Google clarified its Misrepresentation policy for Shopping ads and free listings without changing enforcement, adding clearer examples and guidance. It highlights two primary suspension triggers: non-delivery caused by unrealistic or ambiguous promises, and inoperable return/refund systems. Contractors and merchants selling parts, filters, or maintenance plans are particularly affected because suspensions can cut off brand visibility and service calls. The piece outlines a practical checklist to align promises with operations, including accurate shipping windows, inventory synchronization, legitimate pickup, functional returns/refunds and support, and clear order communications.

Google’s Misrepresentation Update: Stop Making Promises Your Operations Can’t Keep

TL;DR Google didn’t change enforcement for Shopping Ads or free listings, but they spelled out what trips suspensions: failing to deliver when promised and broken return/refund processes. If you sell parts, filters, or maintenance plans online—or even offer pickup—tighten your policies, timelines, and customer service. Clean ops = fewer suspensions and more calls.

What changed (and what didn’t)

• No enforcement change. Same rules, fewer excuses. Google simply provided clearer examples and guidance.
• Clearer tripwires. Google highlighted two hot spots: non-delivery and inoperable return/refund systems.
• Better support docs. More best-practice guidance and a more transparent appeals process.

Why contractors should care

If you run an ecomm feed for filters, thermostats, small parts, or gift cards/maintenance plans, you’re in scope. Even if your main goal is service calls, a Merchant Center suspension can choke off brand visibility and trust. When Shopping or free listings get flagged, the phones get quieter. This is about revenue, not vanity traffic—calls, not clicks.

What Google now calls out more clearly

Non-delivery (promises you can’t meet)

• Advertising “same-day delivery” or “in stock” when you drop-ship and can’t fulfill quickly.
• Backorders masked as available inventory, or unrealistic ship windows during peak demand (heat waves, cold snaps).
• Pickup promises without inventory, staff, or hours to support them.
• Ambiguous ETAs like “fast shipping” with no date range; customers receive late or not at all.

Inoperable returns/refunds (policy with no pulse)

• A refund/return page that exists but the RMA email bounces or the form errors out.
• No working phone number or chat for post-purchase support.
• Return instructions so vague or restrictive they’re effectively unusable.
• Broken links, 404s, or circular loops that prevent a customer from completing a return.

Action plan: contractor-ready checklist

1. Audit your promises. Everywhere you say “in stock,” “same-day,” “2-day,” or “pickup today,” verify your ops can deliver. If not, fix the copy or fix the ops—today.
2. Post real shipping windows. Use conservative ranges (e.g., “Ships in 1–2 business days”). Update during seasonal spikes and supply disruptions.
3. Inventory hygiene. Sync inventory at least daily. If you drop-ship, align your feed with supplier stock and lead times. “Unknown” is better than “in stock” when you’re guessing.
4. Make pickup legit. List pickup hours, location, and verification steps. Don’t advertise pickup unless the item is physically there.
5. Returns/refunds page that works. Live email inbox, functioning form, clear steps, and a response SLA (e.g., “We reply within one business day”). Test it monthly.
6. Publish the rules. Return windows, condition requirements, restocking fees, and who pays shipping—front and center. No fine-print games.
7. Confirmations and tracking. Send order confirmations and carrier tracking every time. Tell customers when an item is backordered and offer alternatives or refunds.
8. Special orders and heavy equipment. Label “made-to-order” or “freight-delivered” items with realistic lead times and delivery requirements (liftgate, scheduling).
9. Support that answers. Show a working phone

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