Google just introduced a label that now allows users to make it clear if it is LGBTQ+ owned. According to Google, this will now help users find in support queer businesses in their community via search and Google Maps. Verified Google Business margins will now be able to add this new LGBTQ+ owned label starting today.

The timing for Google to introduce this new update is a great effort to support diverse and inclusive businesses. Google Maps previously rolled out labels for Black-owned, Latinx-owned, veteran, or woman-owned merchants. In 2018, Google did introduce a new way for business owners to show that their establishment is LGBTQIA friendly or a safe space for trans folks. As the Verge notes, Yelp also introduced a new LGBTQ plus business label last year, and it is a great addition to supporting the people that need it.

Google says that they won’t tolerate harassment or abuse of their retail partners on the support page, saying that their abuse teams will act promptly to tackle mistreatment like harassing user reviews.