2025: A Big Year for GMC Policy Changes
Google has been actively updating Merchant Center policies throughout 2025. If you haven't been paying attention, some of these changes could affect your product approvals — or even trigger a suspension.
This article breaks down every significant policy change from Google's official Merchant Center announcements change log, what they mean for your business, and exactly what you need to do about each one.
April 8, 2025: Product Data Specification Changes
These changes went into effect immediately on April 8 and are already being enforced. If you haven't updated your feed, your products may already be affected.
Installment Pricing Overhaul
As Website Builder Expert reported: "Google no longer supports using the [price] attribute for deposits on installment products."
What changed: If you sell products with installment payment options (common for expensive goods like electronics, furniture, or equipment), you can no longer use the price attribute for the deposit/down payment amount.
New requirement: You must use the downpayment sub-attribute within the installment attribute. The price attribute must now show the full price when paid up front.
Who's affected: Any merchant offering "buy now, pay later" or installment pricing options.
If you use installment pricing, update your feed immediately. Products with the old price attribute format for installments may already be getting disapproved.
New Delivery Details
Google added new product-level shipping attributes that mirror features previously only available at the account level:
handling_cutoff_time— Set a daily deadline for processing online orders (e.g., "orders placed before 2 PM ship same day")minimum_order_value— Specify a minimum order amount for certain shipping options
Who's affected: All merchants, but this is optional. Adding these attributes gives you more granular control over shipping information displayed in your listings.
Our recommendation: If you have specific handling cutoff times or minimum order values, add these attributes. More accurate shipping data = fewer customer complaints = better standing with Google.
Energy Label Updates (EU Only)
For merchants selling in EU countries, the old energy efficiency class attributes have been replaced by a broader certification attribute that supports new EU energy labels.
Exception: Merchants targeting Norway, Switzerland, and the UK should continue using the original energy efficiency class attributes.
July 1, 2025: Upcoming Changes (Prepare Now)
These changes take effect on July 1. You have time to prepare, but don't wait until the last minute.
Member Pricing Attribute Required
If you offer membership or loyalty program discounts, you'll need to switch from standard pricing attributes to the loyalty_program attribute.
What this means: You can no longer just show a discounted price in your feed for members. You must use the dedicated loyalty program pricing structure so Google can properly display member vs. non-member prices.
Who's affected: Any merchant with loyalty programs, membership pricing, or subscriber-only discounts — whether the program is free or paid to join.
Products using standard pricing attributes for member discounts risk disapproval after July 1. Update your feed now to use the loyalty_program attribute.
US Sales Tax No Longer Required
This is actually good news for US merchants. Starting July 1, you won't need to provide sales tax information through your Merchant Center settings.
As Website Builder Expert notes: "Products previously removed because of a lack of tax information could start reappearing in search results."
Important caveat: You must still file relevant tax information to Google Merchant Center before July 1, 2025. The requirement is being removed going forward, not retroactively.
Misrepresentation Policy Clarification
This might be the most important update of 2025 for merchants who've been suspended or are worried about suspension.
Google announced: "Based on your feedback, we're clarifying the Misrepresentation policy."
What was clarified:
- More examples of violations — Google added specific examples around non-delivery and inoperable return/refund processes. This means if your return process doesn't actually work (e.g., the email bounces, or you never respond to return requests), that's now explicitly called out as misrepresentation.
- Compliance guidance — They've added best practices for maintaining compliance, making it clearer what they expect.
- Appeals process information — More transparency about how appeals are reviewed and what makes a successful appeal.
Google's clarification note: "This isn't a change to our current enforcement but a clarification for your reference."
Translation: They were already enforcing these standards. Now they're just documenting them more explicitly. If you've been operating in a gray area, this is your signal to get fully compliant.
The misrepresentation clarification is a roadmap. Read the updated policy in full. It now tells you more specifically what Google considers misrepresentation, with real examples. Use it as a compliance checklist for your own store.
Other Notable 2025 Changes
AI-Powered Insights Coming to Merchant Center
Announced at Google Marketing Live 2025, Google is rolling out AI-powered insights that analyze your product data and performance to surface growth opportunities. This isn't a policy change, but it signals Google's increased use of AI in Merchant Center — which likely extends to their compliance review processes too.
Physical Goods Subscriptions (US)
US merchants can now sell physical goods on a recurring subscription basis through Google Shopping. This covers categories like apparel, coffee, healthcare (excluding prescription drugs), home and garden, personal care, pet supplies, prepared foods, and toys.
If you sell subscription boxes or recurring delivery products, this opens a new channel. You'll need the subscription_cost attribute in your product feed.
Dangerous Products Policy (September 2025)
Starting September 1, 2025, Google will restrict promotion of pill presses, tableting machines, encapsulating machines, and related components. If you sell any pharmaceutical manufacturing equipment, review this policy carefully.
Email Archive Discontinued (June 2025)
The Email archive feature within Merchant Center will be discontinued after June 25, 2025. All notifications will now be available directly within the Merchant Center dashboard.
Action: If you've been relying on email archive for tracking policy communications, start checking your Merchant Center notifications directly.
Language Policy Relaxation
Google is now more lenient about language differences between your product feed and website. Product information in a different language from your feed language will be allowed as long as the majority of product data matches. This is particularly helpful for merchants selling across multiple countries.
Your 2025 Compliance Action Plan
Here's what to do right now based on these changes:
Immediate (already in effect):
- ✅ Update installment pricing to use the
downpaymentsub-attribute - ✅ Consider adding
handling_cutoff_timefor more accurate shipping data - ✅ Re-read the updated Misrepresentation policy
- ✅ Test your return/refund process — does it actually work end-to-end?
Before July 1:
- ☐ Switch member/loyalty pricing to the
loyalty_programattribute - ☐ Ensure current tax information is filed (required until July 1)
- ☐ Review physical goods subscription eligibility if applicable
Before September 1:
- ☐ Review dangerous products policy if you sell any equipment or supplies
- ☐ Transition from email archive to in-dashboard notifications
Ongoing:
- ☐ Run monthly compliance scans to catch issues proactively
- ☐ Check the official change log monthly for new announcements
- ☐ Keep policy pages updated as your business practices evolve
Policy changes don't just affect new accounts — they can retroactively impact existing approved merchants. The stores that stay compliant are the ones that monitor changes proactively, not the ones that react to suspension notices.