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Fix “Untrusted website” on Google Merchant Center

Google's safe-browsing classifiers flagged the site as untrusted. Could be reputation issues, missing trust signals, or technical security gaps. Affects all listings until resolved.

What you see in Google Merchant Center:

Untrusted website

API identifier: untrusted_website

Safe-browsing classifier flagged the site. Reputation issues, missing trust signals, or technical security gaps.

Verify SSL is valid. Add visible trust signals (contact info, returns policy, privacy policy). New domains take 3-6 months to develop trust; patience matters.

Top causes

  • 1

    Missing or invalid SSL certificate

  • 2

    Newly-registered domain without reputation history

  • 3

    Contact info or business address not findable on the site

  • 4

    Customer reviews on third-party sites raising red flags

How to fix it

  1. 1

    Verify SSL is valid

    Visit your site in incognito. Check the lock icon. Any HTTPS warnings need fixing first.

  2. 2

    Add trust signals

    Clear contact information, returns policy, privacy policy, address all visible from any product page.

  3. 3

    Wait for reputation to build

    New domains take 3-6 months to develop trust signals. Patience matters.

  4. 4

    Appeal if you believe flagged in error

    Account Quality → Request review with documentation of legitimacy.

Related issues

Google Merchant Center

Account quality warning

Account-level warning that indicates accumulating issues. Not suspension yet, but the threshold for suspension is being approached. Common precursor to harder enforcement.

Read more
Google Merchant Center

Account suspended

Severe account-level disapproval. The entire Merchant Center account is suspended — no items can serve regardless of their individual status. Typically triggered by repeated or serious policy violations.

Read more

Related fields

link

FAQ

What's the fastest way to build trust?

Customer reviews on third-party sites (Trustpilot, Google reviews), real contact info, real address, real returns policy. These are the signals Google's classifier weighs.

Last reviewed: 26 May 2026

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