PMax Brand Exclusions Now Cover Shopping Inventory
Brand exclusions in PMax reached Shopping — blocking competitor-adjacent and unwanted placements inside the product surfaces too.
Google extended PMax brand exclusions to Shopping inventory in late February 2026, so exclusions behave consistently whether the ad is a banner, a video or a product listing.
What you need to know
The update in four points:
- The same exclusion lists now govern Shopping placements
- Competitor-adjacent product surfaces become blockable
- Consistent behaviour simplifies OSA (other-set-attribution) confusion
- Over-exclusion shrinks delivery — monitor impression share
What this means for advertisers
Consistency between surfaces removes one of PMax's old excuses — 'it showed next to a competitor but that's Shopping logic.' Now the guardrails are uniform; misuse of them is on the advertiser.
Next step
Verify your brand-exclusion lists cover placements and Shopping alike, then confirm impression share didn't collapse after applying them. Tight control without delivery loss is the goal.
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