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Key Changes Starting in January 2026
From January 2026, Google Shopping will allow promotions that reduce the price of a subscription itself. Until now, Shopping campaigns mainly focused on one-off product discounts.
Under the new rules, merchants can offer both percentage discounts and fixed price reductions on subscriptions. Free trials are also allowed. To qualify, the promotion must be marked as “Subscribe and save” in Merchant Center.
Google’s examples include offers such as:
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a first month free on a premium plan
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95% off a subscription for two months
The update is mainly relevant for businesses selling digital services, memberships or other products billed on a recurring basis.
Common Promo Abbreviations Now Accepted
Google is also relaxing its rules around promotional wording. Merchants can now use well-known abbreviations such as:
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BOGO = Buy One, Get One
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B1G1 = Buy 1, Get 1
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MRP = Maximum Retail Price
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MSRP = Manufacturer’s Suggested Retail Price
These terms are already widely used on e-commerce sites, and Google will now allow them directly in Shopping promotions. This applies globally, as long as the promotion meets all other policy requirements.
Brazil-Only Update On Payment-Based Promotions
One part of the update is limited to Brazil. Google will allow promotions that require customers to use a specific payment method. This includes cashback offers linked to digital wallets.
One example mentioned by Google is:
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5% cashback when paying with PicPay
The company says this change applies only to Brazil and that there are no current plans to extend it to other regions, including Europe and the UK.
What European Merchants Should Know
For e-commerce businesses in Europe and the UK, the most relevant changes are the new subscription promotions and the acceptance of common promo abbreviations. These updates make it easier to reflect real-world offers directly in Shopping ads.
Promotions tied to payment methods, however, remain unavailable outside Brazil.
