Missing Return Policy
Google requires every merchant running Shopping ads to have a publicly accessible return policy page that Google's crawler can read. This isn't optional — it's a core part of Google's buyer protection framework. Your return policy page must be reachable from your website (not just buried in a footer), must describe your return window and conditions, and must match the return_policy_label attribute in your feed if you submit one. Google's crawler actively verifies this page exists and is readable.
Missing return policy [return_policy_url]Impact: A missing or inaccessible return policy causes account-level issues and item disapprovals. Since Google's 2023 shopping policy update, a clearly accessible return policy is required for all merchants running Shopping ads. Products on accounts without a verifiable return policy are flagged for disapproval.
Root Causes
- 1Your store has no return policy page at all — common for newer stores or dropshippers who forgot to add one.
- 2A return policy page exists but is behind a login, requires JavaScript to render, or is blocked by robots.txt — Google's crawler can't read it.
- 3Your return policy page is a PDF, image, or format that Google's text crawler can't parse — policy text must be in readable HTML.
- 4Your footer link to the return policy leads to a 404 page (URL changed, page deleted, or a slug typo).
- 5The return policy is embedded inside a 'Terms & Conditions' page without a separate accessible URL — Google looks for a dedicated return policy URL, not a buried section.
Fix by Platform
- 1Shopify has a built-in 'Refund policy' page. Go to Settings → Policies → Refund policy. Write your return policy here and save. Shopify generates a page at yourstore.com/policies/refund-policy.
- 2Verify the URL works: open yourstore.com/policies/refund-policy in an incognito window (not logged into Shopify). It should render as a readable HTML page.
- 3Add a visible link in your footer: Online Store → Navigation → Footer menu → add a link to 'Policies / Refund Policy'.
- 4In Merchant Center: go to Shipping and returns → Return policies → Create a return policy. Google recommends submitting your policy here too so it surfaces in product listings.
- 5Avoid linking to a downloadable PDF. The policy must be HTML text that Google's crawler can read.
When This Doesn't Apply
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Frequently Asked Questions
What exactly must my return policy include?+
Google doesn't mandate specific language, but your policy should cover: (1) return window — how many days after purchase; (2) condition requirements — new/unused/sealed; (3) who pays return shipping; (4) how refunds are issued — original payment method, store credit; (5) exceptions — what items can't be returned (undergarments, customized items, etc.). A policy that says only 'No returns' is technically valid, but it will hurt conversions significantly.
Can I link to a third-party marketplace return policy instead of writing my own?+
No. Your return policy must be on your own domain. Linking to Amazon's, Shopify's, or a third-party marketplace's return policy is not accepted. Google needs to verify the policy is yours — it should be at a URL on your domain and reference your business name.
I sell from multiple countries with different return laws. Do I need separate policies per country?+
You can have a single policy that addresses country-specific variations (e.g., 'EU customers: 14-day right of withdrawal under EU Consumer Rights Directive'), or you can create separate GMC return policy objects per country in Merchant Center → Shipping and returns. The simplest approach for most stores: one policy page with a section that addresses each major market's requirements.
My GMC account is configured with a return policy in the Return Policies settings, but I'm still getting this error. Why?+
GMC's return policy settings and the actual return policy page on your site are two separate things that both need to exist. Even if you've entered your policy in Merchant Center, Google's crawler also looks for a readable return policy on your website itself. Check that your policy page is publicly accessible, not behind JavaScript, and linked from your site's navigation.