Verified By GS1: Building Trust and Efficiency

Verified by GS1 is the initiative, by GS1, for registering enhanced product data to help correct the abundance of incorrectly assigned GTINs and corrupted product information in global marketplaces. Today’s connected consumers work off digital shelves. They cannot physically pickup an item to evaluate so product identification and information MUST be 100% accurate.

Global retailers and manufacturers have embraced “Verified By GS1” since it provides the solution to build consumers’ trust which will lead to more sales, less returns and less counterfeit products. Today’s connected consumers have ever increasing appetite for information. Unfortunately much of the the data available now is incomplete, incorrect or out of date.

Although there is no one single UPC database, the Verified by GS1 initiative has created a global platform so trading partners can view 6 key attributes for every GTIN. US companies can now enter expanded product data into the Data Hub enabling potential trading partners, who subscribe to this program, the ability to view the key attributes for each GTIN.Verified By GS1

The 6 Verified by GS1 attributes are:

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 our 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 (see video) and it will soon be a requirement for manufacturers to gain access to marketplaces. Just as organizations, 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 requirements. The digital product 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.  The digital product image url must be hosted and named in a particular format.
  • 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.

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 charge 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 .    To sign up for GS1 Barcode Support, please visit or email

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