Contents of the case
Initial data
Issues and Strategy
The project went through three stages of rejection by Google, which required phased adjustments to the site:
- misleading content—a standard initial ban;
- low-quality site—issues with technical parameters and content;
- adult content—a final review for compliance with specific niche policies.
Challenges
- Strictness of the niche. Google requires that adult content not be accessible to accidental users or minors.
- Technical requirements. The need for clear business identification and full transparency of payment/delivery terms.
- Visual content. Risk of blocking due to overly explicit images or product names.
Strategy
Step-by-step “cleanup” of the site to eliminate critical errors and implement mandatory elements for the adult industry. The principle of “slow and steady wins the race”: each appeal was submitted only after a thorough audit of previous rejections.
What has been done
Legal and Content Transparency
- The footer includes the sole proprietor’s full business details, physical address, and current contact information, which match the data in Merchant Center.
- The “Payment and Shipping” and “Returns” pages have been completely rewritten. Emphasis is placed on anonymous packaging (important for this niche) while complying with the law.
Technical Implementations (18+)
- A mandatory age verification window has been set up upon entering the site.
- We reviewed product titles and descriptions—removing overly explicit language that triggered safe search algorithms.
- We replaced or retouched images that could be classified as “inappropriate content.”
Merchant Center and feed configuration
- Each product in the feed was assigned the correct tag “adult: true” so that Google clearly understands the category and does not flag the site as attempting to circumvent the system.
- All discrepancies in payment methods and delivery terms between the site and the account dashboard have been corrected.
Results
After the fifth appeal attempt, the account received “Approved” status. It successfully passed a manual review by a moderator. The products are now eligible to appear on Google Shopping (subject to niche restrictions).
Unblocking in the 18+ niche is not a sprint, but a marathon. When Google “shifts” the reasons for blocking from one to another, it’s important not to give up, but to methodically address each requirement. Success came precisely from the synergy between Horoshop’s technical settings and the legal compliance of the content.