GS1 Digital Link embeds structured data into a URL within Next Generation 2D barcodes, enabling dynamic information retrieval.
As the Australian food and beverage industry increasingly adopts the next generation in barcodes, the barcode standards specialist GS1, is educating manufacturers and producers on the role of GS1 Digital Link and 2D barcodes to enhance their business.
Recognising the growing importance of these technologies, GS1 emphasises their potential to safeguard products against various issues, including counterfeiting and traceability, while meeting rising consumer demands for transparency.
Not just a passing trend
The use of next generation 2D barcodes is expanding, and GS1 understands that these technologies are not just a passing trend but integral to future industry practices.
With Agrifutures Australia estimating the cost of global food fraud is $AU40 to $50 billion annually with $AU2 to $3 billion in Australia alone, there is an urgent need for robust systems to ensure product traceability, authenticity and provenance.
This demand is further driven by consumer expectations for greater insight into how products are made and their origins.
A URL in a QR Code is not new
Despite the industry’s growing familiarity with 2D barcodes, the pivotal role of GS1 Digital Link has not been as prominently highlighted.
GS1 Digital Link specifies how structured data can be embedded inside a data carrier like a 2D barcode, offering a gateway to a multitude of information about the product; strengthening brand loyalty, improving supply chain traceability and in the future, can be scanned at retail point-of-sale.
This approach provides businesses and consumers with access to a wealth of data in a format that is easily identifiable and usable, whether for internal processes or customer communication.
When a barcode scanner reads a traditional barcode, it deciphers a sequence of numbers to interpret the data, such as expiry dates.
For example, if the scanner was to read a specific sequence of numbers, the scanner would know the data that follows is an expiry date. It can process that expiry date appropriately in whichever system is doing the scanning.
GS1 Digital Link enhances this capability by structuring data within a URL, allowing scanners to access and interpret various data points, facilitating not only data retrieval but also directs users to a variety of digital assets.
At the same time, it enables the URL to direct the user, a consumer for example, to a range of different digital assets that the brand owner for that product might have available and want to share with the consumer. This includes not just product information websites but also direct links to digital services.
Practical applications
One practical application is in product recalls. A scanned 2D barcode with GS1 Digital Link can redirect customers to recall pages or the brand owner’s website, where recalled products are listed.
It can also make an inquiry into other systems for authentication. For example, a serialised barcode number can uniquely identify each product, allowing brand owners to verify its authenticity.
Additionally, geofencing technology can raise questions about authenticity if a product is scanned in an unexpected location.
Traceability is another crucial benefit. GS1 Digital Link enables users to trace a product’s journey through the supply chain, uncovering its provenance and quality.
This capability extends to managing products nearing their expiry dates, reducing food waste.
One code, infinite possibilities
GS1 Digital Link also addresses the challenge of multiple codes on packaging. Today there is an increasing number of codes on a single product, creating confusion on one hand, but also removing valuable on-pack real estate for brands.
The next generation 2D barcode can consolidate this information, allowing brands to utilise packaging space more effectively for promotion.
As the Australian food and beverage industry increasingly adopts 2D barcodes, the importance of GS1 Digital Link has become more apparent.
For more information on GS1 Digital Link and how these technologies can benefit your business, visit the GS1 Australia website, www.gs1au.org/standards/2d-barcodes/getting-started