From today Google will disapproved ads for new products which don’t include Product Identifiers – that is a GTIN, Brand and Manufacturers Part Number (MPN).
If you target Australia, Brazil, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Switzerland, the UK, or the US then you have to include the GTIN in your feed to Google if the manufacturer assigned one.
This will almost certainly apply to you if you sell brand name products along with multiple other merchants. If you sell customised, hand made or vintage products then you don’t have to supply a GTIN, although Google still say that you can improve performance of your ads if you include the Product Identifiers when they’re available.
If you’ve not yet checked your Google product feed then it’s probably time to do so. You might be surprised and find products which really should have a GTIN have slipped through the net, or equally you might find that products you didn’t think required a GTIN do in reality.
If you want to check your product feeds, Google offer a guide to fix your disapproved ads.