Article of O.A.Gorodov, Professor of St. Petersburg State University, Doctor of Law (Saint Petersburg, gorodovoleg@gmail.com), analyzes the most significant amendments made to the rules of §3 of Chapter 76 of the Civil Code of the Russian Federation, which will come into effect in July 2020. These amendments substantially change the current model of legal regulation of relationship in the sphere of application of the means of individualization identifying the unique characteristics of the goods.