Google has warned businesses that its social network isn't ready for them yet - and it will shut down "non-user" profiles.
Google+ arrived last week but the web giant has said the network is so far only designed for consumers, not businesses.
Product manager Christian Oestlien said "some really great companies" have already started using the site, but admitted "we know our product as it stands is not optimally suited to their needs".
"In fact, it was kind of an awkward moment for us when we asked Ford for his (or was it her?) gender," he noted in a post on his Google+ account. At the moment, Ford Europe has selected "other" for its gender.
Google engineers are still working on a system to let Google+ users interact with brands and products, Oestlien said, promising to have something ready this year. Rival Facebook lets businesses create Pages for fans to follow.
"The business experience we are creating should far exceed the consumer profile in terms of its usefulness to businesses," Oestlien said. "We just ask for your patience while we build it."
"In the meantime, we are discouraging businesses from using regular profiles to connect with Google+ users. Our policy team will actively work with profile owners to shut down non-user profiles," Oestlien said.
Businesses eager for a Google+ page can sign up to help trial the system here.