Yer they never seem to be where the arrow is!! BUT...they are normally some where on the outside of wrapper. it is a long 10 or so digit, it is not the barcode, when you buy the roll before cutting into it look for number SOMEWHERE lol on the outside of wrapper. it can be very hard to get code once started cutting through rapper. so best do it before you start cutting. Sometimes it is hard to see them, black long digit :) dont worry your dog has not eaten a token :)