Nowadays e-commerce business is growing rapidly. Selling products on platforms like Google and connecting customers through Google Shopping ads is crucial. However, not providing accurate product information or making false claims can result in major financial and reputational damage, including loss of access to the Google Merchant Center. Therefore, traders should be careful to keep product information clear, accurate, and credible. In this article, you will learn how to avoid misrepresentation in Google Merchant Center, understand its risks, and follow best practices to stay compliant.
What is Google Merchant Center and Misrepresentation?
Google Merchant Center is a digital platform of Google where merchants upload their product details. This information is exposed to customers through Google Shopping and other Google services. It is an important medium for any business where product presentation is essential.
Misrepresentation means providing incorrect or false information about a product’s description, features, price or terms that misleads the customer. Google is very strict about providing such information. If a company provides false or misleading information, Google may cancel its ad or product listing and face large fines or suspension of its GMC account.
Why is it important to avoid misrepresentation?
- Penalties and bans from Google: Providing false information can lead to cancellation or suspension of accounts in Google Merchant Center, which greatly harms the business.
- Loss of customer trust: False and exaggerated claims leave customers disappointed, and they will not consider your product in the future.
- Legal risk: False advertising can lead to legal charges and fines or lawsuits in many countries.
- Deterioration of Brand Reputation: In the long run the brand image of the business is damaged which is difficult to recover.
How to present new products to customers without exaggeration?
When introducing a new product to the market, it is very important to present it accurately and honestly. Making excessive claims or giving false information also creates legal risks including loss of trust from the customer. If the product is presented in accordance with the following key points, the customer will be satisfied, and the business will have a good reputation.
Give true and factual information
Present the product’s greatest features and benefits to the customer in clear and simple terms. It also tells what problem the product will solve or how it will be helpful in the customer’s daily life. Avoid making exaggerated claims or misleading information when crafting sales messages. This builds trust in the customer, and they get the right impression.
Clarify limitations
If a product has any limitations or terms of use, make sure it is clearly displayed to the customer. As a result, the customer receives the product with the right expectations and is less likely to be disappointed later. For example, disclose if the product’s performance is dependent on specific timing or usage patterns.
Speak in the language of customer needs
Express the product’s features and benefits in simple, clear and customer-oriented language. Avoid using complex or technical words so that the customer can easily understand how the product will benefit his life. Using simple and heartfelt language builds a connection with the customer.
Provide evidence and information
If possible, add scientific research, third-party opinions or thorough customer reviews to support product claims. Such information increases the credibility of the product and provides a factual basis rather than overly unrealistic claims. This assures the customer that the product really works.
Show video or prototype
Demonstrate the product’s usage process and functionality through images or demo videos. This makes the utility of the product clear to the customer and reduces the scope for misunderstanding. It facilitates customer decision-making.
Exclude permission
Never use big words like ‘best’, ‘top’, ‘guaranteed’, etc. unless it is proven. Impolite or exaggerated language can be confusing to the customer and has the potential to create a negative reaction to the business.
Be careful when answering customer questions
Answer any customer questions about product capabilities and limitations honestly and clearly. Such answers build trust among customers and build the foundation for long-term relationships. Vague or misleading answers can damage your brand reputation.
Common mistake that traders make is misrepresentation
Most traders unknowingly make some common mistakes that create problems for them later. Some of the main causes of misrepresentation or false claims are these errors:
- Greenwashing: Showing additional benefits by claiming to be eco-friendly, which is not true in reality. For example, if a product is said to be ‘100% eco-friendly’, it must have scientific proof.
- Unscientific Health Claims: For example, making claims that a food improves brain power or prevents disease without scientific basis.
- Fact-Based Advertising Research: Lack of reliable and independent research evidence when making claims that products last longer or are more effective.
- Displaying objectionable images or shapes: Advertisements show products larger than actual size or exaggerate their benefits.
How to verify ads are not false or misleading?
For an advertisement to be clear, accurate and believable to the consumer, the following guidelines should be followed:
Verify that all claims are correct:
Before running an ad, verify all information based on the ad, such as scientific research, license credentials or transparent customer reviews. Correct the claims if the information is not 100% correct.
Use clear and objective language:
Avoid unsubstantiated terms like ‘best’, ‘guaranteed’, ‘highly effective’ etc. Describe the product’s features and benefits in clear, transparent and straightforward language.
Clarify limitations or conditions:
If there are terms of use of the product, period of performance or any conditions, clearly state them in Bengali so as not to confuse the customer.
Comply with legal and policy:
Regularly monitor and comply with local laws and advertising policies of all platforms, including Google, to ensure that no laws are violated.
Take external reviews:
Regularly review ads with lawyers, advertising experts or related experts and correct errors quickly.
Be sure about customer attitude:
Conduct a focus group or small survey to see if your ad really conveys what consumers expect.
Verbal Completeness vs Misrepresentation in Legal Matters
- Puffery (Exaggeration): Some general comments on product qualities for marketing, which do not need to be proven. Like ‘best coffee in town’. It is not subject to legal action because it does not fully trust the customer.
- Misrepresentation: When the merchant gains the trust of the customer by giving false or fabricated information. Claims such as ‘our products are 100% natural’ when they are not or ‘only our products work’ can be legally enforceable if not proven.
How can small businesses avoid misrepresentation lawsuits?
There are many lawsuits to avoid this misrepresentation. But if you follow this rule below you can avoid this issues:
- Keep proper proof of all claims and don’t give false information in advertising.
- Reach out to customers by clarifying product limitations and conditions.
- Keep records of any changes to advertising, contracts and products.
- Train employees to follow the rules and act with integrity.
- Conduct regular media reviews with third-party lawyers or experts.
- Take necessary insurance to reduce business risks.
- Verify the integrity of suppliers and partners to ensure they do not make false claims.
Advanced AI tools to Avoid Misrepresentation in Google Merchant Center
There is now some advanced AI software that can automatically scan ads or content to identify potential false or exaggerated claims. Some popular tools are:
- AdCreative.ai: Identifies risky ad language and suggests quick topic changes.
- Red Oak Compliance: Improves speed and accuracy of advertising testing.
- Grammarly Business + AI: Detects incorrect or confusing sentences in the language.
- OneTrust: Ensuring consent management and transparency in online advertising.
Using these tools reduces errors and gets ads to the right pitch faster.
If you need more information for your GMC account read our detailed hands-on experience blog:
- How To Set UP a GMC Account – Step-by-Step Guide
- Google Shopping feed optimisation
- Google Shopping Campaign Setup and Profit in 30 Days
Conclusion
Protecting the authenticity and integrity of your products in the Google Merchant Center is key to the long-term success of the business. Gaining customer trust with accurate information is the guarantee of survival in today’s competitive market. False or exaggerated claims can cause major risks and losses to businesses. Clarifying product qualities, providing evidence-based information, and honestly understanding customer needs increases business reputation and regular sales. It is also very important to regularly check and analyze your advertising and product information.
Follow these guidelines to protect the integrity of your business and pave the way for a successful business on Google Merchant Centre.
