Text in images: returns, delivery and contact details
Any fact a shopper relies on, such as a return window, a delivery time or a phone number, should be on the page as text, not only inside a banner or badge image. Google asks for your return policy to read the same everywhere on the site, web banners included, and images are where old promises hide.
Why this matters
Google’s fix page for a missing return policy has a line that catches image banners out: “Make sure the return and refund policy is consistent throughout your website (for example, in the footer, returns page, and web banner).” A home page banner that says “Free 60-day returns” while the returns page says 30 days is the inconsistency it describes, and banners get missed because nobody thinks of them as policy.
Images also make details harder to use. The “Editorial and professional requirements” count it as a problem when “Contact information, shipping information, or a frequently asked questions section on the website is incomplete or unclear for customers to take action on.” A delivery table uploaded as a picture cannot be searched, copied, translated or read by a screen reader, and on a phone it shrinks to a smudge. A returns promise that exists only as an icon under the price is on the page and still easy to miss.
The Misrepresentation policy sets the stakes. Under “Omission of relevant information” it names a “Return and refund policy that is unclear, missing, or not easily discoverable.” and a failure to disclose “all related conditions before and after purchase”. A condition shown only as a graphic is disclosed in the weakest way available.
Product photos are a separate matter. Google’s “Image link [image_link]” requirements say “Don't use an image that contains promotional elements or content that covers the product.” That rule is about the product images you submit, and watermarked and text-overlay images covers it; this guide is about the banners, icons and pages on the store itself.
The free scan reads your returns policy for a stated return window and flags one it cannot find there, and it reads your rendered footer for a street address. Text locked in a picture gives neither check anything to read, so move it into the page before you scan. The full list of checks is on the misrepresentation checker.
Typical evidence
If your cursor can’t grab it, make it proper page text
A rendered capture can record HTML text more reliably than text baked into an image. Put contact details in accessible page text so shoppers and assistive technology can use them; a scan does not decide account legitimacy.
The public signals this check looks for:
A home page or announcement-bar image promises “Free 60-day returns” while the returns pag…
A home page or announcement-bar image promises “Free 60-day returns” while the returns page says 30 days.
Product pages show delivery and returns as icon badges, such as “Next-day delivery” and “E…
Product pages show delivery and returns as icon badges, such as “Next-day delivery” and “Easy returns”, with no text or link behind them.
The shipping rates and delivery times table on the shipping page is an uploaded picture
The shipping rates and delivery times table on the shipping page is an uploaded picture.
A policy page is a screenshot or a scanned document instead of text
A policy page is a screenshot or a scanned document instead of text.
The phone number or email appears only in a header or footer graphic
The phone number or email appears only in a header or footer graphic.
What it looks like once it is right
The announcement bar is text, “Free 30-day returns – see our returns policy”, and links to the policy. The shipping page lists rates and delivery times as a text table, and the returns icon on product pages links to the same policy.
Common mistakes
Common mistake
Fix checklist
Make contact details accessible page text
A public capture can record HTML text more reliably than text inside an image. Keep contact details selectable and readable for shoppers and assistive technology; a scan does not decide whether a business is legitimate.
Questions merchants ask
Can I show my returns policy as an image or icon on product pages?
As decoration, yes, but put the same words on the page as text and link to the policy. Google’s return-policy fix page asks for the policy to be consistent throughout your website, web banners included, and a returns promise inside an image is easy to forget when the policy changes. See how to write a clear returns policy for the policy itself.
Is a shipping table in an image a problem?
It makes the information harder to use: it cannot be searched, copied or read by a screen reader, and it shrinks on a phone. Google’s Editorial and professional requirements count shipping information that is unclear for customers to take action on as a problem. Rebuild it as a text table.
Does this apply to my product photos too?
Product photos have their own rule: Google’s image_link requirements say not to use an image that contains promotional elements or content that covers the product. That is covered in watermarked and text-overlay images. This guide is about the banners, icons and pages on your store.
Remediation
Risk signal
Similar cases
Sources
Last reviewed 23 Sep 2026.
That is one issue. The library documents 134.
The free scan lists what it finds on your store. The paid report adds the affected pages, captured evidence and step-by-step fixes. Start free, with no account needed.