Google aims to curb dishonest pricing in Ads

Google began this week to enforce a new, tougher Google Ads Misrepresentation Policy for both Google Ads and Google Merchant Center.

Change is intended to stop sellers from using dishonest pricing practices, and ensure shoppers see up front clear, accurate costs of products and services offered.

Pricing practices specifically targeted include:

• Bait-and-switch: low price in ads, higher price at cash register
• Price gouging: overcharging buyers who have urgent needs or no other options
• Misleading "free" apps for which buyers have to pay an installation fee
• "Free" trials of undefined duration and/or with hidden charges like undisclosed future automatic billing

Enforcement began Tuesday 28 October 2025 and will be ramping up to full strength within 4 weeks.

Google has announced that Merchant Center users with "compliance gaps" could soon see:

• Product listing disapprovals
• Fewer impressions of Shopping Ads
• Formal account warnings
• Complete suspension (with prior warning)

If your account is suspended, your ads and product listings will stop running until you have resolved with Google whatever issue exists.

The new, stricter policy should level the playing field for honest sellers as well as protecting consumers from predatory pricing - and keep Google's advertising platform credible.