Last year, Google announced it would begin requiring advertisers to include the GTINs for products from 50 brands in their Merchant Center product feeds. More recently, though, Google has said the GTIN requirement will be expanding beyond those 50 brands.
“If you sell 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.”
Bottom line: If you are promoting products that have GTINs, now is the time to make sure your feeds are updated to include them.
May 16, 2016, is the date Google will start disapproving relevant products that don’t meet the GTIN requirements.
GTINs will be required when targeting ads in Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK or the US.
Google has begun showing item-level warnings in the Diagnostics tab in Merchant Center for products that are missing or have the wrong GTIN.
More information about unique product identifiers is available on the Merchant Center help page.