The return policy is one of the five most scrutinized elements by Google Merchant Center when evaluating a merchant's compliance. It is checked across three surfaces simultaneously: your dedicated page, your terms and conditions, and your GMC account configuration. Any inconsistency between these three sources is a direct cause of Misrepresentation suspension.
Google checks your return policy in four distinct ways, and each one can independently trigger a suspension.
Check 1 — NLP scan of your page: Google scans the content of your return policy page with natural language processing to extract key information: return window, procedure, address, fees, refund. If these elements are absent or worded too vaguely to be extracted, this is a negative signal.
Check 2 — Comparison with GMC configuration: Google compares the information extracted from your site with what is configured in your Merchant Center account. A 30-day window on your site but 14 days in GMC — or the reverse — is a directly detectable inconsistency.
Check 3 — Behavioural signals: Google analyzes customer reviews (particularly mentions of return difficulties), dispute rates from Stripe/PayPal associated with your domain. A policy that is displayed but not applied generates negative signals over time.
Check 4 — Accessibility: The policy must be accessible from all pages of your site, not only from the checkout. A footer link is the minimum requirement.
In addition to EU legal obligations, Google imposes its own quality criteria for return policies. Google requires that your return policy:
The EU Directive 2011/83/EU on consumer rights is the legal reference framework for e-commerce returns in Europe. The fundamental obligations for distance selling: a minimum withdrawal period of 14 calendar days; no justification required; standardized EU withdrawal form available; refund within 14 days of receiving notice of withdrawal, using the same payment method; return costs borne by the merchant if not communicated before purchase.
| Country | Minimum period | Specific requirements | Restocking fees |
|---|---|---|---|
| France | 14 calendar days | Consumer Code Art. L221-18. Standardized withdrawal form recommended. Mandatory consumer mediation since 2016. | Prohibited for returns within legal timeframe |
| Germany | 14 calendar days | Widerrufsbelehrung (withdrawal notice) is mandatory and must follow the exact statutory model. Wording must be precise — courts sanction inaccurate formulations. | Prohibited for returns within legal timeframe |
| Italy | 14 calendar days | Codice del Consumo (D. Lgs. 206/2005). Extended to 12 months if the information was not provided. | Prohibited for returns within legal timeframe |
| Spain | 14 calendar days | Ley General para la Defensa de los Consumidores y Usuarios. Refund within 14 days. | Prohibited for returns within legal timeframe |
A return policy compliant with both EU legal requirements and Google's requirements must contain these eight elements:
In GMC, go to Business information > Shipping and returns > Return policies tab. Click Add a return policy. Name the policy (e.g., EU Policy 14 days). Select the countries it applies to. Set the return window (minimum 14 days) in days from the delivery date. The number of days configured in GMC must be identical to what is displayed on your site.
Error 1 — Policy only in the T&Cs: Having a return policy exclusively embedded in a lengthy T&Cs document is not sufficient. Google expects a dedicated page, directly accessible from the footer.
Error 2 — Vague formulations: We accept returns within a reasonable period or Contact us for any return request do not meet Google's requirements.
Error 3 — Return address different from business address: If your return address is a logistics warehouse different from your declared business address in GMC, state this explicitly.
Error 4 — Inconsistency between the return page and the T&Cs: If you mention 14 days on your return policy page but 30 days in your T&Cs, this is an internal inconsistency that Google detects.
Error 5 — Forgetting to update GMC after changing your site: You update your policy on your site but forget to update the configuration in GMC. Result: inconsistency detected by Google's cross-validation, potential suspension.
Right of Withdrawal
In accordance with EU Directive 2011/83/EU on consumer rights, you have a period of 14 calendar days from receipt of your order to exercise your right of withdrawal, without giving any reason and without incurring any penalty.
How to exercise this right: Inform us of your decision by email at returns@your-store.com or via the withdrawal form available below, before the 14-day period expires.
Returning the product: After notifying us of your withdrawal decision, return the item(s) in their original packaging, unused and with all tags attached, within 14 days to: [Your Company Name], [Full address], [Postcode City], [Country].
Return costs: Return shipping costs are your responsibility and are estimated at approximately 5 to 8 euros depending on the carrier chosen.
Refund: We will process a full refund of your order (excluding return shipping costs) within 14 days of receiving the returned parcel or proof of dispatch. The refund will be made using the same payment method as your original purchase.
Exceptions to the right of withdrawal: In accordance with applicable EU law, the right of withdrawal does not apply to customized products, perishable goods, unsealed software, and intimate hygiene products.
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