Should I set identifier exists to false in Google Shopping?

Direct answerSet identifier exists to no or false only when you are sure the product has no GTIN, no MPN, and no brand. Google’s identifier exists attribute, reviewed October 28, 2026, says a false value on a product that does have an identifier produces a warning. It is not a way to skip a barcode you could have submitted.

Which products qualify

Unique product identifiers are the GTIN, the MPN, and the brand. This attribute says those identifiers are not available. Google recommends it for products that have none of the three. If the product is new, which you mark with the condition attribute, and it has no assigned identifiers, submit identifier exists as no or false. The examples are custom or one-of-a-kind goods, such as a custom T-shirt, art, or handmade goods, and products from before GTINs, such as vintage goods, antiques, and books published before 1970.

Google’s sample rows leave the GTIN and the MPN blank. A custom black dress is identifier exists “no,” condition new. A hand-knitted scarf is the same. The digits, when a manufacturer did assign them, belong on the GTIN page. Do not invent a GTIN to avoid this field.

The store-made exception is a different page

The brand attribute tells a merchant who made the product, and who is the only seller of a product with no official brand, to submit the store name and an MPN of their choice instead of identifier exists set to false. That instruction is on the brand page. Use this attribute when there is no brand to submit. Use the brand page when you are putting your store name in the brand field.

Set the value to no or false only when you are certain. If evidence shows an identifier exists, Google says the product receives a warning. This page does not print a disapproval or a 7-day suspension warning for the flag itself.

Sources

• Google Merchant Center: Identifier exists

Reviewed October 28, 2026. Policies change. This is not legal advice.

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