Starting this year, GS1 and GS1 Italy have introduced Verified by GS1, a powerful new tool to query international GS1 registries. This platform enables retailers and marketplaces to directly verify:

• Product identity via the GTIN (Global Trade Item Number)

• The company responsible for the product

• Locations using the GS1 GLN (Global Location Number) standard

The transition from the previous distributed database system, GEPIR (Global Electronic Party Information Registry), to the new centralized Global Registry ensures more reliable data and better search performance, aligning with modern business needs.

Key Improvements with Verified by GS1 include:

• Support for bulk queries with exportable results in Excel

• Access to the product’s digital identity, composed of the GTIN plus six additional descriptive attributes: brand, description, content or quantity, market of sale, product classification, and product image

• Delivery of precise, high-quality information sourced directly from the companies responsible for marketing the products across all sales channels

How Verified by GS1 Works
Verified by GS1 allows direct verification of data contained in the global GS1 registries on behalf of retailers and marketplaces. On GS1 Italy’s website, users can perform searches by:

• Product (via GTIN)

• Location or entity (via GLN)

• Other GS1 keys (e.g., SSCC for logistics units)

• Company name

The publication of data, on the other hand, is managed by the companies themselves.

Source and Quality of Information
Product attributes connected to GTINs are provided directly by the brand owner companies, who manage product commercialization and identification. Information is loaded via bulk imports using GS1 Italy’s tools such as Immagino (which creates the digital twin of a product) and Codifico (a GTIN management tool). GS1 Italy is also working to enable publication via the Allineo service, which synchronizes product data across the GS1 GDSN standard.

Access
The Verified by GS1 search service on the GS1 Italy website is publicly accessible, allowing up to 30 free individual queries daily per IP address. Registered GS1 Italy users—producers, retailers, and marketplaces—can obtain credentials for unlimited bulk requests.

Impact and Benefits
Leveraging Verified by GS1 enables:

• Validation and legitimacy checks of barcode codes

• Improved data quality and management across the supply chain

• Cleaner product catalogs and smoother listing processes

• Increased product visibility in search engines

• Detection and prevention of fraudulent practices and counterfeiting

• Stronger brand protection

Currently, nearly 500 million GTINs are registered globally in the GS1 Registry, with almost one million GTINs from Italian companies alone. GS1 Italy aims for widespread adoption in 2024, encouraging companies to share foundational product information linked to GTINs.

This innovative platform marks a significant evolution in product data transparency, empowering businesses and commerce ecosystems to verify identities efficiently and reliably while enhancing supply chain integrity.