Google has pulled out a significant update to its Business Profile rules, targeting businesses that sell age-restricted products like alcohol, cannabis, and weapons. The update introduces stricter requirements, mandating a physical storefront for such businesses to maintain their Google Business Profiles.

The Key Update

Businesses associated with age-restricted products can no longer operate solely as service-area businesses (SABs). Google’s updated guidelines explicitly state:

“Businesses associated with products or services that require the customer to be a certain minimum age, like alcohol, cannabis, or weapons, aren’t permitted as service-area businesses without a storefront.”

Two Types of Businesses Defined by Google

1. Service-Area Businesses (SABs):
   • Deliver to customers without maintaining a physical business location.
2. Hybrid Businesses:
   • Operate a physical storefront while also offering delivery or mobile services.

Existing Limitations on Service Areas

While hybrid businesses can maintain delivery options, Google imposes strict rules on service areas, including:

• A maximum of 20 defined service areas per business.
• Service areas must be within approximately 2 hours of driving distance from the business location.
• Boundaries must be specified using cities, postal codes, or geographic regions—not a radius.

Who Is Affected?

This update significantly impacts businesses in the age-restricted product space, including:

• Alcohol delivery services operating without a storefront.
• Cannabis delivery services focused on mobile operations.
• Weapons dealers without physical locations.
• Other age-restricted product vendors relying solely on delivery services.

Why Google Made This Change

The updated policy reflects Google’s commitment to compliance with regulations governing sensitive products. By requiring a physical storefront, the platform aims to:

• Improve oversight of age verification processes.
• Enhance accountability for businesses selling regulated goods.

What This Means for Businesses

New entrants in the cannabis and alcohol delivery space—industries experiencing rapid growth in urban areas—may find themselves rethinking their operational models. Without a physical storefront, these businesses risk losing their visibility on Google’s platform.

Takeaway

For businesses in the age-restricted product market, this change is a clear signal: a physical presence is now a must for maintaining a Google Business Profile. Whether you’re delivering spirits, cannabis, or firearms, compliance with this policy is essential to stay visible and operational in Google’s ecosystem.

This update emphasizes the need for regulated industries to adapt quickly to maintain compliance and retain their online presence.

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