Teeth whitening products policy update (February 2024)
Teeth whitening products with up to 6% hydrogen peroxide or related chemicals are now permitted in the UK. This updates the previous limit of 0.1%. This change affects both Shopping Ads and Free Listings. Google’s goal is to safeguard customers from potentially harmful or ineffective products. Sellers should check their teeth whitening products to ensure they follow the new rules. Please remove any ads or listings in the UK for products exceeding 6% hydrogen peroxide or equivalent chemicals.
Not all merchants follow or know the regulations. Have a look at the screenshot below. Merchants advertise teeth whitening products with 9%, 9.5%, and even 40%+ hydrogen peroxide.
As Google will most likely launch a bot to detect violations, it is important to ensure that when you list hydrogen peroxide, you add the percentage on your website specifications, and if you add this in the data feed product information, add the percentage as well.