Important update: GTIN requirements are expanding soon

We require GTINs for all products that have them. Beginning November 15, 2017, merchants targeting Argentina, Chile, Colombia, Hong Kong, Indonesia, Ireland, Malaysia, New Zealand, the Philippines, Portugal, Singapore, South Africa, Taiwan, and the United Arab Emirates began to see warnings in Merchant Center reminding them to submit correct GTINs and the corresponding brand for all new products with GTINs assigned by the manufacturers. On February 14, 2018, enforcement will begin, and products without GTINs may no longer be eligible to participate in Shopping ads.

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 Argentina, Chile, Colombia, Hong Kong, Indonesia, Ireland, Malaysia, New Zealand, the Philippines, Portugal, Singapore, South Africa, Taiwan, or the United Arab Emirates, 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:

  • November 15, 2017: Warnings began. You may 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.
  • February 14, 2018: 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, products that do not have GTINs when required may no longer be eligible to participate in Shopping ads.

Posted January 2018 | Merchant Center Announcements

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