5 Common Reasons for Google Merchant Center Suspension (And How to Fix Them)

You know that pit in your stomach? The one you get when you log in and see it - the bright red "Suspended" notice where your thriving product listings used to be. It happens in a flash: your Google Shopping traffic flatlines, and just like that, your sales come to a screeching halt.

Take a deep breath. At Optimerchant, we see this every single day, and the same handful of mistakes are usually to blame. The best part? Once you know what they are, you can not only fix them but make sure they never happen again.

Let's break down the five most common reasons accounts get suspended and walk through the exact steps to get back on track.

1. Misrepresentation: The Trust Killer 

What it is: This is Google's broadest and most common suspension reason. At its core, misrepresentation means your product data or website creates a misleading or untrustworthy experience for shoppers. Google is essentially vouching for you, and any broken promise reflects poorly on them. 

Common Triggers:

• Price & Cost Mismatches: The price in your feed doesn't match the price on your product landing page. (Even a small discrepancy can trigger this).
• Hidden Costs: Not displaying shipping costs or taxes clearly before checkout.
• Unclear Business Identity: Missing or hard-to-find contact information, return policy, or shipping information.
• Bait-and-Switch: The product image, description, or promotion doesn't match what the user finds on your site.

‍The Fix:

• Implement an automated feed management tool to sync prices and inventory in real-time.
• Ensure your website has clear, accessible pages for "Contact Us," "Returns & Refunds," and "Shipping Information."
• Audit your checkout process to ensure all costs are displayed upfront.

For a deep dive into this specific issue, read our complete guide: Understanding Misrepresentation in Google Merchant Center.

2. Unclear or Missing Billing & Return Policies 

What it is: Google requires a transparent and fair post-purchase experience. If a shopper can't easily find out how to return an item or who to contact with a billing question, your account is at risk.

Common Triggers:

• No return policy or refund policy page on your website.
• A policy page exists but is hidden or difficult to navigate to.
• The policy is overly restrictive or violates Google's standards (e.g., "no returns accepted" for non-customized goods).
• Missing or incorrect billing terms and contact information.

‍The Fix:

• Create dedicated, clearly written policy pages.
• Link these pages in your website's main footer or navigation menu.
• Ensure your policies are fair and comply with local consumer laws. For example, offer at least a 30-day return window from the date of delivery.

3. Invalid or Broken Website URLs 

What it is: Your product feed contains links that lead to dead ends, errors, or the wrong page. This creates a terrible user experience and signals to Google that your store is not well-maintained.

Common Triggers:

• 404 Errors: The product page link in your feed leads to a "Page Not Found" error.
• Redirect Chains: The link redirects multiple times before landing on a page, which can be seen as deceptive.
• Landing Page Mismatch: The link goes to a category page or the homepage instead of the specific product page.

‍The Fix:

• Regularly crawl your website to check for broken links, especially after site updates or product removals.
• In your feed, ensure every link attribute points directly to the correct, live product page.
• Avoid using URL shorteners or complex redirects in your product data.

4. Product Data Inaccuracies 

What it is: The information in your product feed is incorrect, inconsistent, or incomplete. This undermines the integrity of Google Shopping results.

Common Triggers:

•  Incorrect Availability: Marking an item "in stock" when it's “out of stock”.
•  Image Violations: Using placeholder images, images with watermarks, or promotional text overlays.
•  Missing Identifiers: Not including required GTINs (Global Trade Item Numbers) for branded products.
•  Spammy Titles/Descriptions: Keyword stuffing or using misleading promotional language.

‍The Fix:

• Use your e-commerce platform's native integration or a dedicated tool to automate feed updates.
• Adhere to Google's Image Guidelines - use high-resolution images on a neutral background.
• Source and include correct GTINs from your manufacturer or distributor for all eligible products.

5. Violation of Google's Advertising Policies 

What it is: Your products or website content fall into a restricted category or promote something that violates Google's advertising standards.

Common Triggers:

• Selling prohibited items (e.g., counterfeit goods, drugs, weapons).
• Promoting restricted items without the proper certification or in a non-compliant way (e.g., alcohol, gambling, healthcare products).
• The website contains deceptive content (e.g., fake "limited time" countdown timers, false scarcity messages).
• Your advertising practices are misleading.

‍The Fix:

• Thoroughly review Google's Prohibited and Restricted Content policies.
• If you sell in a restricted category, ensure you have completed all necessary certification processes with Google.
• Audit your website for any potentially manipulative sales tactics.

Your Action Plan: From Suspended to Secure 

If you're currently suspended, don't panic. A methodical approach is your key to reinstatement.

1.  Diagnose:Read the suspension notice in your Merchant Center account carefully. Check the "Diagnostics" tab for specific product-level errors.

2.  Fix: Address every single issue identified. This is not the time for half-measures. If you have 100 products with errors, fix all 100.

3. Document:Take screenshots of your corrected policy pages, fixed product data, and updated website content. This evidence is crucial.

4.  Appeal: Submit a detailed, professional appeal. Clearly state the problems you found and the specific steps you took to resolve them. Explain the long-term measures you've implemented to prevent recurrence.

For a step-by-step guide through this process, our resource on The Reinstatement Process is invaluable.

Prevention is the Best Strategy 

A healthy Google Merchant Center account is the foundation of e-commerce growth. By moving from reactive fixes to proactive management, you can transform your account from a source of anxiety into a reliable profit engine.

The strategies we've outlined here are the same ones we use to protect our clients and drive their growth, as detailed in Advanced Google Merchant Center Growth Techniques

Tired of worrying about suspensions? Let the experts handle it for a free account audit. We'll identify your risks and build a suspension-proof strategy for your business.