How to fix “Missing or incorrect barcode (GTIN)” in Google Merchant Center

Merchant Center shows this as “Invalid or missing GTIN” or similar wording. Here’s what it means and how to fix it.

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What it means

GTINs must be genuine identifiers assigned by the manufacturer. Invented, recycled or guessed GTINs can create product data problems.

How to fix it yourself

  1. Check the manufacturer packaging or authoritative manufacturer catalogue for the product's actual GTIN.
  2. Confirm the GTIN belongs to the exact product/variant and that digits were not lost during spreadsheet formatting.
  3. Update the correct source of product data in your ecommerce platform or feed tool, then let it resubmit the item.
  4. Do not invent a GTIN. If the product genuinely has no GTIN, review Google's current exemption and identifier rules for that product type.

Step by step for your shop platform

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Based on Google’s help page: support.google.com/merchants/answer/6324461. Google changes its rules from time to time, so check the issue’s own “Learn more” link in Merchant Center too.

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