Quebec Bill 29: add the legal warranty period to your Google Shopping feed

Since October 5, 2026, Quebec's Bill 29 requires merchants who sell certain new appliances and electronics to Quebec consumers to show the length of the legal warranty near the price, online as well as in their ads. Google Merchant Center now accepts a warranty attribute to send that period in feeds targeting Canada. Google plans to show it in Shopping ads and free listings later in 2026. If you sell these products through Google Shopping, add the attribute to your feed now.

What Google announced

In October 2026, Google added an announcement titled "New warranty attribute for products targeting Canada" to the Merchant Center changelog. Google explains that Quebec's Bill 29 requires merchants of certain new electronics and household appliances to show the legally required warranty length near the price, including in digital ads.

Merchants can submit the information now. Display in Shopping ads and free listings will begin "later this year," with no exact date. Google reminds merchants that they remain responsible for the compliance of their product data and their site. When this note was published, the announcement and the attribute's help page existed only in English.

The products covered by Bill 29

What follows is for retailers, online stores and manufacturers who sell these products to Quebec consumers. The note describes what the Office de la protection du consommateur (OPC, Quebec's consumer protection office) and Google publish. It is not legal advice.

According to the OPC, the warranty of good working order applies to the following new goods bought or leased since October 5, 2026. It is free and starts when the goods are delivered.

These products are sold at Brault & Martineau, Tanguay, Corbeil Électroménagers, Best Buy, Costco, Walmart or Canadian Tire, as well as in hundreds of specialized online stores. The obligation is the same for a large chain as for a one-person online store.

The products that are not covered

• All other products. A sofa, a bike, a small appliance such as a toaster or a vacuum, headphones: no period needs to be displayed. These goods remain covered by the usual legal warranty under the Consumer Protection Act (goods must last a reasonable time), which has no set number of years.
• Accessories, unless a regulation names them.
• Used products: the warranty of good working order covers new goods.
• Business-to-business sales: the law protects consumers.

The list can grow: the law allows the government to add goods by regulation. A merchant who sells other products should keep an eye on OPC notices.

Where to show the period

The OPC specifies that the merchant must show the period clearly, near the advertised price: on the label, online, in an ad or in a flyer. The manufacturer must also disclose it online. Digital ads are covered, which explains Google's new attribute.

The warranty attribute format

The attribute goes into your Merchant Center feed. It is optional. Google specifies, however, that it becomes necessary for a product subject to a rule such as Bill 29. For a product, it has two required sub-attributes:

• duration: a whole number.
• duration_unit: month or year. Without a value, Google counts in months. For Bill 29, the help page asks for year.

In a text file, the column is named warranty(duration:duration_unit) and the value is written without quotation marks: a television gets 4:year, a refrigerator 6:year. In an XML feed, the duration and duration_unit elements go inside the warranty element.

If your store runs on Shopify

When this note was published, we found no mention of the warranty attribute in Shopify's Google & YouTube app. The simplest route is therefore to add the period directly in Merchant Center, without touching your store. Both methods require turning on the "Advanced data source management" add-on in Merchant Center settings.

1. A supplemental source in Google Sheets. In Merchant Center's data sources, add supplemental product data from a Google Sheets template. The sheet has two columns: id, the product ID copied exactly as it appears in Merchant Center (those sent by the Google & YouTube app usually start with shopify_CA_), then warranty(duration:duration_unit), for example 3:year for a laptop. Link the source to your primary source: its feed label must match exactly.
2. An attribute rule. Open your primary source, then the attribute rules tab, and add a rule for the warranty attribute. A condition limits the rule to the covered products. This method works well when your Shopify product types are cleanly organized: all your televisions under the same type, for example.

Either way, a covered product you add to your store must get its row in the sheet or match the rule. On the store itself, the period appears near the price on the product page, for example with a metafield (a Shopify custom field) added to your theme.

Need a hand adding it? We can help: get in touch.

Who needs to act

• Retailers who advertise these products in Google Shopping or free listings in Canada, whatever their platform (Shopify, WooCommerce or other).
• Manufacturers who sell online directly to consumers.
• Merchants in other provinces who sell to Quebec consumers. A Merchant Center feed targets all of Canada, not one province: the attribute is added for the whole country.

Frequently asked questions about Bill 29 and Google Shopping