Unacceptable Business Practices in Merchant Center: Fix

What this issue means

Unacceptable business practices is a sub-policy of Google's Misrepresentation policy for Shopping. It covers things like:

• Concealing or misstating who runs the business, or where it is
• Impersonating, or implying an affiliation with, another brand, company or public figure
• Taking payment for products that never ship, or that are very different from what was advertised
• Phishing for personal or financial information

Google treats it as an egregious violation. That means it can suspend on detection, without a warning, and it reinstates only in compelling circumstances. Most legitimate stores that land here weren't trying to deceive anyone. They simply didn't give Google enough evidence that they're real.

If you were suspended for misrepresentation in general, our guide to Merchant Center misrepresentation covers the wider policy. This page focuses on identity and trust.

Why it happens

Typical triggers for legitimate stores:

• No identifiable owner. No business name, address or registration on the site, only a brand name and a form.
• Mismatched details. The address on the site, in Merchant Center and on public listings are all different.
• Brand confusion. The store name, logo or domain looks like a well-known brand, or the copy says "official" when you're a reseller.
• Customer complaints. A pattern of reports about non-delivery, wrong items or refused refunds.
• Copied content. Product descriptions, images or whole pages copied from another store, so it looks like a clone.
• Drop-shipping without disclosure. Products ship from overseas with long delivery times, but the site implies local stock and fast shipping.
• A brand-new domain with little history and no information about who's behind it.

How to fix it

1. Show who you are. Add your legal business name, physical address and a working phone number and email to the Contact page and footer. If you run the business from home, still list a real address you can receive mail at.
2. Match every source. Make the business name and address identical in Merchant Center (Settings, then Business info), on your website, on your invoices, and on your Google Business Profile if you have one.
3. Rewrite the About page. Explain who you are, when you started, where you operate and how you source products. Real names and details build trust.
4. Remove any implied affiliation. Take out "official store," brand logos you're not licensed to use, and domain or name choices that imitate a brand. If you're an authorized reseller, say so plainly.
5. Replace copied content. Write your own product descriptions and use your own or properly licensed images.
6. Be honest about fulfillment. State where products ship from and real delivery times. Our shipping policy generator helps you write this clearly.
7. Resolve open complaints. Refund or fulfill outstanding orders, answer disputes and fix whatever caused them.
8. Check checkout security. Make sure checkout uses HTTPS, collects only the data needed for the order and shows clear terms.
9. Prepare documents. Have a business registration, utility bill or bank statement showing the business name and address ready in case the review asks for verification.

How to request a review

Go to Products, select Needs attention, then View setup and policy issues, or click the Fix banner. Start the review and describe:

• Who owns and operates the business
• What changed on the site and in the account
• Anything Google may have misread, like a brand-sounding name you own the rights to

If verification is requested, upload clear, real documents. Their details must match your Merchant Center business information. Don't edit or crop documents in ways that hide information.

How long it takes

Google says account reviews typically take about 7 business days and may take longer for complex cases. Identity-related reviews are often more involved, especially when documents are requested.

Reviews are limited, and repeated unsuccessful requests can mean waiting longer before the next one. Treat the first appeal as your best shot.

How to prevent it

• Keep business details identical everywhere they appear.
• Never imply you are, or are affiliated with, a brand you aren't.
• Track customer complaints and fix patterns early, before they reach Google.
• Keep delivery promises realistic and visible.
• Review the site every time you change themes or apps, since these can remove footers and contact details.

Mercantads can review your store, business records and Merchant Center settings, fix the trust gaps and handle the appeal. Talk to us or read about our Merchant Center management.