When do I mark a Google Shopping product as adult?
Direct answerSet the adult attribute to yes when that product contains nudity, sexually suggestive content, or is intended to enhance sexual activity. Google’s adult attribute, reviewed October 30, 2026, is how Merchant Center tells those products from the rest of the catalog. It is not the age of the shopper the shoe was sized for.
One product, or the whole account
Google says it needs the label so it can show legally compliant results. If the business is not adult-oriented and one product is, mark that product. If the website is generally for an adult audience and contains adult-oriented content, with or without nudity, use the account setting: Settings, Business info, Edit business details, then the Adult content box.
The accepted values are yes, true, no, and false. Google disapproves the product when the minimum requirements are missed:
- Submit yes or no when you submit the attribute. You do not have to submit no for a product that is not adult.
- Do not show adult-oriented products on the landing page of a product that is not adult. If the pages cannot be separated, mark the site or those products as adult.
What an ad for sexual content can say is the sexual content policy. This page is the product flag in the feed. Shoe sizing stays on age group. Alcohol stays on the alcohol rules and the product category, not this flag.
Bundles
If any product in a bundle you defined is adult, set adult to yes for the whole bundle. How that pack is marked as a bundle is the bundle attribute.
This attribute page does not print a 7-day suspension warning.
Sources
Reviewed October 30, 2026. Policies change. This is not legal advice.
Frequently asked questions
The shoes are adult-sized. Do I set adult to yes?
No. Google says not to use this attribute for age. Adult-sized shoes use the age group value adult. Alcohol is also not this attribute. Alcohol uses the Google product category.
Do I have to submit adult set to no on every ordinary product?
No. If you omit the attribute, and the account is not set as adult, Google assumes the product is not adult. Submit yes or true when the individual product is adult. The values no and false are also accepted.
The whole store is adult-oriented. Do I flag every SKU?
Google says to use the account setting instead. In Merchant Center, open Settings, Business info, Edit business details, and check Adult content. An individual adult product on a store that is not generally adult still needs the attribute on that product.
Check the product page before you set the flag
LaunchGuarding can scan the landing page for adult-oriented content on a product that is not marked that way.