If it says the ribbon end and you just inserted a brand new roll, then there might be an issue with the chip inside and you will need to contact the reseller and have a replacement. DNP will reimburse the reseller.
This is due to an identification chip near where the serial number is on the outside of the ribbon spool. This ID chip tells the printer how many prints it has left. If it is damaged or bugged in anyway then the ribbon won't be usable. The cap that houses the ID chip could have fallen off as well.