Is a return policy required for Google Shopping ads?

Google strongly recommends return policy data and uses it to show return badges on Shopping listings. Without return policy data, your listings may be less competitive in auction and miss eligibility for certain rich features. From 2024 onward, Google has increasingly used return policy data as a ranking signal for Shopping ads in competitive categories.

What return policy attributes does Google Merchant Center accept?

The main return policy attributes are: return_policy_label (links to a named policy you define in your account), return_policy_country (the country the policy applies to), return_method (mail, in-store, or at-kiosk), return_shipping_fee (whether the customer pays return shipping), and return_days (how many days the customer has to return). You can also define return policies at the account level in Merchant Center settings.

What happens if my return policy data does not match my website?

Google crawls your website and compares the stated return policy on your site against the data in your feed. If there is a mismatch, Google can flag your account for misrepresentation, which is one of the most serious suspension reasons. Ensure your feed data matches your website policy exactly, including the return window in days and who pays for return shipping.

Google Merchant Center Return Policy Requirements: What Your Feed Must Include

Return policy data in Google Merchant Center affects Shopping ad eligibility, rich feature visibility, and your competitive position in Shopping auctions. Google uses return policy signals to determine which listings qualify for return badges and to assess merchant trustworthiness. Here is what you need to submit and how to avoid the misrepresentation flags that lead to suspensions.

How return policies work in Merchant Center

You can provide return policy data in two ways: at the account level in your Merchant Center settings, or at the product level via feed attributes. Account-level policies apply to all products unless overridden by product-level attributes. For stores with multiple return policies across product categories, product-level attributes give you more control.

Account-level return policies are set in Merchant Center under Returns in the navigation. You create named policies, each with its own return window, return shipping rules, and applicable countries. You then reference these policies by label in your feed.

Required and recommended feed attributes

The return_policy_label attribute links a product to a specific named return policy you have set up in your account. This is the recommended approach for most merchants. The label must match exactly the name you gave the policy in Merchant Center settings.

If you do not use account-level policies, you can specify return policy directly in the feed using:

return_policy_country: the two-letter country code (e.g. US, DE, GB)
return_method: accepted values are MAIL, IN_STORE, AT_KIOSK
return_shipping_fee: free return shipping or customer-paid
return_days: integer value representing the return window

These inline attributes are processed per-product. If a product is excluded from returns, submit return_policy_label with a value pointing to a no-returns policy rather than omitting the field.

The misrepresentation risk

Google crawls your website and compares your return policy page against your feed data. If your website says "30-day returns, free return shipping" but your feed says 14 days and customer-paid shipping, that mismatch is flagged as misrepresentation. Misrepresentation is a serious violation that can lead to account suspension, not just item disapproval.

The most common mismatch is the return window. Merchants update their website return policy but forget to update the feed. Set up a process that updates both at the same time. If your return policy varies by product category, use product-level attributes rather than a single account-level policy that does not accurately represent all products.

Countries with specific requirements

Some markets have mandatory consumer protection return windows that override what you submit. In Germany, the statutory right of withdrawal for online purchases is 14 days regardless of your stated policy. In the UK, the Distance Selling Regulations provide a similar 14-day right. If your feed submits a shorter return window for these countries, Google may flag it as non-compliant with local consumer law.

For EU merchants, the general rule is: submit at least the statutory minimum and clearly label country-specific policies with the correct country code. Do not apply a US return policy template to your EU feed without adjusting the return window and applicable law.

Checking your return policy data

In Merchant Center, go to Products, then filter by items with return policy warnings. Items without any return policy data show as missing attribute warnings in some account configurations. Fix these by either linking to an account-level policy or adding the inline attributes at product level. After updating your feed, allow 24-72 hours for Google to reprocess and remove warnings.