Google updates Merchant Center for Quebec warranty disclosures

Google has introduced a new warranty attribute to its Merchant Center product data specifications to help retailers comply with Quebec's Bill 29. This provincial law requires merchants selling certain new electronics and household appliances to clearly display the mandatory legal warranty duration near the product price, including within digital advertisements.

While merchants can begin submitting this data immediately, Google indicates that the actual display of warranty information on Shopping ads and free listings is not expected to begin until later in 2026. This creates a period of potential non-compliance for merchants targeting the Quebec market, as the legal obligation to show the 3-to-6-year warranty duration near the price remains in effect regardless of Google's platform update schedule.

Google has explicitly stated that merchants, rather than the platform, are responsible for ensuring compliance with local laws. Experts suggest that retailers should audit their campaigns to ensure consistency between advertisements, prices, and product pages to avoid legal challenges and maintain consumer trust.