GS1 QR Code Webinar Recap: Key Insights and Expert Takeaways
On February 26 at 11 AM EST, QR TIGER organized a highly engaging GS1 QR Code webinar. In it, we explored how GS1 Digital Link QR Codes are shaping the future of product identification and data sharing.
The session provided valuable insights into how these QR codes enhance logistics, point-of-sale (POS) systems, and consumer engagement, offering businesses a smarter, more connected way to manage product information.
The discussion featured two prominent speakers:
- Melissa Wilson, Head of the Enterprise Unit, QR Tiger
- Ned Mears, Senior Director, GS1 US
Throughout the session, participants engaged in thought-provoking discussions, asking important questions about implementation, benefits, and challenges.
Below, we’ll cover the key takeaways, notable questions, and expert responses that made this webinar a must-attend event.
Key Points from the Webinar
What is Sunrise 2027?
Sunrise 2027 involves implementing 2D barcodes for product identification across industries. The first step is ensuring that retail POS systems and equipment can scan 2D barcodes alongside traditional 1D barcodes.
This transition sets the stage for better product tracking, more data-rich packaging, and a smoother shopping experience.
Why Switch from 1D to 2D Barcodes?
1D barcodes (like UPCs) only hold a product ID—that’s all. 2D barcodes, like GS1 QR Codes and Data Matrix, carry much more: expiration dates, batch numbers, recall information, and even web links for extra details.
That means better tracking, better transparency, and more value per scan.
What is a GS1 Digital Link QR Code?
It’s a special type of QR code that follows GS1 standards. Unlike regular QR codes that just open a webpage, these work at checkout like a barcode but also provide extra product details when scanned by a phone.
The code embeds the GTIN within a structured URL and can also include multiple data attributes using GS1 Application Identifiers (AIs).
The key product information is encoded in a way that both retail scanners and consumer devices can interpret. Here’s what it typically includes:
Base URL (Domain Name) – This can be a company’s branded website or a GS1 resolver service.
Data Attributes – These are the key details about a product that makes it identifiable and traceable. Think of them as the essential "what, when, and where" of a product. Common ones include:
- GTIN (Global Trade Item Number)
- Batch/Lot Number
- Serial Number
- Expiration Date
Application Identifiers (AIs)—These are like tags that label each data attribute so systems can understand them. Every AI is a predefined number that tells a scanner or database what data it is.
- 01 = GTIN
- 10 = Batch or lot number
- 17 = Expiration date
- 21 = Serial number
You can view the entire AI list on GS1's website
How Does It Work Compared to 1D Barcodes?
What stays the same: It still identifies the product at checkout, just like a 1D barcode.
What improves:
- Stores and logistics teams can track products better, automate recalls, and update product details in real time.
- When customers scan it with their phones, they get instant access to product details, sustainability info, promotions, and more.
Webinar Q&A Highlights
During the webinar, participants had insightful questions about the transition to GS1 Digital Link QR Codes and what it means for businesses, retailers, and consumers.
Below, we’ve organized a few questions and responses to clarify compliance timelines, implementation strategies, technical capabilities, and business impact.
In 2027, do we have to switch, or is it just optional? When will there be a mandatory switch?
This question comes up a lot. Sunrise 2027 is not a government-mandated deadline or a regulatory requirement. Instead, it’s an industry initiative focused on ensuring that retail point-of-sale (POS) systems can scan 2D barcodes—just like they do with traditional barcodes today.
For brands, there’s no need to wait to start using 2D barcodes on packaging. While it's not mandatory, being ready by that date offers a major advantage.
Early adoption means your business stays ahead, future-proofs operations, and can tap into new technologies before the rest of the market catches up.
Does the 2D barcode replace traditional barcodes, or will 1D barcodes still work in five years?
That’s exactly why we use the term Sunrise instead of Sunset —because 1D barcodes aren’t being phased out.
Retail environments are complex, with countless products and scanning systems in place. While some retailers will be fully ready for 2D-only scanning by 2027, others may need more time
For businesses selling across multiple retail channels—large and small—keeping both 1D and 2D barcodes on packaging might be the best approach.
That said, 1D barcodes will still work as they always have. No one is shutting off that capability,
What is the most ideal step for businesses between now and 2027?
The best steps to take before 2027 depend on your role in the supply chain—whether you’re a retailer with a point-of-sale (POS) system or a brand owner managing product packaging.
For retailers and businesses with POS systems:
The first step is understanding your existing hardware—what scanners you have, whether they can read 2D barcodes, and what upgrades (if any) are needed. Most hardware providers already have solutions in place, so it’s often just a matter of adjusting system configurations.
For brands and product manufacturers:
Start by identifying where your barcodes come from, who manages them, and how they are added to your packaging. If you already use QR codes, you may just need to update the data format to include a GS1 Digital Link with a GTIN. From there, testing is key—partner with retailers to ensure your barcodes work properly at checkout.
Whether you’re a retailer or a brand, pilot programs and small-scale testing will help ensure a smooth transition. GS1 can also provide guidance to support businesses through this process.
For regulated products like cannabis and tobacco, can we have different barcodes for compliance and marketing?
Regulations suggest that Data Matrix is the preferred 2D barcode format for industries like healthcare and pharmaceuticals due to its features.
For example, the FDA mandates that pharmaceutical barcodes include a GTIN, lot number, expiration date, and serial number for traceability.
A separate QR code can be used for marketing, but in this case, regulation trumps everything else
Are brand intentions for what data to include in the 2D barcode aligned with retailer requirements?
The best way to approach this is by looking at alignment on core data and flexibility for additional details.
At a minimum, brands should include the GTIN (Global Trade Item Number) in the 2D barcode. This ensures that as soon as retailers are ready to scan, their systems can recognize and process the product information without issue.
Beyond that, the conversation shifts to brand-retailer collaboration. For instance, if a brand sells perishable goods like sandwiches, dairy, or eggs, they might want to include an expiration date in the Digital Link QR code to enhance the consumer’s web experience.
However, some retail partners may not yet be ready to capture this data at checkout. In such cases, retailers could ignore the expiration date and use only the GTIN for price lookup.
Looking ahead, retailers are likely to request more data points for food traceability and safety. For example, they may eventually require lot codes for certain products to enhance recall management and traceability down to the customer level.
Should retailers upgrade all their scanning equipment to read 2D barcodes, or can existing hardware be used?
In most cases, retailers don’t need to replace their hardware—most modern scanners can already read 2D barcodes. However, many retailers have this feature turned off to avoid scanning unintended QR codes.
Upgrading is often as simple as updating the firmware to enable 2D barcode scanning.
GS1 has developed tools with configurations available to help retailers adjust settings and ensure their systems can read and interpret the QR codes correctly. The key step is making activating this capability a business priority.
If product information changes, do we need to generate a new GS1 QR code, or can we update the content dynamically?
We need to clarify what's been said in the video about the product information being dynamic.
QR Code URLs are Static: Once a QR code is created, the web address (URL) it encodes is permanent. You cannot directly change information within that URL, such as GTIN, batch numbers, expiration dates, or serial numbers. If these details need to change, a completely new QR code with a new URL must be generated. This would require reprinting.
Dynamic Linking: The "dynamic" aspect refers to the destination of the URL. If you want to change where the link goes (e.g., a different webpage with updated information), but the URL itself stays the same, you can do this without generating a new QR code.
Is a smartphone capable of reading GS1 Digital Link QR codes today?
Smartphones can read these QR codes today. The functionality works just like any other QR code – scan it, and it takes you where you need to go.
The main difference is in how the data is structured. Instead of just leading to a website, the URL in the QR code contains product IDs and other key product information.
How do you control who sees information—like consumers, vendors, and other stakeholders?
As the brand owner, you have full control over:
- The URL – You choose the web address linked in the QR code.
- The content – You decide what information is displayed when the QR code is scanned.
- Access levels – You can configure your system to show different information depending on who is scanning (e.g., consumers see product details, while vendors access supply chain data).
For supply chain partners, their systems can be set up to extract only specific data points, like the GTIN or expiration date, without accessing the full web experience.
Retailers may also capture the web address at the point of sale for analysis, but they cannot alter or hijack the original URL’s destination. The brand always dictates where the QR code redirects.
Thank you & the next steps
First and foremost, thank you to everyone who attended the webinar. We hope you found the discussion insightful and valuable.
A special thank you to our host, Melissa, our distinguished guest, Ned Mears, and his organization, GS1 US.
Let’s wrap this up with this particular question asked during the webinar:
If GS1 Digital Link is ready and working, why do we need to wait till 2027?
The short answer? You don’t have to.
The 2027 milestone is a target for industry-wide adoption, ensuring retailers and brands have a clear deadline to transition. However, the technology, standards, and infrastructure are already in place today.
Brands that are ready can implement 2d barcodes now and take advantage of its benefits without waiting. The industry may be working toward full readiness, but there’s no reason to delay innovation when the tools are available.
DISCLAIMER: We acknowledge that GS1, as well as the materials, proprietary items, and all related patents, copyright, trademark, and other intellectual property (collectively, “intellectual property”) relating to its use, are the property of GS1 Global, and that our use of the same shall be in accordance with the conditions provided by GS1 Global.
