As of April 2025, Google has rolled out important updates to its Merchant Center policies affecting the Energy Efficiency Class and the newly introduced Certification attribute. These changes impact how merchants must present energy-related product data, especially for advertisers targeting specific regions such as the European Union (EU), United Kingdom (UK), Switzerland, and Norway.
What’s Changed?
Google has split the responsibility for displaying energy efficiency data into two distinct attributes based on geographic targeting:
1. Energy Efficiency Class
Previously required for products targeting the EU and Switzerland, the energy_efficiency_class attribute is now only mandatory for products targeting:
- Switzerland
- Norway
- United Kingdom
This change means that EU-based merchants no longer need to use this attribute unless they also sell to one of the three countries listed above.
Why the change? Google has restructured this requirement due to regional legal obligations and the rollout of a more automated and unified solution: the certification attribute.
2. Certification Attribute (New)
The new certification attribute is now required for products targeting:
- European Union (EU)
- European Free Trade Association (EFTA)
- United Kingdom (UK)
This attribute enables Google to automatically fetch and display the correct graphical energy efficiency label, including:
- Rescaled and non-rescaled products
- Products with valid GTIN (Global Trade Item Number) and brand values
If these identifiers are missing, the automation will not work, and you will need to manuall add the certification attribute. Google fetches energy label data from official sources like EPREL (European Product Database for Energy Labelling), meaning less manual effort for merchants—if your data is correct.
Important Country-Specific Requirements
- Germany: Merchants must display CO₂ emissions class for new vehicles
- France: CO₂ emissions class display is optional
- Other Markets: Not explicitly mentioned, so emission class is not required
What Merchants Need To Do
If you’re a merchant advertising in Europe, here’s how to stay compliant:
✅ For Switzerland, Norway, and UK:
Continue to use the energy_efficiency_class attribute.
✅ For EU and UK:
Use the certification attribute and ensure your product feed includes brand and GTIN.
✅ For CO₂ data (Germany/France):
Review local legal requirements and include emissions class if applicable.