Starting tomorrow, Google will start penalizing the account for not having proper GTIN numbers associated with the products.
Till date, only a handful of countries had this level of scrutiny, but starting tomorrow 11 more countries; Austria, Belgium, Canada, Denmark, India, Mexico, Norway, Poland, Russia, Sweden, and Turkey namely will see the impact of this.
Though the announcement was made in May 2016, not many have adhered to this update’s requirement and will face the consequences.
The immediate effect will be the transition of GTIN issues from Warnings to Errors and thus suspending the products, but if the percentage of such products is high, the vendors can actually get their accounts suspended.
Though there is a way to delay this, but eventually vendors will have to fall in line if they want to sell on Google.