Google clarifies brand usage in Shopping product titles

Google modified its product title policy for Merchant Center on October 3, 2025, introducing specific restrictions on how merchants handle brand names in the short_title attribute. The update clarifies that resellers must use the original manufacturer's brand name rather than their own company name when listing products they did not manufacture.

Emmanuel Flossie, a Google Shopping Specialist and Google Ads Diamond Product Expert, first documented the policy change through social media and a detailed analysis published on the FeedArmy website. The modification addresses confusion around brand attribution in product listings, particularly for resellers attempting to substitute their own company names for manufacturer brands.

The updated policy emphasizes that merchants can only use their own brand name or company name in the short_title attribute when they are the actual manufacturer of the product. For products they don't manufacture, merchants must use the original manufacturer's brand name. This clarification prevents resellers from misrepresenting product origins or creating brand confusion in Shopping listings.

The policy language now explicitly states that merchants cannot insert their own company name as a brand unless they truly are the manufacturer. This represents a shift from previous guidance that simply recommended adding brand names when they served as differentiating factors across multi-brand inventories.

The short_title attribute functions as a condensed version of the standard title field, used specifically for Demand Gen ads. While the modification primarily affects this attribute, the underlying principle applies broadly to how merchants should handle brand information across their product data feeds. The brand attribute itself remains required in product data feeds, and merchants must continue supplying accurate brand information through that dedicated field.

For manufacturers, the situation remains relatively straightforward. When a manufacturer sells their own products, their store name typically matches the brand, and the brand already appears visibly in Shopping listings. Flossie recommends that manufacturers consider placing brand names at the end of titles rather than the beginning, allowing the most relevant search keywords to appear first. This adjustment can improve performance since users scanning results focus first on product details rather than brand names.

Resellers face more specific requirements under the updated policy. These merchants will naturally continue including manufacturer brand names in product titles, as shoppers searching for specific products expect to see the manufacturer's brand. Listings that omit expected brand information may not align well with search intent, potentially reducing visibility and click-through rates.

The policy modification addresses a practice where some resellers attempted to increase their own brand visibility by using their company name instead of the manufacturer's brand in product listings. This approach created confusion about product origins and potentially misled shoppers about who actually made the products they were viewing.

Best practices documentation continues to emphasize using keywords effectively within the 150-character title limit. The guidance lists product name and specific product area details as examples of useful keywords, without explicit mention of brand as a recommended element in the way previous versions did. This shift reflects the platform's move toward treating brand information through dedicated attributes rather than as a general title keyword.

The modification comes as Merchant Center undergoes broader changes to its underlying infrastructure. The launch of Merchant API in August 2025 established a new primary tool for programmatic access to Merchant Center accounts, with the existing Content API for Shopping scheduled for shutdown on August 18, 2026. These technical transitions support strategic objectives including AI integration and omnichannel retail capabilities.

Product data specification updates announced in April 2025 included the introduction of the structured_title attribute for AI-generated product titles. That attribute requires specific disclosure when generative AI creates title content, using sub-attributes for digital source type and content. The April updates also modified how merchants handle installment pricing, energy efficiency information, and shipping attributes.

The short_title clarification fits within a pattern of Merchant Center policy refinements aimed at improving data accuracy and reducing misleading information in Shopping listings. Previous updates addressed member pricing restrictions, sales tax requirements, and certification attributes for energy efficiency labels. Each modification targeted specific areas where merchant practices created confusion or inconsistency in the shopping experience.

Technical documentation for the title attribute continues to specify format requirements across different feed types. Text feeds require simple string format, while XML feeds use specific tag structures. The structured_title attribute introduced for AI-generated content uses sub-attributes for digital source type and content, with values indicating whether generative AI created the title text.

The platform maintains requirements that all title text must be relevant and describe the product shown on landing pages. Merchants must distinguish between variants by adding details such as color, size, or age group to titles. The system enforces character limits of 1-150 characters, automatically truncating titles that exceed the maximum length.

Documentation continues to prohibit promotional text, foreign language terms without clear understanding, capital letters for emphasis, and excessive white space in titles. These restrictions remain unchanged despite the brand-specific clarification. Requirements for AI-generated titles to use the structured_title attribute with appropriate digital source type indicators also persist.

The timing of this clarification aligns with peak season preparation for many advertisers. Merchants preparing product feeds for the holiday shopping period must ensure their title practices comply with the updated guidance. Incorrect brand attribution could result in product disapprovals or reduced visibility during the crucial fourth-quarter selling season.

Brand profile management tools launched earlier in 2025 enable eligible retailers to claim and manage brand profiles directly through Search and Merchant Center platforms. These profiles display business descriptions, images, shipping information, and promotions prominently in Search results. The combination of stricter brand attribution requirements in product feeds and enhanced brand profile capabilities suggests a coordinated effort to improve brand representation across Shopping surfaces.

The policy adjustment leaves merchants with clear guidance: manufacturers can use their own brand names in the short_title attribute, while resellers must use the original manufacturer's brand name. This binary distinction eliminates ambiguity about appropriate brand usage in product listings.

Industry observers note the change may signal broader shifts in how Shopping displays brand information. The removal of general brand recommendations from title best practices, combined with new restrictions on short_title usage, could indicate plans for new methods of presenting brand data within listings. These might include enhanced brand annotations or dedicated brand indicators separate from title text.

For marketing professionals managing product feeds, the update requires review of title formatting practices, particularly for businesses that resell products from multiple manufacturers. Feeds must accurately reflect manufacturer brands rather than retailer names, ensuring compliance with the updated policy. Automated feed management systems may require configuration changes to properly handle brand information under the new guidelines.

The modification affects all merchants using Merchant Center globally, impacting Shopping ads and free listings across all markets where the platform operates. The policy documentation is accessible through the Merchant Center Help Center, with the October 3 update reflected in current guidance materials.

Documentation maintains a strong focus on data accuracy and compliance, outlining processes for website claiming and verification. These procedures ensure that only authorized merchants can manage product information for specific websites. The brand clarification extends this emphasis on accuracy to how products are attributed to their actual manufacturers.

Merchants selling their own manufactured products alongside resold items from other brands must maintain careful distinction in how they handle brand information across their product catalogs. Each product requires appropriate brand attribution based on who actually manufactured it, regardless of who sells it through Shopping listings.

The updated policy represents a technical clarification rather than a fundamental change to how most merchants should handle brand information. Resellers already including manufacturer brands in titles will see no impact. Manufacturers already using their own brand names appropriately will continue those practices. The primary impact falls on any merchants who had been substituting their own company names for manufacturer brands inappropriately.

Timeline

• December 23, 2024: Google releases glossary for Merchant Center Next platform with operational terminology
• April 8, 2025: Google announces product data specification updates including structured_title attribute
• May 29, 2025: Google launches brand profile management tools for select retailers
• August 20, 2025: Google announces Merchant API general availability with Product Studio features
• October 3, 2025: Google clarifies brand name usage restrictions in short_title attribute for Merchant Center

Summary

Who: Google modified its Merchant Center product title policy affecting all merchants and advertisers using the platform for Shopping ads and free listings. Emmanuel Flossie, a Google Shopping Specialist and Google Ads Diamond Product Expert, first documented and analyzed the change.

What: The policy clarification establishes that merchants can only use their own brand name or company name in the short_title attribute when they are the actual manufacturer of the product. For products merchants don't manufacture, they must use the original manufacturer's brand name. This prevents resellers from substituting their own company names for manufacturer brands in product listings.

When: The policy clarification occurred on October 3, 2025, with documentation updated on that date and industry analysis published through FeedArmy the same day.

Where: The modification affects Merchant Center globally, impacting all markets where the platform operates. The policy documentation is accessible through the Google Merchant Center Help Center.

Why: The policy change matters for the marketing community because it establishes clear rules about brand attribution in product listings, preventing misleading information about product origins. The clarification addresses confusion about when merchants can use their own company names versus manufacturer brands, ensuring shoppers see accurate brand information in Shopping results. While the practical impact is limited for merchants already following appropriate brand attribution practices, the update reinforces broader platform objectives around data accuracy and proper product representation. The timing alongside other Merchant Center infrastructure changes suggests coordination toward more structured, automated approaches to brand information display.