Key Highlights
- Google is adding the ‘LGBTQ+ Owned’ label on Maps and Search
- The new label is available for US locations only
- Google added the capability to report harassment to the new LGBTQ+ label
As the Pride month continues, Google has taken an initiative to support LGBTQ+ owned attributes to business profiles Search and Maps. The LGTBQ+ label is an addition to a variety of other labels on Google Maps. These attributes are designed to aid users in finding and supporting local businesses.
The new label joins the current options available to merchants including Black-owned, Latino-owned, veteran-owned, and women-owned businesses. The ‘LGBTQ+ friendly’ and ‘transgender safespace’ labels that are displayed on company profiles on Search and Maps are further expanded with this label.
The tech giant announced that the new LGBTQ+ label will be accessible to businesses in the US. Its availability in the other markets is at large. In order for them to use it, their profiles must be validated. The company said that once verified profiles apply for the label, their business will show up as LGBTQ+ owned on Maps, as well as on Search.
On a support page, Google states that self-identification is optional and is presently only available to retailers with US locations. The identification attributes can be used by customers to filter for businesses.
Business owners need to go to their profile, click on “edit profile,” and then choose “business details” in order to add the label. There will be a list of categories that business owners can choose from under the “more” option.
Additionally, Google has also added the option to report any harassment to the new LGBTQ+ label. This tool becomes a part of the set of resources that are already provided by Google Maps for people looking for LGBTQ+ friendly businesses. “LGBTQ friendly” and “Transgender safespace,” among others are some of the labels that are aimed at helping such people.
Although it’s currently a US-only initiative, it’s unclear whether Google will add more labels to Google Search and Maps in the UK. According to Google, the decision was made as the number of Americans identifying as LGBTQ+ members have grown.
Google has not specified when or if the new LGBTQ+ label will be made available to businesses outside of the US – at least in markets where the LGBTQ population is acknowledged.
