Important update: Changes to enforcement for unique product identifiers

Providing correct unique product identifiers (UPIs) is vital to ensuring that Google recognizes your products and can offer the best experience possible for consumers. Common UPIs include Global Trade Item Numbers (GTINs), Manufacturer Part Numbers (MPNs), and brand names.

The following changes to the enforcement of UPIs for Shopping ads in Australia, Austria, Belgium, Brazil, Canada, Czechia, India, Denmark, France, Germany, Italy, Japan, Mexico, the Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, Turkey, the United Kingdom, and the United States will take effect as of September 30, 2019:

  • Items missing required UPIs will no longer be disapproved. These items will now be eligible to serve in Shopping ads. However, similar items with correct UPIs will receive higher priority to items that do not have correct UPIs. All items will continue to serve, but the performance of items without correct UPIs may be limited. Make sure to provide the correct UPIs to maximize the performance of your items.  

  • Items for which the identifier_exists attribute is incorrectly set to “false” and for which there is evidence that a UPI exists will be disapproved. 

  • If the same GTIN is used across multiple different products, the items will be considered ambiguous and will be disapproved.

Be sure to submit correct GTINs, MPNs, and corresponding brands for all new in-stock products. This will improve the richness and relevancy of the ads we show to potential customers. Contact your manufacturer to request the correct UPI for your products.

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