The quality bar every storefront has to clear before Google will show it. Placeholder content, a missing or buried return policy, broken links and thin contact details all live here. Google's own words, with a plain-English note on each.
"In order to provide a quality customer experience, Google requires that all Shopping ads meet high professional and editorial standards. We only allow promotions that are clear and professional in appearance. These ads should lead customers to products and landing pages that are relevant, useful, and easy to interact with."
This policy is less about intent and more about finish. A real business with a half-finished storefront can trip it without doing anything dishonest at all.
"Websites that aren't fully-functional, don't have business specific content, have information that is difficult to understand, or display product content that is incomplete. Examples: A website has broken links, templated content, placeholders of text or placeholders for images."
The most common cause here is a theme shipped with its demo content still in place. Anything that reads like sample text or a stock placeholder image is a flag.
"Websites that are missing or provide incomplete return, refund, or cancellation information. Examples: Store return or cancellation policy pages that are empty or don't state all the requirements for return or cancellation, refund or cancellation policies that aren't clear or easy to find, no return, refund, or cancellation policy is clearly stated, autorenewal practices or notification methods for billing changes aren't clear or easy to find."
A missing or vague returns policy is one of the single most common suspension causes. The page has to exist, be easy to find, and actually state the terms. A policy that says nothing concrete counts as incomplete.
"Website that is using generic placeholders or templated content. Examples: Generic text on the website that says 'Add customer reviews and testimonials here' or an empty box that says 'lorem ipsum.' Ensure text and images on the website are tailored to your business."
This is section 3.2's example, spelled out. The fix is simple to describe and easy to miss: read every page as a stranger would and remove anything the theme wrote for you.