A disapproved product in Google Merchant Center stops showing across Google. That means no Shopping ads, no free listings and fewer products for Performance Max to work with. Many stores only notice when sales from Google drop.

Most disapprovals come from a short list of causes: prices that do not match the website, wrong product identifiers, images with text, missing shipping costs, broken landing pages and a few policy problems. Each has a known fix. A clean feed is also the first thing our performance marketing team checks on any new account.

This guide shows where to find issues in the current Merchant Center, how to fix the most common disapprovals and policy problems, how to request a review, and what to check on Shopify or WooCommerce.

Editorial note: this article contains no affiliate links. Facts were checked against Google Merchant Center Help, the Shopify Help Center and WooCommerce.com documentation on November 10, 2026. We did not use press reports for any rule or figure in this guide. Google updates Merchant Center screens and policies often, so confirm current details in your own account before you make changes.

How to Find Disapproved Products in Merchant Center

In the current Merchant Center, product problems live in one place. Google Merchant Center Help describes the path as Products under Products & store in the left menu, then the Needs attention tab.

Reading the Needs attention tab

1. Open Products and select Needs attention.
2. Review the table under All products that need attention.
3. Use the filter icon to narrow the list, and the download icon to export a .csv for bulk fixes.
4. Open an issue to see its Issue Details Page, which shows the business impact, example products and steps to resolve it.

For account-wide problems, select View setup and policy issues on the same tab.

Some older docs still refer to a Diagnostics page. In the current Merchant Center, that information lives under Products > Needs attention.

Know the severity before you start

Google separates issues into a few types:

• Warnings: products keep showing, but performance may be limited.
• Disapprovals: products stop showing across Google.
• Preemptive item disapproval: triggered by price or availability mismatches, and a review is required to clear it.
• Setup and policy issues: account-level warnings that can lead to suspension if not fixed in time.

Fix disapprovals and account-level warnings first. Limited-performance warnings can wait.

Price and Availability Mismatches

This is one of the most common and most serious causes. Google checks your landing pages and compares them with your product data. Google’s help page for the mismatched price issue says these mismatches are treated as critical errors that “can lead to account suspension.”

Why it happens

• You changed prices or ran a sale on the website, but the feed updated later.
• Sale prices are set without a correct sale_price_effective_date, including the time zone.
• The landing page shows a different currency from the product data.
• In the US and Canada, the feed price includes tax. Google’s product data specification says prices for those countries should exclude tax.

How to fix it

1. Filter the Needs attention tab for the mismatch issue and download the affected products.
2. Compare each price, sale price and availability value with the live page and its structured data.
3. Correct the source data, not just the Merchant Center copy, and schedule feed updates to run right after price changes.
4. Request a review if the product shows a preemptive item disapproval.

Use automatic item updates carefully

Automatic item updates let Merchant Center use your landing page data to correct price, availability and condition. Google says they are on by default. Check them under Products on the Automations tab, then View details for each one.

Google lists clear limits:

• Your site needs structured data markup for price, availability and condition.
• Products whose price or availability changes very often, such as more than once a day, may be disapproved instead of updated.
• Price automation can pick up strikethrough prices. Google says you should not enable automatic price updates if your product pages show several strikethrough prices.

Missing or Invalid GTINs and Product Identifiers

Identifier issues show up under names such as “Missing or incorrect GTIN” or “Incorrect GTIN.” Depending on country and category, identifiers may be required.

The rules that matter

• Google says products need “either an accurate GTIN attribute or both an MPN and brand attribute.”
• Use only the GTIN the manufacturer assigned. Google’s GTIN page says: “When in doubt don’t provide a GTIN (for example, don’t guess or make up a value).”
• Each variant, such as a different color or size, has its own GTIN.
• The check digit must be present and correct. You can verify it with the GS1 check digit calculator.
• GTINs with restricted prefixes (02, 04 or 2) or coupon prefixes (05, 98 or 99) are not allowed.

When a product has no GTIN

Store-brand and private-label products often have no GTIN. Leave the GTIN blank and submit brand and MPN instead. For one-of-a-kind, vintage or custom-made items with no identifiers at all, Google’s help page says to set the identifier_exists attribute to “false.”

The “Incorrect GTIN” error

This means the GTIN is valid but belongs to another product. Google says it “tends to occur when the GTIN from another product is accidentally re-used.” Check for barcodes copied when products were duplicated.

Image Issues: Overlays, Watermarks and Size

Google says the main image must give “an unobstructed, clean view of the item for sale.”

What triggers image disapprovals

• Promotional text such as calls to action, discounts or free shipping badges.
• Watermarks, copyright symbols, graphic stamps and borders.
• Added logos or store names, unless they are a physical part of the product.
• Placeholders, generic images or “coming soon” graphics.

Size and format

Google recommends images of 1500 x 1500 pixels or larger. Images cannot exceed 64 megapixels or 16MB, and the file extension must match the real format. Google has also announced a 500 x 500 pixel minimum for all products beginning January 31, 2027, so replace small images now.

How to fix image errors

Point the image_link attribute to a clean product photo and keep promotional images out of the main slot. Merchant Center also offers automatic image improvements, but the edits are made automatically, so check the results.

Missing Shipping and Return Information

Products with no shipping costs set will not show to shoppers until you add them, according to Google’s help page for the missing shipping issue.

Fix missing shipping costs

1. Go to Products & store > Shipping and returns.
2. On the Shipping policies tab, add a shipping policy for online product delivery.
3. Add rates for every country you target. Use the shipping attribute only for products that need different rates.

Add a return policy

Return policies are optional in Merchant Center, but Google’s onboarding guide says your policy should be easy to find on your website, even if you do not offer returns. Add one under Shipping and returns > Return policies > Add return policy. If you do not, Google may work out your policy from your website and show “For most items” on your listings.

Landing Page Errors

If Google cannot load the page in your product’s link, the product is disapproved with an issue such as “Product page unavailable.”

Common causes

• The URL returns a 404 because the product was deleted or its handle changed.
• Too many redirects. Google says to keep URLs to no more than two redirects.
• Your robots.txt file could not be reached.
• Server errors (HTTP 5xx) or DNS problems.
• The URL does not use your verified domain or has unencoded symbols.

How to fix it

1. Test the URL with the URL inspection tool, choosing desktop or smartphone.
2. Fix the page or update the product link in your feed.
3. Open the product, select Needs attention, then Request website check.

Google says the check can take up to 12 hours.

Policy Issues: Misrepresentation and Restricted Products

Policy problems can affect your whole account, not just one product.

Misrepresentation

Google’s misrepresentation policy for Shopping ads says that listings or destinations that deceive users by leaving out relevant information or giving misleading information “can compromise user trust.” The policy has six sections: unacceptable business practices, coordinated deceptive practices, dishonest pricing and transaction conditions, unavailable offers, manipulated media and unreliable claims.

For the first three sections, Google says accounts “will be suspended upon detection and without prior warning.” For the other three, a warning comes at least seven days before any suspension. In October 2025, Google added examples covering non-delivery and broken return or refund processes.

Before any appeal, check the website requirements in Google’s onboarding guide:

• Contact information clearly available on your website.
• A working checkout with at least one conventional payment method, on an SSL-protected page.
• Clear disclosure of all conditions before and after purchase.
• A return and refund policy that is easy to find.

Restricted and prohibited products

Google’s Shopping ads policies split content into prohibited content, prohibited practices and restricted content. Restricted categories include alcohol, healthcare and medicines, gambling-related content, sexual content, copyrights and trademarks, among others. Restricted products may be limited or need to meet extra conditions. Read the policy page for your category before you appeal, because disagreeing with a correct decision uses up a review option.

How to Request a Review

For product-level issues

On the Needs attention tab, select Fix under Status, then choose Request website check if you fixed it or I disagree with the issue if you think Google is wrong.

Many data fixes clear once Google processes the updated product, which can take 24 to 72 hours.

For setup and policy issues

1. On the Needs attention tab, select View setup and policy issues.
2. For each issue, select I fixed the issue or I disagree with the issue.
3. Select Request review.

Review limits to know before you click

• During a 7-day or 28-day warning period, you can request one courtesy review.
• Google says you may only have one chance to disagree with an issue.
• If issues remain after the second review attempt, a cool-down may begin. It can grow after each failed review, and support cannot shorten it.
• Setup and policy reviews can take up to 7 business days. Approved products can show within 24 hours.

If review buttons are greyed out, complete merchant verification and make sure your data source has at least one product.

Error, Cause and Fix at a Glance

Platform Notes: Shopify and WooCommerce

Shopify (Google & YouTube app)

The Google & YouTube app syncs Shopify products to Merchant Center. To see errors, open a product in Shopify admin and click Google in the Sales channels section. The Shopify Help Center lists the main sync requirements:

• The product is available to both the Online Store and the Google & YouTube channel.
• It has a description and at least one image.
• It has a GTIN in the Barcode field, or a brand and MPN.
• Images have no text, logos or watermarks, and titles are not in all capitals.

At store level, add your policies under Settings > Policies rather than as standalone pages, link them in the footer menu with the Policies link type, show at least one contact method, and verify and claim your primary domain in Merchant Center. Shopify Support handles channel setup, while Google handles suspensions and ad approvals. Our Shopify SEO services help with product pages, and our guide to Performance Max for Shopify covers the ads side.

WooCommerce (Google for WooCommerce)

The official extension is now called Google for WooCommerce, formerly Google Listings & Ads. Product issues appear under Marketing > Google for WooCommerce > Product Feed with a suggested action for each. WooCommerce says bulk-edit fixes sync within 1 to 2 days.

• GTINs: WooCommerce recommends the built-in GTIN field in each product’s inventory tab, added in WooCommerce 9.2. Version 2.9.0 of the extension added a migration for GTINs stored the old way.
• Attribute mapping: the extension’s Attributes tab lets you create rules to fill brand, MPN, condition and other attributes. Product-level settings override them.
• Images: version 3.9.6 added a notice when synced products have main images smaller than 500 x 500 pixels.
• Reviews: the extension can request reviews only for Merchant Center accounts created during its setup. If you linked an existing account, request reviews in Merchant Center.

For larger catalogs, our roundup of the best product feed optimization tools compares the main options.

Frequently Asked Questions

Why is my Merchant Center product disapproved?

Open Products, then the Needs attention tab, and select the product. The issue details explain the reason and how to fix it.

How long does it take for a disapproved product to be approved?

Data changes can take 24 to 72 hours to show. A website check can take up to 12 hours, and setup or policy reviews can take up to 7 business days.

Can I make up a GTIN to fix the error?

No. Google says not to guess or make up a GTIN. Use the manufacturer’s GTIN, or brand plus MPN, or set identifier_exists to false where no identifiers exist.

Where is the Diagnostics page in the new Merchant Center?

Product and account issues now appear under Products on the Needs attention tab.

What is a preemptive item disapproval?

It is a disapproval triggered by price or availability mismatches. Google says a review is required to resolve it.

How do I fix a misrepresentation suspension?

Fix contact details, policies, checkout and pricing on your site, then request a review. You may get only one chance to disagree.

Why can’t I click Request review?

You may be in a cool-down period, have a pending request, or need to complete merchant verification. Your data source also needs at least one product.

Do disapprovals affect Performance Max?

Yes. Disapproved products cannot be advertised. Our performance marketing team can audit your feed and campaigns together.

Final Take

Most Merchant Center product disapprovals are data problems with simple fixes: match prices and stock to your site, use real identifiers, clean up images, set shipping costs and keep product URLs working. Work from the Needs attention tab and fix the source of each error.

Policy problems such as misrepresentation need more care, because review chances are limited. Fix your site’s transparency first, then request a review once. If you want help keeping your feed clean and your Shopping campaigns running, our performance marketing services can take it on.

Sources

• Google Merchant Center Help: Issues in Merchant Center
• Google Merchant Center Help: Request a review of your issues
• Google Merchant Center Help: Account-level enforcement for policy violations
• Google Merchant Center Help: How to fix: Automatic updates: Mismatched price
• Google Merchant Center Help: Allow Merchant Center to update product information automatically
• Google Merchant Center Help: Product data specification
• Google Merchant Center Help: How to fix missing or incorrect GTIN
• Google Merchant Center Help: GTIN [gtin]
• Google Merchant Center Help: How to fix: Incorrect GTIN
• Google Merchant Center Help: Image link [image_link]
• Google Merchant Center Help: How to fix: image contains text
• Google Merchant Center Help: How to fix missing shipping costs
• Google Merchant Center Help: Set up your return policies for Shopping ads and free listings
• Google Merchant Center Help: How to fix: Product page unavailable
• Google Merchant Center Help: Misrepresentation policy
• Google Merchant Center Help: Clarifying Misrepresentation policy for Shopping ads and free listings
• Google Merchant Center Help: Shopping ads policies
• Google Merchant Center Help: Onboarding guide
• Shopify Help Center: Set up the Google & YouTube channel
• WooCommerce.com: Google for WooCommerce reviews and approvals
• WooCommerce.com: Google for WooCommerce attribute mapping
• WooCommerce.com: Google for WooCommerce GTIN
• WordPress.org: Google for WooCommerce plugin page and changelog

About the author

Jaykishan Panchal

Founder & CEO, TechCognate · SEO Strategist & WordPress Expert

Jaykishan Panchal is the founder of TechCognate and an SEO strategist with 15+ years of hands-on experience driving organic growth for businesses worldwide. He specialises in technical SEO, content strategy and GEO (Generative Engine Optimisation), helping brands stay visible in both traditional search and AI-driven discovery.

• Technical SEO
• Content Strategy
• AI & GEO
• Google Ads
• E-Commerce SEO

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