Merchants in the U.S. can now add an ‘LGBTQ+ owned’ label to their profiles on Search and Maps

Google announced that merchants in the U.S. with a verified Business Profile on Google can add an ‘LGBTQ+ owned’ label to their profile, making it easier for customers to find and support them through Search and Maps. 

This new label joins the Black-owned, Latino-owned, veteran-owned and women-owned business attributes Google already offers. 

“This builds on our previous work with the globally available LGBTQ+ friendly and transgender safespace attributes, and offers a more objective attribute that only businesses can add to their profiles,” Google says. 

Google notes that self-identification is optional, and is currently only available to retailers based in the United States. 

In order to use the labels in their profiles on Search and Maps, merchants in the U.S. can sign in to their Merchant Center account, navigate to the Business Information” page, scroll down to the “Business identity attributes” section on the “About your business” tab, and and then click the toggle button next to the appropriate identity attribute to turn it on or off.

“In addition, if you opt into “Include my business in promotions for…” your selected identity attributes, your business and products may also be featured on Google pages that highlight businesses with specific identity attributes,” Google says.