2D Barcodes are set to transform the way GS1 members do business.
Consumers, brand owners, retailers and regulators: it seems everyone wants to know more about products—and as a result, everyone is looking for better ways to access information about a product by scanning a code on its packaging.
A 2D barcode can carry substantially more information than a traditional linear barcode, opening a world of possibilities for Kiwi businesses. Unlike standard ‘QR codes’, GS1 2D Barcodes also go ‘beep’ at point of sale just like a traditional barcode.
Working with retailers and product manufacturers, GS1 NZ is aiming for retail point of sale systems in New Zealand to scan 2D barcodes by the end of 2027.
If you can’t find the answer for your questions, please get in contact with us, GS1 NZ is committed to supporting the 2D barcode transition with the ecosystem and our members.
General
New Zealand is part of the international supply chain, so these new barcodes will start to appear here in the next couple of years. They also provide great benefits for brand owners locally to engage with their consumers. GS1 NZ is working together with retailers, industry associations, manufacturers and suppliers to ensure they are aware of the new approach and the opportunity for businesses.
The first port of call is really to ensure that retailer’s scanning environments are set up to scan at point of sale (POS). This planning is well underway.
The 'sunrise date' of 2027 is for retailers to be prepared to scan these new barcodes at POS. However, it’s important suppliers are aware of what 2D barcodes are, and how they can be used to deepen consumer engagement and provide additional data that can be acted upon. For example, an expiry date encoded in the 2D barcode can be used to block the sale of expired products at point of sale.
Please check out the latest version of the Retail Point-of Sale implementation guideline: https://ref.gs1.org/guidelines/2d-in-retail/#h-executive-summary
This 2D Barcodes at Retail Point-of-Sale Implementation Guideline is focused on the considerations and implications of utilising 2D barcodes encoded with GS1 barcode syntaxes at retail point-of-sale (POS) for brand owners, manufacturers, retailers and solution providers. The purpose of this document is to provide implementation guidance for industry to use in their 2D barcode journey and to enable a smooth, voluntary transition from linear barcodes, to using more capable 2D barcodes while minimising disruptions to existing business processes.
We provide a 2D Barcode verification service including a preliminary check to evaluate the syntax. The Data Matrix symbology generation is available in your MyGS1 portal and the GS1 QR Code generator will be available in 2025.
No. You will have already been assigned a GTIN (Global Trade Item Number) to a product that is encoded in the linear barcode. All you need to do is use the same GTIN in the 2D barcode.
If you are going to implement 2D, you need to choose data carriers and syntax based on your business needs and the ability of your stakeholders. GS1 recommends that you actively collaborate with your business partners to ensure that the work ahead takes place in collaboration and that the solutions that are developed comply with current regulations.
No. You should always ensure that your physical label is compliant with all applicable laws and regulations for the relevant government body or regulator.
Retail
1D barcodes have provided value over the last 50 years. 1D barcodes, such as EAN/UPC, are only capable of carrying a product identifier known as the Global Trade Item Number® (GTIN®). 2D barcodes can carry additional data, such as expiration date, batch/lot number, serial number and more. Having this additional data in the barcode adds value by allowing the information to be automatically captured and acted on.
Some 2D barcodes, like a QR Code powered by GS1 Digital Link, can carry additional data while connecting consumers and other users to online resources and experiences. Having this data in the barcode adds value by allowing the information to be automatically captured and acted on. In addition to carrying more data, 2D barcodes are likely to be smaller than their 1D counterparts and include features, like built-in error correction that add to their reliability.
No. 1D linear barcodes such as EAN/UPC and GS1 DataBar are not going away anytime soon. 1D barcodes will exist along with 2D barcodes wherever they are still needed or preferred.
The three barcodes that are approved for retail POS use in the GS1 standards are:
- GS1 DataMatrix
- QR Code with GS1 Digital Link
- DataMatrix with GS1 Digital Link
Note: These barcodes can only be used in addition to the 1D (EAN/UPC or GS1 DataBar), until there is pervasive adoption of 2D barcodes. GS1 has set an ambitious goal that all retailers should aim to scan 2D barcodes by 2027.
Organisations looking to implement 2D need to select a data carrier and syntax based on their business needs and stakeholder capabilities. GS1 recommends actively engaging with key trading partners to ensure the path forward is collaborative and the solutions are capable and compliant.
Yes. POS systems will need to be updated to be able to scan new, more advanced data carriers and extract the GTIN (at a minimum) from all barcodes scanned on a pack. Until these updates have been made across all retailers both locally and globally, a dual-marking period with 2D data carriers and the existing 1D barcode will be needed. Both the barcodes MUST encode the same GTIN.
It is not mandatory for brands to implement 2D barcodes by 2027.
All three barcode types are capable of encoding GS1 Application Identifiers (AI) that encode data like GTIN, batch/lot number, use by date and serial number. How those AIs are encoded into the barcode change how they can be used.
GS1 DataMatrix is a variant of Data Matrix that uses GS1 element string syntax*, which is also used in other GS1 barcodes like GS1-128.
QR Code and Data Matrix use the GS1 Digital Link URI syntax* to put data into a web compatible format that also allows the information to be used for traditional supply chain applications like price lookup, while also connecting to the web.
QR Code is often used for consumer engagement because they are recognised by all smartphone cameras natively. Many existing implementations of QR Codes on-pack are now enabling proprietary experiences. Once they are repurposed to use GS1 Digital Link URI syntax, they will transform into multi-use barcodes that allow BOTH consumer engagement and price lookup, eliminating the need for multiple codes on pack.
DataMatrix can also be used to connect users to the web, but not all mobile device cameras can natively recognise them.
*Syntax means how things are arranged in a specific way to have meaning.
The data that is encoded in barcodes and used at point-of-sale will vary based on what use cases are being enabled. At minimum, retail point-of- sale (POS) must be able to process the GTIN from a barcode. Following is a sample list of applications and the additional data that is commonly used to support industry’s retail POS use cases.
Results from testing, pilots and implementations have shown that scanning of 2D barcodes with additional data will not cause delays at point-of-sale.
The size of the 2D barcode will depend on multiple factors:
a) The type of 2D barcode (QR code with GS1 Digital Link URI or GS1 DataMatrix or Data Matrix with GS1 DL URI)
b) the length of the domain name ( if using a GS1 DL syntax)
c) number of additional information you encode in it. For example, batch/lot, expiry date, serial number etc
d) the length of the additional attributes. For example, you may choose an 8 digit batch/lot or 20 digit batch/lot
e) the x-dim that you choose
For example, a GS1 DataMatrix encoding only a GTIN at the minimum x-dimension would take up approximately 7mm x 7mm.
The GS1 General Specifications contains the minimum and maximum sizes allowed for 2D barcodes used on products scanned at retail point-of-sale in section 5.12.3.1.
Industry has set the ambitious goal of retail POS scanners globally being capable of scanning and processing 2D barcodes by the end of 2027. Different regions of the world will move at different paces towards the ambition goal of enabling 2D barcodes to be scanned at POS. GS1 New Zealand will be continuously monitoring and will communicate the adoption rate of 2D barcodes.
Currently not all retailers can scan 2D barcodes at POS. The Ambition is that all retailers will aim to scan 2D barcodes approved for POS by 2027.
No you don’t need to change the QR Code with GS1 DL URI to point to a new webpage. Redirection is a fundamental aspect of World Wide Web and can be set up by any website administrator. You can change the redirection to any URL without changing the QR Code.
When both linear and 2D barcodes are being used at retail POS, the recommendation is to place the 2D barcode (including Quiet Zones) within a 50mm radius from the centre of the linear barcode.
If the cartons/cases need to be scanned at retail POS then the 2D barcodes approved for retail POS (GS1 DataMatrix, QR Code with GS1 Digital Link URI, Data Matrix with GS1 Digital Link URI) can be added as an additional barcode to the linear barcode during the transition period. If the cartons/inners and outers are never to be scanned in retail POS, then either GS1 DataMatrix or GS1 QR Code can be applied as an additional barcode to the linear barcode in the carton/cases.
Healthcare
GS1 DataMatrix is the preferred symbology especially for regulated healthcare products. To encode a GTIN for scanning at point of sale you would use a linear 1D barcode. If you would like to encode production information like expiry, batch/lot, serial number for scanning in a healthcare setting, GS1 DataMatrix barcode can be used. At present you may need to apply both barcodes with the SAME GTIN to your product so it can be scanned in both a retail and healthcare setting.
GS1 Digital Link is a way to web enable your barcodes. It provides a structured standards based way to represent your GS1 identifiers in a web URL. It can provide more information about the product for patients, healthcare providers, manufacturers, distributors etc. globally. However the main requirement for UDI is a unique identifier also known as a GTIN (Global Trade Item Number) represented in a linear EAN/UPC barcode or a GS1 DataMatrix barcode which uniquely identifies your product globally.