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GTIN allocation for private label products
The company that owns the trademark must also own the GTIN that is on the product

GS1's Global Trade Item Number (GTIN) standard provides the basis for an ever increasing number of processes in local, regional and global value chains for unique identification of sales items. GTIN is best known as the “barcode number” under the EAN-13 barcode, but is also the product ID in systems such as GS1Trade Sync for the exchange of vital master data. GTIN is therefore a mainstay of GS1's global system of standards, which is why correctly assigning GTIN should be considered as one of the most important steps in properly implementing GS1 standards in your value chain.

Who is responsible for allocating the GTIN?

In the GS1 General Specifications, Release 2023, the “GTIN allocator” is defined as being responsible for assigning the GTIN under section 4.2 of the GTIN rules. For branded products, the GTIN allocator is identified as being the Brand Owner, as this owner owns the specifications and brand of the product, thereby bringing the GTIN allocation to the world. In addition, section 4.2.3.2 Unique scenarios specifies that in the case of private label production (Customer specific items), the customer ordering the private label item is responsible for assigning the GTIN and thus has the role of GTIN allocator.

What should I make sure of as a private label manufacturer?

As a manufacturer of one or more customers' private label goods, you should first ensure that you do not assign GTIN's to products ordered by a customer as private label. At www.gs1.dk, under “My GS1” you can access they/GS1 company prefix that your company has been awarded by GS1 Denmark.

If you discover that you have used your own prefix for assigning GTIN's on a customer's private label products, you should first contact the customer and advise that this is in violation of the GS1 standards. After this, you should obtain from the customer a new GTIN for the product (s), as well as agree on a process for the transition to marking with the new GTIN from the customer's GS1 company prefix. The process could very likely involve a transition period during which the same product will exist in warehouses and store under two different GTIN's (yours and the customer's). Therefore, it is especially important that you coordinate with your private label customer so that they can set up their IT systems correctly to handle the transition.

What should I ensure as a private label customer (brand owner)?

As a customer and owner of private label products, you should ensure that you have assigned your manufacturer the correct GTIN's for your products, sampled by your company's GS1 company prefix. At www.gs1.dk, under “My GS1” you can access they/GS1 company prefix that your company has been awarded by GS1 Denmark.

If you do not have a GS1 company prefix, you can request one here, based on your company's needs. If you discover that your private label products are marked with a GTIN that you do not own, you should first contact the manufacturer and advise them that this is in violation of the GS1 standards. Next, you should extract a GTIN from your GS1 company prefix for each of your private label products and inform the manufacturer how these should be allocated. In addition, you should agree with your manufacturer when the cut-off date for marking with the new GTIN will take place.

The process can very likely involve a transition period during which the same product will exist in warehouses and stores under two different GTIN (both with you and your manufacturer). Therefore, it is important that you involve both the manufacturer and your own organization to ensure that your IT systems are properly set up and can handle the transition.

Here you can download a PDF version of the guide.


Source: GS1 General Specifications

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GTIN allocation for private label products

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