ReferenceBusiness Profile suspension
Not Approved
Not Approved is the appeals tool's result when Google turns down a reinstatement request. Appeals can be submitted only once. Google may run an additional review only with evidence the first appeal lacked. Before sending anything, match the business name and address on each document to the profile exactly, and use the additional-review request rather than a new appeal.
At a glance
- Where it shows
- In the appeals tool, shown on the right after you select the profile.
- What stops
- The profile is not reinstated from this status. It stays suspended unless a later review restores it.
- How serious
- Serious. Each profile gets one appeal, so a weak first one spends the standard route.
What it means
The appeals tool shows several statuses: Submitted, Approved, Not Approved, Can't be appealed and Eligible for appeal. Google's page lists them without defining each one. Not Approved is the one it explains: the reinstatement request was denied.
Because appeals can be submitted only once, the first one is the strongest case the business can make. A denial leaves the additional-review route as the only one the page describes.
What actually triggers it
Documents that do not match the profile
Google asks that the business name and address on each document match the profile. A utility bill under a former trading name is the kind of mismatch the page warns about.
A new profile created after the suspension
The page says not to create a new Business Profile for the same business, and that a duplicate is a rule violation in itself. A new profile made after a denial adds a violation to the same business.
Ten or more profiles in one appeal without the spreadsheet
For ten or more suspended profiles, the appeal needs a spreadsheet listing each Business Profile ID, plus supporting documents. Each document must exactly match the business registration.
Fix it in this order
- Read the status and decision on the profile. Only Not Approved means a denied reinstatement request. Can't be appealed means the appeals route is closed for that profile.
- If the status is Not Approved, check whether an additional review is available. Google says it may run one only with evidence that was not in the first appeal.
- Gather new evidence that matches the profile: a business registration, a business license, a tax certificate or a utility bill, each with the business name and address matching the profile exactly.
- Send the additional-review request with that evidence. Do not start a second appeal, since appeals can be submitted only once.
If the additional review is also denied, the page describes no further route.
When to appeal
Appeals can be submitted only once, so submit the first one after the profile is fixed and the documents are in hand, not as an early reaction.
Can't be appealed closes the route the page describes. Not Approved still allows an additional review, with new evidence.
For ten or more profiles, attach a spreadsheet listing each Business Profile ID, plus the supporting documents. Each document must exactly match the business registration.
Often confused with
Can't be appealed
A status with no appeal route, not a denial with a second look. Check the status before you collect documents for an appeal the tool will not take.
Account restricted from Business Profile activity
The account must be reinstated first. A profile appeal cannot fix a restricted account, because the overview says the account has to be reinstated before content can be contributed.