Google has updated the language in its Google Business Profile identity change policy. The new version is much more detailed. It gives businesses a clearer idea of what Google considers an unacceptable identity change.
Previously, the policy used much shorter wording. According to the archived version of the page, Google said:
“Merchants must accurately represent their business identity. Edits that significantly change business identity will be rejected. For more details, review the Misrepresentation policy.”
Now, Google has expanded that section and made its meaning much more specific. The updated wording says that merchants must accurately represent their business identity, and that edits trying to significantly change the nature of a business are often seen as fraudulent or as a sign that the listing should be removed.
In addition, Google explained that it may reject certain edits to keep Search and Maps accurate. This can include major changes to a business name or category.
Google also made another important point. If a completely different business is now operating at the same location, or if the business has changed in a major way, the old profile should be marked as permanently closed instead of being renamed. For more information, Google points users to its misrepresentation policy.
This update matters because it gives stronger guidance on how Google wants business listings to be managed. It also helps prevent situations where a business tries to keep old reviews and ratings that no longer match the actual business operating at that location.
Hiroko Imai, who noticed the change, shared her thoughts in a LinkedIn post. She wrote that Google’s biggest concern seems to be businesses using past positive reviews and star ratings from completely different businesses. She also said that making this clearer in the policy is important for improving transparency in Google Maps.
At the moment, this change appears to be more about clarifying Google’s position than introducing a completely new rule. Still, the updated language gives business owners, local SEO professionals, and agencies a better understanding of how identity-related edits may be reviewed in Google Business Profile.
You can also find discussion about this update on LinkedIn.
