Do I need to update the GTIN when I change the product?
The Global Trade Item Number (GTIN) is a product identifier that serves as a single source of truth for brand owners, retailers and consumers. The uniqueness of the GTIN ensures accurate product identification in the global supply chain – like a fingerprint, no two products can have the same GTIN.
Having separate GTINs reduces the likelihood of product identification errors, such as shipping the wrong products, and increases overall traceability. Brand owners can accurately track products all the way through the supply chain, from manufacturing to retail, ensuring that the packaging contains exactly what the customer expects.
Therefore, keeping GTIN-related information up-to-date is critical to growth and successful partnerships. As vendors develop their products, test new retail strategies, adapt to regulatory changes and update branding, they often wonder, “Do I need to update my GTIN?”
There are three principles of change that will help brand owners through the GTIN update process. Read on to learn more about when you need to change your GTIN and when you don’t, as well as some examples.
GTIN changes: Three principles to consider
As a brand owner, you should consider these three principles of GTIN management when making changes to your existing product:
1) Consumer Perceptions
If the changes to a product are significant enough that consumers or channel partners can distinguish the new or modified product from its predecessors, a GTIN update is warranted.
Example: A local sports brand releases a limited edition jersey for this season with a special patch that is not available on current jerseys and will not be available next season. To differentiate between the standard jersey and the limited edition, a new GTIN must be entered to ensure that the end user receives exactly what they ordered.
2) Regulatory Compliance
Changes that require disclosure of regulatory requirements or responsibilities to consumers or trading partners also require a new GTIN to ensure transparency and compliance. If the consumer cannot clearly identify the difference between the previous version and the new version, a new GTIN is required. Changes in product content, e.g., a product now contains gluten, may be harmful to a particular consumer, and this difference should be noted with a new GTIN.
Example: A snack brand changes its recipe and the new recipe contains gluten, while the previous recipe did not. This could be harmful to consumers with gluten allergies, so this difference should be noted in the new GTIN.
3) Impact on the supply chain
Any change that significantly affects the supply chain – such as changes in transportation, storage, or product receipt – requires a GTIN revision to maintain logistics efficiency.
Example: A fresh product that is now shipped as frozen product requires a new GTIN. The supply chain now requires freezer storage rather than dry storage for fresh product. Knowing the difference between fresh product delivery and frozen product delivery allows everyone in the supply chain to be ready when the product arrives.
Get answers to your questions about GTIN
To make the decision-making process easier, brand owners can use the GS1 GTIN Management Decision-Support Tool to determine if a new GTIN is needed. This tool will help you break down your scenario and understand how it applies to GS1 GTIN standards.
For example, does a video game controller company need a new GTIN if they bundle headphones with a controller for a special edition on Amazon? Yes, a new GTIN is also required for the bundle at all levels of packaging. This bundle is a new product offering that combines the headphones and game controller, items that are typically sold separately. The new GTIN is required to highlight this bundle in the supply chain and for consumers searching for this deal online.
Or, if your company is acquiring a new toy brand and wants to rebrand to one of its more successful brands, are new GTINs required? Yes, new GTINs are required in this case. The toy products are undergoing a brand change and must be distinguishable from the previous brand.
Accurate representation of your products
While the decision to update your GTIN depends on your specific circumstances, three key principles underpin the process: consumer perception, regulatory compliance and supply chain impact. By utilizing these principles, brand owners can ensure their products are accurately represented and tracked throughout their lifecycle.
If you know there are changes coming for your product, use this free decision support tool and check your Data Hub account to see what GTINs have already been assigned. You may need to refer to the GS1 US Barcode Estimator if new GTINS are required.
