Verified By GS1: Trust & Efficiency Start With a Valid ID
Whereas Bar Code Graphics is the authority on barcode creation and implementation, GS1 is the global identification standards organization. One of their initiatives is “Verified by GS1”, which builds trust between retailers, brand owners, and consumers. The ultimate goal is to lead to more sales, fewer returns, and fewer counterfeit products. The ultimate benefit is greater efficiency because the information in retailer catalogs is based on the correct product identity.
The Verified By GS1 initiative empowers brands to take control of their product identification in a verifiable and transparent manner. By eliminating incorrect and misleading product data, a higher level trust can be attained between retailers, brands, and consumers. GS1 Global has provided the framework for this initiative, so members of all GS1 local offices can participate. In the US, brand owners can now enter expanded product data into the GS1 Data Hub enabling potential trading partners to validate six key attributes for each GTIN.
The six verified by GS1 attributes are:
- Brand name
- Product Description
- Product Image URL
- GS1 Global Product Classification
- Net content and unit of measure
- Target market
It is important to note that the name “Verified by GS1” does not actually mean that data entered for each GTIN is actually verified. Rather, GS1 has created validation rules to make sure that all the data entered is complete. In addition, the specific image requirements and Global Product Classification codes can be overwhelming. Consequently, Bar Code Graphics GS1 consultants are beginning to work individually with our clients to make sure these new attributes are complete and correct.
“Verified By GS1” – What Companies Need To Do
The larger global companies (i.e. P&G, Metro, and Walmart) understand and appreciate the value of this initiative and it will soon be a requirement for manufacturers to gain access to marketplaces. Just as marketplaces, such as Amazon, today use the Data Hub to validate GS1 Company Prefix ownership, they will soon use this tool to verify the accuracy of suppliers’ GTINs.
- Understand the Attribute Requirements – Each GS1 data field attribute has specific requirements. The digital image and Global Product Classification requirements can be somewhat complex.
- Upload Additional Field Attributes To Data Hub – Data can either be key entered or uploaded via spreadsheet to the Data Hub. There are new expanded data fields which have recently been added.
- Verification of Attribute Data – Since the goal of this initiative is to present accurate and complete product data, a secondary individual or 3rd party should review all data before publishing to the Data Hub repository. As stated above, GS1 does not actually verify the accuracy but just validate that information is present.
Bar Code Graphics GS1 Barcode Support will now include assistance for the Verified By GS1 initiative. GS1 Barcode Service/Support clients have an assigned personal consultant who not only assists with barcode creation but also helps manage accurate product data. Consultants will also assist with GS1 Global Product Classification codes. Since each GTIN requires a product image at a designated url, the GS1 Barcode Support packages now include image hosting at no additional for companies who do not currently host product images online.
If you are an existing GS1 Barcode Service/Support client, please contact your personal consultant for immediate assistance. Over the next few months, we will be reaching out to all of our thousands of clients.
Companies who are not current GS1 Barcode Support clients can take GS1 US educational online classes and workshops at https://www.gs1us.org/education-training/gs1-us-university/certificate-and-workshop-education . To sign up for GS1 Barcode Support, please visit https://www.barcode.graphics/gs1-support/ or email support@barcode.graphics.
