谷歌GMC 合规资源指南

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How to use this guide

This guide works for two situations:

Your GMC account has already been flagged for misrepresentation and you need to fix it before submitting an appeal.
Your account is active and you want to make sure it stays that way.

Go through every section. Use the checkboxes to track your progress. Do not skip sections — Google looks at the full picture, not individual items.

⚠️ Understanding Google's Risk Meter

Google creates a risk score for every advertiser. Their AI is crawling your store constantly, looking for anything that feels hidden, incomplete, or inconsistent.

It's almost never one single thing that triggers a suspension. Everything adds up. A store with a missing contact page, generic About Us, and a shipping page that doesn't match checkout will cross the threshold even if each item alone seems minor.

This is why you need to go through every item in this guide — not just the obvious ones.

SECTION 1 — Returns & Refunds Policy

This is one of the most important pages for keeping your risk meter in the green. Google wants to know exactly what a customer can do if something goes wrong. Vague policies create trust problems.

What to Check	✓	Why It Matters	Done?
Part 1 — Do You Accept Returns?
Clearly state whether you accept returns or not	☐	A no-returns policy is valid — but it must be stated clearly. Ambiguity is a red flag.
No-returns policy also stated on each product page	☐	In 2026 Google's AI checks both the policy page and the product page separately.
Policy applies across your entire catalogue	☐	The only exception is clearance sales — and that must be clearly stated in the promotion itself.
Clear statement on whether shipping costs are refunded	☐	Customers need to know upfront if they pay return shipping.
Clear statement on whether a restocking fee applies	☐	State the fee amount if applicable.
Part 2 — Eligibility & Scenarios
Eligibility clearly defined	☐	Unopened items only, original packaging required, defective products — be specific.
Covers: product never arrived	☐	Must state what happens. This is not optional regardless of your general returns policy.
Covers: product arrived damaged	☐	Must state the process for damaged deliveries.
Covers: wrong item received	☐	Must state what happens if the customer got the wrong product.
Part 3 — Process, Timeline & Refund Method
At least two ways to initiate a return listed	☐	Email + phone, or email + returns portal link. Tell customers exactly what information to include.
Exact timeframe stated in number of days	☐	Do not say 'within a reasonable time.' State the exact number — e.g. 30 days from delivery.
Start point of the return window clearly stated	☐	From first contact, from tracking number sent, or from when you receive the item — make it clear.
Time to receive refund clearly stated	☐	How long after the return is processed will the customer get their money?
Refund method clearly stated	☐	Back to original payment method or store credit — state which one applies.
Policy language matches target market language	☐	French customers = French policy. Spanish customers = Spanish policy.
Part 4 — Visibility
Returns policy linked on all product pages	☐	Must be accessible directly from the product page — not just from the footer.
Returns policy linked in footer	☐	Should be visible sitewide.
Returns policy visible during checkout	☐	Accessible at every step of the checkout process.

SECTION 2 — Contact Us Page

Legitimate businesses are easy to contact. This is Google's core logic when reviewing your contact page. The more accessible and detailed your contact information, the lower your risk score.

What to Check	✓	Why It Matters	Done?
The Three Things Google Requires as Minimum
Business name listed (legal name or LLC/Corp name)	☐	Use the same name consistently across GMC, Google Ads, and Google Business Profile. Any variation is a red flag.
Real physical address listed	☐	Must be a real location where business happens. Residential address is fine. PO boxes and virtual offices are flagged — Google Maps AI checks these.
Real phone number that is answered	☐	When called, the business name should be heard or a voicemail option available. Must match the number in GMC Business Information tab exactly.
Three Additional Items to Go Further
Domain email address (not Gmail, Outlook, or Yahoo)	☐	support@yourstore.com format. A Gmail address immediately signals non-serious business to Google.
Business hours of operation listed	☐	Example: Available Monday to Friday, 9am to 5pm EST.
Expected response time listed	☐	Example: We usually reply within 24 hours. Reduces disputes and signals proper operations.
Contact Form
Contact form present on the page	☐	Google wants customers to be able to reach you directly from the page without having to open their email or pick up the phone.
Consistency Check
Contact info matches GMC Business Information tab	☐	Name, address, phone must all be identical.
Contact info matches Google Ads account	☐	Any mismatch across these accounts is a suspension trigger.
Contact info matches Google Business Profile	☐	Google cross-references all three. Inconsistency reads as misrepresentation.

SECTION 3 — Shipping Policy

Hidden shipping costs are the most common cause of misrepresentation suspensions. Your shipping policy, your GMC shipping settings, and your actual checkout must all show exactly the same costs and timeframes.

What to Check	✓	Why It Matters	Done?
Delivery Zones
Countries/regions you ship to clearly listed	☐	Be explicit about where you do and don't ship.
Countries/regions you don't ship to clearly listed	☐	Don't leave customers guessing.
Carrier/postal service named for each location	☐	UPS, FedEx, DHL, USPS, Australia Post — customers want to know who is delivering.
Shipping Costs — Most Critical Section
Shipping cost listed for each location	☐	Must be identical to what appears at checkout.
Shipping policy matches GMC shipping settings exactly	☐	Cost, timeframes, carriers — identical across all three.
Shipping policy matches actual checkout shipping cost	☐	If the policy says free shipping but checkout charges $5 — that is misrepresentation. Instant suspension risk.
International customs and import taxes mentioned (if applicable)	☐	Keeps checkout clear and avoids customer disputes.
Timing
Handling time stated separately from transit time	☐	Handling = before it ships. Transit = delivery time.
All timeframes stated in business days, not calendar days	☐	Google's systems read this literally. Be consistent.
Additional Info
How customers track their order explained	☐	Tell customers how they receive tracking info and how to check status.
Process for missing or incomplete orders included	☐	What happens if a customer receives an incomplete order?
Shipping policy linked on product pages and in footer	☐	Must be accessible from both locations.

SECTION 4 — Privacy Policy

A template works fine for this page — but make sure it covers what Google's AI actually scans for. Missing GDPR and CCPA language alone can push your risk meter up even if everything else looks fine.

What to Check	✓	Why It Matters	Done?
Seven Things Google Checks
What information you collect from customers	☐	Emails, cookies, IP addresses, browsing behaviour — list them all.
Why you collect it	☐	State the purpose for each type of data collected.
Who you share it with	☐	Third party apps, advertising platforms, analytics tools.
How you keep it secure and for how long	☐	Data retention period and security measures.
How you collect it	☐	Forms, cookies, pixels — be specific.
How customers can opt out or delete their data	☐	Must include a clear process for data deletion requests.
Compliance with laws of the country you're selling in	☐	GDPR for Europe, CCPA for California as a minimum.
Critical — Google's AI Scans for These Specifically
GDPR compliance explicitly mentioned	☐	Google's AI scans for this term. Its absence can raise the risk score.
CCPA compliance explicitly mentioned	☐	Same as above — include it even if selling primarily outside California.
How data is used for personalised ads mentioned	☐	Google looks for this specifically in relation to its own advertising platform.
Contact Information at Bottom of Page
Name, email, and physical address at bottom of Privacy Policy	☐	Google wants to see that the person responsible for handling customer data is reachable.

SECTION 5 — Terms & Conditions

Unlike the Privacy Policy, the Terms and Conditions page needs to be customised to your specific store. Do not copy paste from another store — especially check that no other brand name or unrelated product category appears in your version.

What to Check	✓	Why It Matters	Done?
Six Things Google Looks For
Customers are accepting an agreement when using the site	☐	Must be clear that use of the site constitutes acceptance of the terms.
Limitations of liability and disclaimers included	☐	Protects your business and signals to Google you operate professionally.
Intellectual property rights stated	☐	Who owns the content, images, and branding on the site.
What happens if the relationship is terminated	☐	Account suspension, policy violations — what are the consequences.
How customers are notified of changes to the terms	☐	Email notification, website announcement — state the method.
Contact information included	☐	Name, email, address of the business operating the store.
Customisation Check
No other brand names in the document	☐	Copy-pasted T&C with another store's name is an instant red flag.
Product categories match what you actually sell	☐	Remove any references to categories or products you don't carry.
T&C linked in footer	☐	Must be visible sitewide.
T&C linked during checkout process	☐	Accessible at every step of checkout.

SECTION 6 — Product Pages (10-Point Checklist)

Product pages are where your Google Shopping traffic lands — Google gives them extra scrutiny. Each item below applies to every product page on your store.

What to Check	✓	Why It Matters	Done?
Content & Claims
Product title clean and relevant — no promotional copy, no emojis	☐	'Free Shipping' or 'Buy Now' in the title is not allowed. Just describe what the product is.
Product description thorough — materials, dimensions, use case	☐	Google flags descriptions that are too short. More detail = more trust.
No false or misleading product claims	☐	No unsupported health claims, no fake certifications, no trust badges without real affiliation.
No fake urgency tactics	☐	Countdown timers that reset or fake 'only X left' messages must be removed.
Images
Clean white background images (no lifestyle images as primary)	☐	Google prefers clean white background product shots. No text overlay.
Images at least 250×250 pixels and under 16MB	☐	Minimum size requirement for Google Shopping eligibility.
Custom imagery — not same images as supplier or other stores	☐	Shared supplier images across multiple stores is a risk factor.
Pricing & Availability
Price identical across ad, product page, and checkout	☐	Any mismatch across these three triggers immediate product disapproval.
Sale price matches product feed (if running a sale)	☐	Sale end dates must also be clearly stated on the product page.
Availability synced between Shopify and GMC	☐	Out of stock in Shopify must show as out of stock in Merchant Center.
Product condition accurately stated	☐	New, refurbished, used — must be accurate and match the feed.
Trust Signals & Links
Reviews section visible on product page	☐	Even a widget with no reviews yet is better than no section at all. Google sees it as a trust signal.
Shipping cost or free shipping stated near add to cart button	☐	Transparency at point of purchase reduces disputes and keeps risk meter down.
Links to returns and shipping policies accessible from product page	☐	Either in a tab within the product description or clearly in the footer.
Add to cart button clearly visible	☐	There must be a clear way to start a purchase from the product page.
Payment methods visible in footer	☐	Visa, PayPal, whatever you accept — show the logos.
Dropshipping & Disclaimers
Dropshipping disclosed if applicable	☐	State delivery times and who fulfils the orders. Hiding it creates more problems than it solves.
Legal disclaimers for any product claims included	☐	Durability, function, results — any claim needs a disclaimer or verifiable evidence.

SECTION 7 — Footer

Your footer is one of the first things Google's bot checks when it crawls your store. Everything Google needs to verify your legitimacy should be accessible from here.

What to Check	✓	Why It Matters	Done?
Policy Links
About Us page linked in footer	☐
Contact Us page linked in footer	☐
Returns & Refunds policy linked in footer	☐
Privacy Policy linked in footer	☐
Terms & Conditions linked in footer	☐
Shipping Policy linked in footer	☐
Contact Information in Footer
Business name in actual text (not an image)	☐	Google's bot cannot read images. If your business name is embedded in a graphic it does not exist to Google.
Physical address in actual text (not an image)	☐	Same reason — must be crawlable text, not embedded in a graphic.
Email address visible in footer	☐	Domain email preferred — not Gmail.
Phone number visible in footer	☐
Business hours visible in footer	☐	Example: Monday to Friday 9am to 5pm.
Payment Methods
Payment method icons visible in footer	☐	Visa, PayPal, Mastercard — whatever you accept. Show the logos clearly.

SECTION 8 — About Us Page

A generic AI-generated About Us page is one of the specific things Google's AI flags as a risk signal. Real people behind a real store is a trust signal that's hard to fake — and Google knows it.

What to Check	✓	Why It Matters	Done?
Content
About Us page exists as its own page	☐	Not just a paragraph buried in the footer.
Mission of the store explained	☐	Why the store exists — not a generic paragraph about 'bringing you the best products.'
Background of the business shared	☐	When it was started, where it operates from, what makes it different.
Team photos included if possible	☐	Real photos are hard to fake. Even a photo of the founder makes a significant difference.
About Us page linked in header navigation	☐	Should be easily accessible from any page on the site.
About Us page linked in footer	☐	Double visibility — header and footer.

SECTION 9 — Google Merchant Center Account Settings

Your GMC account settings must match your website and your Google Business Profile. Any inconsistency across these platforms is flagged as a risk signal.

What to Check	✓	Why It Matters	Done?
Business Information
All business information completed in GMC	☐	Name, address, phone, email — all fields filled in.
Business info matches Google Business Profile	☐	Name, address, phone must be identical across both platforms.
Business info matches social media profiles	☐	Facebook, Instagram — consistency across all platforms.
Business info matches directory websites	☐	Any business directory listings should show the same information.
Physical address correct and real	☐	Not a PO box or virtual office.
Real phone number that is answered	☐
Branded email address in GMC (not Gmail)	☐	support@yourstore.com format.
Custom domain in GMC (not myshopify.com subdomain)	☐	yourstore.com — not yourstore.myshopify.com.
Website claimed and verified in GMC	☐	Business Info > Website in GMC — confirm claimed and verified.
Brand colours set in GMC	☐	Set your brand colours in GMC Business Settings.
Both logo sizes uploaded in GMC	☐	Mobile and desktop logo formats both uploaded.
Shipping Settings
GMC shipping settings match website shipping policy	☐	Cost, timeframes, carriers — identical.
GMC shipping settings match actual checkout cost	☐	What the customer pays at checkout must match GMC settings.
Tax Settings
Tax settings correctly configured for selling location	☐	Especially important for US stores — tax setup must be accurate.
Product Feed
Product feed active with at least one product	☐	The appeal button will not appear without an active feed.
No disapprovals in Needs Attention tab	☐	Fix all flagged products before submitting any review.
Product prices in feed match product pages	☐	Any mismatch triggers immediate disapproval.
Product availability in feed matches Shopify	☐	Out of stock on Shopify = out of stock in GMC.

SECTION 10 — Staying Compliant: Monthly Maintenance

Getting compliant once is not enough. Google updates its policies regularly and your store changes over time. Build these habits to keep your risk meter in the green permanently.

What to Check	✓	Why It Matters	Done?
Monthly Checks
Go through this full checklist once a month	☐	Catching something small early prevents a suspension.
Check GMC Needs Attention tab weekly	☐	Don't wait for a suspension to find out something is wrong.
Monitor Google's policy update page regularly	☐	When Google updates a policy, fix it immediately.
Use Google Search Console to monitor site health	☐	Technical issues on the site can contribute to suspensions.
Apps & Plugins
Audit installed apps — remove what's not needed	☐	Unused apps add unnecessary risk.
Check app reviews for any suspension reports	☐	Other users will flag if an app is causing Google issues.
Remove fake urgency timers and fake review apps	☐	They look good on the store but consistently cause suspensions.
Remove trust badges without real affiliation	☐	Only use badges you are actually certified or affiliated with.
Pricing & Promotions
Verify prices are still in sync across ad, page, and checkout	☐	Prices change. Always verify the three-way match after any update.
Test any active GMC promotions at checkout	☐	A promotion live in GMC but broken at checkout is a misrepresentation trigger.

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