As of January 2026, Google requires identity verification for all Merchant Center accounts in the EU, UK, US, Canada, and Australia — and if you don’t complete it within 30 days of the request, your products get disapproved. On top of the standard document check, suspended accounts now face a newer video verification: a continuous, unedited 3–5 minute walkthrough of your business. This guide explains exactly what documents you need, how the video verification works, and how to pass on the first try, with 20 questions answered at the end.
What is Merchant Center identity verification?
Identity verification is Google’s process for confirming that a real, legitimate business is behind your Merchant Center account. Google checks three things: that the person running the account represents a real business, that your business location matches official records, and that the Merchant Center account is tied to the same website selling the products. It’s now mandatory in major markets, and it’s a gate you must clear before your products can serve — and often before a suspension review will even proceed.
Who needs to verify, and by when
Verification is required for all merchants in the EU, UK, US, Canada, and Australia as of January 2026, and the clock matters. Once Google requests verification, you have 30 days to complete it; miss that window and your products are disapproved until you finish. Treat a verification request as urgent — gather your documents the day it appears rather than letting the 30 days slip.
What documents you need
You’ll typically need three documents, all clear and unedited. The first is a government-issued photo ID for the account representative. The second is proof of business address dated within the last 90 days — a utility bill, bank statement, or lease. The third is your company registration document. Google shows the exact documents it needs for your account, and images must be legible, uncropped, and unaltered; blurry or edited files are a common rejection reason.
The new video verification (for suspended accounts)
If you request a review after a suspension, Google may require a continuous, unedited video of 3–5 minutes. The video should show the storefront or entrance of your business, areas accessible only to staff such as storage rooms and offices, and — if you sell online with physical stock — how you access that storage plus one to three of your most expensive items with their packaging. The point is to prove a genuine operation exists, so film it in one take, don’t cut or edit, and narrate what the reviewer is seeing.
How to pass verification (step by step)
Pass on the first attempt by making every detail consistent and every document clean. Work through these steps.
- Match your details everywhere first. Make sure your legal business name, address, and contact details are identical across Merchant Center, Google Ads, Google Payments, your website, and your official registration before you submit anything.
- Gather clean documents. Collect a government photo ID, proof of address dated within 90 days, and your company registration — as clear, uncropped, unedited images or PDFs.
- Submit exactly what Google asks for. Open the verification task in Merchant Center and upload the specific documents it lists, not substitutes.
- Prepare the video properly (if required). Record one continuous 3–5 minute clip showing your storefront/entrance, staff-only areas, storage access, and your most expensive items with packaging. No edits, no cuts.
- Verify the website link. Confirm the Merchant Center account is claimed and verified for the exact domain that sells the products.
- Respond within 30 days. Complete every step inside the window to avoid product disapproval.
Why identity verification fails
Most failures come from mismatches and unclear files, not from being a “bad” business. The usual culprits are a business name or address that doesn’t match your registration or your Google Payments profile, an expired or out-of-window proof of address, blurry or edited document images, a video that’s cut or edited, or a Merchant Center account that isn’t verified for the domain actually selling the products. Fix the mismatch at the source rather than resubmitting the same conflicting information.
Frequently asked questions
Is Merchant Center identity verification mandatory in 2026?
Yes. As of January 2026 it’s required for all merchants in the EU, UK, US, Canada, and Australia. You must complete it within 30 days of Google’s request or your products will be disapproved.
What documents do I need for verification?
Typically a government-issued photo ID, proof of business address dated within the last 90 days, and your company registration document. All must be clear, uncropped, and unedited.
How does the new video verification work?
For suspended accounts requesting review, Google may ask for a continuous, unedited 3–5 minute video showing your storefront/entrance, staff-only areas like storage and offices, how you access storage, and one to three of your most expensive items with packaging.
How long do I have to complete verification?
30 days from when Google requests it. After that window, your products are disapproved until you finish, so treat the request as urgent.
Why did my identity verification fail?
Usually a mismatch — your business name or address doesn’t match your registration or Google Payments profile — or an unclear/edited document, an out-of-window proof of address, an edited video, or a domain that isn’t verified for the selling website.
What if I run my store from home with no storefront?
Online and home-based sellers can still verify by showing where stock is stored and how it’s accessed, plus your most expensive items with packaging. Use a real, consistent address that matches your registration and Payments profile.
Does my address have to match official records?
Yes. Your business location must match official records, and the same name and address should appear consistently across Merchant Center, Google Payments, your website, and registration documents.
Can I edit or speed up the verification video?
No. It must be continuous and unedited. Cuts, edits, or sped-up footage are a common reason videos get rejected.
Is identity verification the same as verifying my website?
No — they’re separate. You must both verify and claim your website URL in Merchant Center and complete identity/business verification. For verification to pass, the account must be tied to the same domain selling the products.
Who should be the verified representative?
Someone who genuinely represents the business and whose ID matches the account and registration details. The representative’s identity should align with the business records Google checks.
What counts as valid proof of address?
A document dated within the last 90 days showing your business name and address — commonly a utility bill, bank statement, or lease — clear and unedited.
Will verification fix a misrepresentation suspension by itself?
Not on its own. Verification proves your identity, but a misrepresentation suspension also requires fixing trust issues on your site. Do both: clear verification and fix the underlying policy problems before appealing.
Does verification carry over to Google Ads?
Google Ads has its own advertiser identity verification, but the underlying details should match. Keeping name, address, and representative consistent across Merchant Center, Payments, and Ads avoids cross-product conflicts.
What if my documents are in another language?
Submit the official documents as issued; don’t alter or crop them. If Google needs clarification, follow the in-account instructions rather than editing the files, which would cause rejection.
How long does verification take to review?
It varies, but with the AI-led review process most checks resolve within hours to a few days once you’ve submitted clean, matching documents. Mismatches cause the longest delays.
Can I appeal a failed verification?
You can resubmit after fixing the issue. The key is to correct the actual mismatch or document problem first — resubmitting the same flawed files will fail again.
Do dropshippers have to verify too?
Yes. Every merchant in the covered regions must verify. Dropshippers should ensure their business identity and address are real and consistent, since thin or mismatched identity is a frequent failure point.
What happens if I ignore the verification request?
Your products get disapproved after 30 days and stop serving. The account isn’t necessarily banned, but you can’t run Shopping until you complete verification.
Should I get help with verification?
If your details are tangled across accounts or you’ve already failed once, expert help can pinpoint the mismatch fast. iComchain can align your identity across Merchant Center, Ads, and Payments and prepare a clean submission — message us on WhatsApp at +1 (347) 797-6845.
Verification is one piece of staying compliant. If you’re suspended, also diagnose the real reason with our Merchant Center diagnostic hub and learn how to pass Google’s AI-led review.
Want it handled for you? See our Merchant Center misrepresentation reinstatement service — free 15-minute review, typical reinstatement in 7–14 days.