Google recently announced significant updates to its Google Business Profile (GBP) policies regarding age-restricted products. This change is designed to align with legal standards and enhance user safety. Businesses offering products or services that are age-restricted—such as alcohol, tobacco, or adult content—must adhere to new guidelines to maintain their profiles’ visibility and compliance.
In this article, we’ll break down the new policies, their implications, and best practices for businesses to effectively manage their Google Business Profiles in light of these changes.
What Are Age-Restricted Products?
Age-restricted products refer to goods or services that are legally accessible only to customers of a certain age, typically 18 or 21 years and older. These products include:
- Alcoholic beverages
- Tobacco and vape products
- Firearms
- Cannabis-related items (where legal)
- Adult content
Google’s updated policy ensures these products are marketed responsibly, in compliance with local regulations, and appropriately restricted to intended audiences.
Key Updates to Google Business Profile Policies
- Age-Restricted Content Visibility
Businesses offering age-restricted products will now have their GBP visibility managed differently. Users will see content tailored to ensure only eligible audiences can interact with these profiles. - Additional Verification Steps
Google mandates businesses dealing in age-restricted goods to complete additional verification processes. This ensures the company is authorized to sell such products and complies with local and national laws. - Updated Content Guidelines
Google now has stricter content policies for GBP posts and descriptions. Businesses are prohibited from promoting:- Offers or discounts that could incentivize underage audiences.
- Misleading information about age restrictions.
- Limited Ad and Search Visibility
Age-restricted products will have limited exposure in search results and ad placements. Businesses must adjust their strategies to ensure organic visibility aligns with Google’s new framework.
How Businesses Can Stay Compliant
- Update Your Profile Information
- Clearly list the age restrictions on your GBP description.
- Use precise, factual language to avoid confusion.
- Regularly audit and update your GBP to ensure compliance with Google’s evolving policies.
- Verify Business Credentials
- Complete Google’s verification process promptly.
- Provide necessary documentation to confirm compliance with local laws.
- Leverage Targeted Marketing
- Focus on audience segmentation tools to reach only eligible users.
- Use age-gating mechanisms on your website and linked platforms.
- Optimize for Local SEO
- Include relevant keywords in your profile, such as “[Your Product] near me for adults.”
- Optimize GBP categories and attributes to align with the updated policies.
- Stay Informed
- Monitor Google’s updates regularly to adapt to changes in guidelines.
- Join industry forums or groups to share knowledge and experiences.
The Impact on Businesses
These updates may reduce the visibility of businesses offering age-restricted products. However, they also create opportunities for ethical businesses to stand out by ensuring compliance. Google’s focus on user safety and transparency will likely build trust among consumers, especially those concerned with responsible marketing practices.
Conclusion
Google’s update to its Business Profile policies represents a step toward creating a safer and more transparent online environment. While it may present challenges for businesses dealing in age-restricted products, adhering to these new guidelines ensures long-term visibility and trustworthiness.
By staying proactive and embracing best practices, businesses can effectively navigate this policy change while maintaining their relevance in local search results.
