In the fight against counterfeits, product identification numbers—GTINs, UPCs, EANs, and other barcodes—play a crucial yet often overlooked role. These 12 to 14-digit numbers are the universal language of product commerce, used by retailers, marketplaces, and logistics systems worldwide to identify and track products. For brand owners, proper barcode management and ownership documentation can mean the difference between winning and losing a brand protection dispute.
Understanding Product Identification Numbers
What is a GTIN?
GTIN (Global Trade Item Number) is the umbrella term for the family of product identification codes administered by GS1, the global standards organization. GTINs come in several formats:
- GTIN-12 (UPC-A): 12 digits, primarily used in North America
- GTIN-13 (EAN): 13 digits, used internationally
- GTIN-14: 14 digits, used for case/carton-level identification
- GTIN-8 (EAN-8): 8 digits, used for small products
How GTINs Are Structured
A GTIN contains several components:
- Company prefix: Identifies the brand owner or licensee (assigned by GS1)
- Product reference: Identifies the specific product (assigned by the company)
- Check digit: Validates the barcode is properly formed
The company prefix is the key to ownership—it directly ties a range of GTINs to a specific company registered with GS1.
Why Barcodes Matter for Brand Protection
Marketplace Listing Requirements
Major marketplaces like Amazon require GTINs for most product listings. This creates both opportunity and risk:
- Opportunity: Legitimate GTINs help your authentic products get listed correctly
- Risk: Counterfeiters may use unauthorized GTINs or create fraudulent ones to list fake products
When combined with proper Brand Registry enrollment—as discussed in our complete Amazon brand protection guide—GTIN ownership becomes a powerful enforcement tool.
GTIN Abuse by Counterfeiters
Counterfeiters exploit barcodes in several ways:
- Using your legitimate GTINs: Applying your real barcodes to counterfeit products
- Creating fake GTINs: Generating invalid or unauthorized codes
- GTIN exemption abuse: Claiming exemptions to list products without proper identification
- Recycled GTINs: Using barcodes from discontinued products for new counterfeits
Establishing Barcode Ownership
GS1 Membership
The foundation of barcode ownership is GS1 membership. When you join GS1:
- You receive a company prefix unique to your organization
- You gain the right to create GTINs under that prefix
- Your ownership is documented in GS1's official registry
Documentation to Maintain
Keep comprehensive records of your barcode ownership:
- GS1 membership certificate
- Company prefix assignment documentation
- Complete list of all GTINs you've created
- Product-to-GTIN mapping for your entire catalog
- Historical records of GTIN assignments
The Problem with Third-Party Barcodes
Some sellers purchase barcodes from third-party resellers instead of directly from GS1. This creates problems:
- The barcodes may be previously used or invalid
- The company prefix points to someone else's company
- Ownership documentation may not exist or be credible
- Marketplaces may reject or flag products using resold barcodes
For brand protection purposes, always use GTINs obtained directly from GS1 where your company is registered as the prefix owner.
Using Barcode Ownership in Brand Protection
Proving Product Authenticity
When disputing counterfeit listings, barcode ownership provides powerful evidence:
- You can prove the GTIN belongs to your company
- You can demonstrate the counterfeit product is misusing your identifier
- Marketplaces and legal systems recognize GS1 documentation
Amazon Brand Registry and GTINs
Amazon uses GTINs as part of its product matching and brand protection systems:
- Brand Registry enrollment requires product identifiers
- GTIN exemption abuse is a common counterfeit tactic
- Demonstrating GTIN ownership strengthens counterfeit reports
Creating Ownership Certificates
Having formal ownership certificates for your GTINs streamlines dispute resolution:
- Include the GTIN number and its valid format
- Reference your GS1 company prefix
- Specify the product the GTIN is assigned to
- Include company information and date of assignment
BrandedOps' Barcode Ownership Vault helps brands create professional, verifiable ownership certificates that carry weight in marketplace disputes and legal proceedings.
GTIN Validation and Verification
Verifying Your Own GTINs
Regularly verify your barcodes are properly formed and registered:
- Use GS1's official GTIN verification services
- Check that your company prefix is correctly registered
- Verify check digits are calculated correctly
- Ensure no duplicate GTINs exist in your catalog
Identifying Invalid or Unauthorized GTINs
When investigating potential counterfeits, verify their barcodes:
- Check if the GTIN is valid (correct format and check digit)
- Verify the company prefix owner through GS1
- Compare against your official GTIN registry
- Look for signs of GTIN recycling or fabrication
Best Practices for GTIN Management
Centralized GTIN Registry
Maintain a single source of truth for all your product identifiers:
- Document every GTIN assignment
- Track product changes and GTIN updates
- Record discontinued products and retired GTINs
- Integrate with your product information management systems
GTIN Assignment Rules
Follow GS1 guidelines for GTIN assignment:
- Each unique product configuration gets a unique GTIN
- Changes requiring new GTINs: different size, color, formulation, packaging
- Never reuse GTINs for different products
- Assign GTINs before products go to market
Regular Audits
Periodically audit your GTIN usage:
- Verify all active products have valid GTINs
- Check marketplace listings match your GTIN database
- Identify any unauthorized use of your GTINs
- Update records for new products and discontinued items
International Considerations
GTINs Across Markets
If you sell internationally, understand how GTINs work globally:
- A GTIN registered in one country is valid worldwide
- EAN-13 format is standard outside North America
- Some retailers may have specific format requirements
- Registration with local GS1 organizations may provide additional benefits
For a broader view of protecting your brand internationally, see our guide on multi-channel brand protection.
Gray Market and Parallel Import Issues
Products intended for one market may appear in others:
- Track where your GTINs appear geographically
- Use regional product variations where appropriate
- Document authorized distribution channels
Leveraging Technology for GTIN Protection
Automated Monitoring
Technology solutions can monitor marketplace listings for GTIN abuse:
- Detect unauthorized use of your GTINs
- Identify invalid or fraudulent barcodes on competing listings
- Alert you to new listings using your product identifiers
Integration with Brand Protection Programs
Comprehensive brand protection platforms integrate GTIN management with broader protection:
- Link GTIN ownership to takedown evidence packages—see our takedown strategy guide
- Generate ownership certificates for disputes
- Track which GTINs are most targeted by counterfeiters
When GTIN Evidence Makes the Difference
Marketplace Disputes
Clear GTIN ownership documentation strengthens your position when:
- Reporting counterfeit listings
- Challenging unauthorized seller attachments
- Responding to intellectual property complaints against you
Legal Proceedings
In formal legal action, barcode ownership provides:
- Evidence of your legitimate product identification
- Proof that counterfeiters are misusing your identifiers
- Documentation recognized by courts and customs agencies
Learn more about legal enforcement in our legal landscape guide.
Taking Action
If you haven't already, take these steps to strengthen your barcode protection:
- Verify you're using GTINs obtained directly from GS1
- Create a centralized registry of all your product identifiers
- Document the ownership chain for each GTIN
- Consider creating formal ownership certificates for key products
- Implement monitoring to detect unauthorized use of your barcodes
BrandedOps' Barcode Ownership Vault provides a secure, verifiable system for documenting and demonstrating GTIN ownership. When disputes arise, having indisputable proof of barcode ownership can make the difference between successful enforcement and a prolonged battle.
Your product identifiers are valuable intellectual property. Protect them accordingly. Start your free brand audit or view our pricing plans.
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