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Important Update: GTIN requirements are expanding soon

In 2015, we began requiring Global Trade Item Numbers (GTINs) for products from a list of 50 brands. Going forward into 2016, our requirements for GTINs will expand beyond those 50 brands to include all products with a GTIN assigned by the manufacturer.

Why we're making these changes

GTINs help us understand exactly what you're selling. When we understand what you're selling, we can help boost your ad performance by adding valuable details about the product and serving the ad in a more relevant way to users. This also means that your ads can serve in more places on Google, YouTube, and our partner sites. Merchants who've added correct GTINs to their product data have seen conversion rates increase up to 20%.

What it means for you

If you sell new, brand-name products that are sold by multiple merchants, you should take a close look at the new requirements and double check that your product data is correct and up to date.

If you sell products that are only sold by you, this change probably won't impact you. You also won't be impacted if you sell used, custom, handmade, or vintage products. You can still improve your ad performance by adding unique product identifiers to your product data where they're available.

What you need to do

If you're targeting Australia, Brazil, Czechia, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK, or the US, submit correct GTINs and the corresponding brand for all new, in-stock products that have GTINs assigned by the manufacturer. Learn more about the details of the GTIN requirement and unique product identifiers.

There are a few important dates to keep in mind:

  • February 8, 2016: Warnings begin. You'll start to see item-level warnings in the Diagnostics tab for products that don't meet the requirements. Use these warnings to help you update your product data.
  • May 16, 2016: Enforcement begins. You'll start to see item-level disapprovals in the Diagnostics tab for products that don't meet the requirements. After this date, you'll need to meet the GTIN requirements to continue serving ads for your products.

Posted February 2016 | Merchant Center Announcements

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Policy changes

For past and upcoming policy changes, visit Merchant Center Announcements.