Merchants who sell into regulated markets can now send warranty terms to Google for ordinary product listings. Search Engine Land reported on October 16 that Merchant Center’s warranty attribute, previously supported only for vehicle ads in Japan, now covers general products across Shopping ads and the free listings surface.
Google points to Quebec’s Bill 29 as an example of a rule requiring certain warranty information in advertising. Under that law, the warranty period must be given in years. Google’s example is a three-year warranty submitted as 3
. Standard products need both of the attribute’s fields filled in, and months or years are accepted. Eligible vehicle ads keep their own formats, including mileage-based terms.The attribute is generally optional. Whether it becomes mandatory depends on the product and the local disclosure rules. Google has not promised any lift in visibility or performance, so this is a compliance field rather than a growth lever.
Retailers shipping to Quebec should check feeds for warranted goods now, since a missing field could become a disapproval risk.
Search Engine Land, Anu Adegbola, October 16, 2026.
