Google Merchant Center no longer rejects product listings with login required and free purchases

Google has updated its Merchant Center policy to no longer automatically disallow free ads for products that have a login requirement and/or limited purchase access. Google said it will now list these products as active, but with the caveat that they may “have limited visibility on Google.”

What has changed. Google has already said that Google Merchant Center accounts with “Login required” or “Limited purchase” issues were automatically rejected.

Now, free ads in Google Merchant Center accounts with this problem status are still active, but their products have limited visibility on Google. This only affects free ads.

What is the required application. Google explained that the “Login Required” issue status means that customers who visit your store’s website must provide account access information, such as entering a username and password or installing a program, before they can view your products.

What is a limited purchase. Google explained that a “Limited Purchase” issue status means that the ability to purchase products on your store’s website is limited to certain customers, as defined by location, device type, information provided, or some other exclusive criteria. Fields such as business information should be optional, and content should be consistent and available to visitors across all locations.

Why do we care? If you have aligned these policies on your eCommerce site with these required opt-ins and/or Google Merchant Center shopping restricted lists, you should now know that the status will not be rejected. Instead, Google will show them as active, but these free ads may not appear as high and often in Google Search and Google Shopping.