This white paper uses footwear as a case study to examine the complex Russian serialization regulations for the consumer goods industry. Starting July 1, 2019, manufacturers, importers, distributors, wholesalers, and retailers had to begin labeling their products with 2D Data Matrix codes. By February 1, 2020, footwear supply chain actors were expected to have obtained all necessary equipment (e.g., barcode scanners, printers, cash registers) and mastered the new system. Beginning March 1, 2020, production, import, and wholesale and retail sale of unmarked footwear is prohibited. Learn what you need to know to be compliant now — and always.