Google expands Shopping promotion rules ahead of 2026
Google’s 2026 Shopping policy updates give advertisers more flexibility to promote subscriptions, modern offers, and localized payment incentives.
Google is broadening what counts as an eligible promotion in Shopping, giving merchants more flexibility heading into next year.
Driving the news. Google is update its Shopping promotion policies to support additional promotion types, including subscription discounts, common promo abbreviations, and — in Brazil — payment-method-based offers.
Why we care. Promotions are a key lever for visibility and conversion in Shopping results. These changes unlock more promotion formats that reflect how consumers actually buy today, especially subscriptions and cashback offers. Greater flexibility in promotion types and language reduces disapprovals and makes Shopping ads more competitive at key decision moments.
For retailers relying on subscriptions or local payment incentives, this update creates new ways to drive visibility and conversion on Google Shopping.
What’s changing. Google will now allow promotions tied to subscription fees, including free trials and percent- or amount-off discounts. Merchants can set these up by selecting “Subscribe and save” in Merchant Center or by using the subscribe_and_save redemption restriction in promotion feeds. Examples include a free first month on a premium subscription or a steep discount for the first few billing cycles.
Google is also loosening restrictions on language. Common promotional abbreviations like BOGO, B1G1, MRP and MSRP are now supported, making it easier for retailers to mirror real-world retail messaging without risking disapproval.
In Brazil only, Google will now support promotions that require a specific payment method, including cashback offers tied to digital wallets. Merchants must select “Forms of payment” in Merchant Center or use the forms_of_payment redemption restriction. Google says there are no immediate plans to expand this change to other markets.
Between the lines. These updates signal Google’s intent to better align Shopping promotions with modern retail models — especially subscriptions and localized payment behaviors — while reducing friction for merchants.
The bottom line. By expanding eligible promotion types, Google is giving advertisers more room to compete on value, not just price, when Shopping policies update in January 2026.
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