turn me back on”) without providing evidence.

A successful appeal requires a structured evidence pack. You should submit your appeal via the Merchant Center “Account Issues” tab, including:

1. 1

   A specific list of changes:

   Don’t just say “I fixed the titles.” List the specific SKUs and the exact changes made to comply with editorial policy.

2. 2

   Proof of Business Identity:

   Attach utility bills, VAT registration documents, or Companies House filings to prove you are a legitimate UK entity.

3. 3

   Third-party certifications:

   If the suspension was related to healthcare or finance, include your LegitScript or FCA certification numbers.

Response times for UK appeals range from 1 to 4 weeks. During this time, do not create a second Merchant Center account. Doing so is classified as “Circumventing Systems,” which is an egregious violation and usually results in a permanent lifetime ban for your business and domain.

Pre-launch policy audit workflow

Prevention is always cheaper than an appeal. Before we launch any new eCommerce campaign, we run a 30-minute policy audit. This isn’t just a quick look at the dashboard; it’s a systematic check of the website-to-feed alignment.

The most frequent issues we find in this audit are “Misrepresentation” errors. These occur when the information on your Merchant Center (like your return policy or contact details) doesn’t match what is written on your website. Google’s bots crawl your “Contact Us” and “Returns” pages every few days - if they find a discrepancy, they will flag the account.

Frequently Asked Questions