Merchant Center notice points to passkeys for sensitive actions from 29 October

What changed

The notice also says an account notification will appear when the requirement applies. It explains that people who already have a Google passkey for another service, such as Google Ads, do not need to create another one because it applies to Merchant Center.

This is an account-notice report. The screenshot supports its wording and stated start date, but does not establish that every Merchant Center account or every action will be affected simultaneously. It should not be merged with older Google Ads passkey announcements as though they were the same rollout.

For a merchant, the immediate operational question is who needs to manage user access and whether those authorised people have the required authentication available. Review the message in the account itself and use Google's normal account-security settings rather than following an unverified message link.

The change concerns protection of sensitive account actions, not product-feed approval or campaign performance. Keep the earliest stated effective date, 29 October, separate from the date on which a particular account receives the requirement, and retain existing access-control responsibilities.

Before the notice takes effect for an account, confirm who is responsible for access administration and review the account's own notification. The illustrated message says the requirement concerns certain sensitive actions, including adding users and assigning permissions, and does not change ordinary sign-in. It also says an existing Google passkey can apply. Avoid making access changes solely to test the notice; coordinate any setup with the organisation's normal security and account-recovery process.