According to sources, Google Shopping will begin to toughen up on merchants and retailers who do not follow Google’s stringent GTIN (Global Trade Item Number) requirements. A number of online retailers were pre-warned last year (2015) that 50 brands did not meet their requirements – Google is furthering their efforts by expanding this policy across even more brands. Google, released a statement which reads: “In 2015, we began requiring Global Trade Item Numbers (GTINs) for products from a list of 50 brands. Going forward into 2016, our requirements for GTINs will expand beyond those 50 brands to include all products with a GTIN assigned by the manufacturer.” Deft and to-the-point, the message is clear as day; check your GTINs or face the consequences. On 8th February 2016 – vendors, retailers and merchants received messages via the Diagnostics tab warning them to update their product data. Whilst Copywriters, Content Writers and SEO-chiefs will be licking their lips at the thought of increasing business – the initiative should help both merchants and customers find the products that they wish. However, resellers and drop-shippers could find themselves in a constant game of musical chairs should they decide to ignore these new requirements. Google added: “…we can help boost your ad performance by adding valuable details about the product and serving the ad in a more relevant way to users.” According to a Motorola Solution Sales Partner – receiving a GTIN number can be a difficult and lengthy process. Apparently, Motorola warned their sales partners that this new requirement will need to be adopted across their resellers. However, Motorola allegedly has stated that they do not have these numbers. The Motorola Sales Partner said: “…when we give them the numbers shown as GTIN that we can find listed within shopping, they say the only way they see them associated with their products is to do a google search which returns the companies that put this info in google shopping. Throughout all of Motorola’s system they have no record of these numbers. I just got of(sic) the phone with Motorola parts ID and again they said no go.” Whilst Google is adamant that this initiative (due to expand May 16th, 2016) – merchants seem to be of mixed opinion. Above and beyond, however, Google have time-and-time again proved that they are more than willing to reprimand merchants who do not follow their requirements.