Navigating GTIN Changes: A Guide for Brand Owners

When your product changes, does the GTIN need to be updated? Check out examples and resources from GS1 US in this guest article.

The Global Trade Item Number (GTIN) is a product identifier that serves as a single source of truth for brand owners, retailers, and consumers alike. The uniqueness of the GTIN ensures accurate product identification across the global supply chain—much like a product’s fingerprint, no two products can share the same GTIN.

Having distinct GTINs reduces the likelihood of product identification errors, such as shipping incorrect products, and enhances overall traceability. Brand owners can precisely track products through their entire journey through the supply chain, from manufacturing to retail, ensuring what the customer expects in the package is actually in there.

Therefore, keeping the information tied to the GTIN up to date is critical for growth and being a good partner. As merchants evolve their products, test out new retail strategies, adapt to regulatory changes, and make branding updates, they commonly ask, "Should I update my GTIN?”

There are three principles of change to guide brand owners through the GTIN update process. Read on to learn more about when you’ll need to change your GTIN and when you don’t, with some examples.

GTIN Changes: Three Principles to Consider

As a brand owner, you need to consider these three principles for GTIN management when introducing changes to an existing product:

1) Consumer Perception

If the modifications to a product are significant enough that consumers or trading partners would need to distinguish the new or altered product from its predecessors, a GTIN update is warranted.

Example: A local sports brand is producing a limited-edition jersey for the season, with a special patch that is not available on current jerseys and will not be available next season. A new GTIN is needed to differentiate between the standard jersey and the limited edition one to ensure what was ordered by the end user shows up.

2) Regulatory Compliance

Changes that necessitate a regulatory or liability disclosure to consumers or trading partners also require a new GTIN to ensure transparency and compliance. If a consumer cannot clearly tell the difference between the previous version and the new version, a new GTIN is needed. Product content changes, like the product now contains gluten, could cause harm to a certain consumer and that difference should be noted with a new GTIN.

Example: A snack brand changes its formula, and the new recipe includes gluten, whereas the previous one did not. This could cause harm to consumers who are allergic to gluten, so that difference should be noted with a new GTIN.

3) Supply Chain Impact

Any change that substantially affects the supply chain—such as alterations in shipping, storage, or receipt of the product—demands a GTIN revision to maintain logistical efficiency.

Example: A fresh product that is now being shipped as a frozen product would necessitate a new GTIN. In the supply chain, freezer storage is now required versus the dry storage of fresh products. Knowing the difference between a fresh product shipment and a frozen product shipment allows every member of the supply chain to be prepared for the product’s arrival.

Get Answers to Your GTIN Questions

To facilitate this decision-making process, brand owners can utilize the GS1 GTIN Management Decision-Support Tool, which provides a walkthrough to determine if a new GTIN is needed. This tool guides you through your scenario and how it applies to the GS1 GTIN Standards.

For example, does a video game controller company need a new GTIN if it bundles headphones with a controller for a special edition Amazon package? Yes, a new GTIN is required for the bundle at all levels of packaging as well. This bundle constitutes a new product offering, combining headphones and a game controller—items typically sold separately. A new GTIN is essential to distinguish this bundle in the supply chain and for consumers seeking the deal online.

Or, if your company acquires a new toy brand and you wish to rebrand it under one of your more successful brand names, 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.

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Accurately Represent Your Products

While the decision to update a GTIN depends on specific circumstances, three key principles guide this process: consumer perception, regulatory compliance, and supply chain impact. By leveraging these principles, brand owners can ensure their products are accurately represented and tracked throughout their lifecycle.