Google Ads Counterfeit Goods
Policy Checklist

Search your entire site for: replica, knockoff, clone, faux, fake, mirror image, imitation, inspired by, look-alike, dupe, copy. Remove or rewrite every instance — even inside blog posts, reviews, or old product descriptions.

If Google sees products listed but no way to buy them online, it raises a counterfeit red flag. Every product on your site must have a working Add to Cart or Buy Now button. "Contact us to order" pages are a warning sign to Google.

Do not display another brand's logo on your website unless you are an official, verified authorised reseller. Even using a supplier's logo on your homepage without authorisation can look like brand impersonation to Google.

If your product images show packaging, labels, or tags that closely resemble a well-known brand's style — even if it's your own product — replace those images with clear, original photography that doesn't imitate another brand's look.

Place a visible statement on your homepage or About page such as: "All products sold on this website are 100% authentic and sourced directly from [Brand] or authorised distributors." This gives Google reviewers immediate reassurance.

Your About page should clearly state: your business name, what you sell, how long you've been operating, and where you are based. Vague or missing About pages make it harder for Google to trust you are a legitimate business.

Collect official purchase invoices or supplier invoices that show the product names, quantities, prices, and the supplier's business name. These prove you bought real stock from a real source. Google wants paper trails, not just your word.

If you are selling products under another brand's name — for example, you sell Nike, Gucci, or Samsung products — you must have a letter or agreement from that brand confirming you are an authorised reseller. Without this, Google cannot distinguish you from a counterfeiter.

If the products are your own brand, gather your trademark registration certificate, brand registration, or any official business document that proves this is your original brand and product — not a copy of someone else's.

Take high-quality photographs of your actual products showing: original brand packaging, authentication labels, serial numbers, barcodes, and any official hologram stickers. These can be submitted as supplementary evidence in your appeal.

A real business has a real returns policy. Add a clear, specific Returns & Refunds page to your website. This is not directly required by the counterfeit policy, but Google reviewers see its absence as a sign of an untrustworthy operation.

If your ad headline or description includes a brand name you are not authorised to advertise — for example, "Buy Rolex-style watches" or "Like Gucci but affordable" — pause or delete those ads immediately before submitting any appeal.

Phrases like "same as [Brand]," "equivalent to [Brand]," or "matches [Brand] quality" in your ad copy are red flags. Rewrite your ads to focus only on your own product's features without comparing to or referencing other brands.

If you have permission to use a brand's name in your ads (because you're an official reseller), state it clearly. Example: "Official [Brand] Reseller — Authentic Products Only." This distinction matters enormously to Google's reviewers.

The URL shown in your ad must match or be a legitimate subdirectory of your actual website. A mismatch between display URL and actual landing page URL is an automatic policy flag and makes you look like a phishing or impersonation operation.

Log in to Google Merchant Center, go to Products → Diagnostics, and identify all disapproved products. Remove them from your feed entirely. Do not simply edit them — remove and re-upload clean listings once your website has been fixed.

Product titles like "Nike-Style Running Shoes" or "Chanel No.5 Inspired Perfume" will trigger automatic disapproval. Rename products using only your own brand name and descriptive terms. Do not reference other brands in your product titles unless you are an authorised reseller.

Go through every product description in your feed. Remove any reference to competitors' brand names or luxury brand comparisons. Your descriptions should only describe your own product's features, materials, and uses.

If both your Google Ads account and Merchant Center are suspended, you need to submit two separate appeals — one in Google Ads and one inside Merchant Center. They are different systems and a single appeal does not cover both.

Go to transparencyreport.google.com/safe-browsing/search and enter your website URL. If Google has flagged your site for malware or phishing, fix that first — a flagged site will never pass a manual review regardless of your product's authenticity.

A website without HTTPS is an immediate trust failure for Google. Check that your URL starts with https:// and shows a padlock in the browser. If it doesn't, contact your web host to install a free SSL certificate.

Your contact page must have a real email address, a phone number, and ideally a physical business address. Anonymous websites with only a contact form — and no other way to reach the business — are flagged as untrustworthy by Google's reviewers.

A Privacy Policy is expected on all e-commerce websites and is a basic signal of a legitimate, trustworthy operation. It should be linked in your website footer and on any checkout or signup page.

A Terms & Conditions page further establishes that you are a real, operating business with real policies. Include terms of sale, delivery, dispute resolution, and any warranty or guarantee information.

Test your website in Chrome, Safari, Firefox, and Edge. Broken pages, missing images, or pages that don't load properly are automatic disqualifiers in Google's destination policy review — which runs alongside the counterfeit review.

Google only reinstates accounts in compelling circumstances. Submitting an appeal before fixing the problems almost always fails and reduces your chances of future appeals being reviewed. Fix everything first. Then appeal once, thoroughly.

Your appeal should: (1) acknowledge that you understand the policy, (2) explain specifically what was wrong, (3) list every change you made with clear before/after descriptions, and (4) explain why your products are genuine. Be respectful, specific, and factual. No vague promises.

Upload: supplier invoices, authorisation letters, trademark certificates, business registration documents, and product photographs. The more documented evidence you provide, the stronger your appeal. Do not just describe documents — upload them.

Go to support.google.com/google-ads/troubleshooter/7217496 and select "Counterfeit goods." Do not submit appeals by emailing Google support directly or through third-party services claiming to have a back channel to Google — they do not.

Google typically reviews appeals within 3 to 7 business days, but complex cases can take longer. Do not resubmit a new appeal while one is under review — multiple appeals for the same issue reduce your chances of reinstatement significantly.

If your first appeal is rejected, do not send the same appeal again. Google expects new, relevant information in each resubmission. Review what might still be wrong, fix it, then submit again with a clear explanation of the additional changes made.