2D Barcodes: Enhancing Security, Customer Experience while Building Trust and Transparency

By: S Swaminathan, CEO, GS1 India  

The application of 2D barcodes for electronic labeling is changing how product information is shared across the supply chain. Notably, 2D barcodes like Quick Response (QR) codes are graphical representations that carry a lot of crucial information encoded within. This capability is increasingly making them a versatile and effective solution to meet modern consumers’ need to access detailed product information. Today’s consumers expect more clarity and information from product labels, and the implementation of QR codes and widespread use of smartphones is helping them access them easily. 

For instance, with a quick scan of a QR code on a smartphone, consumers can access product information on their devices within seconds. In India, over 700 million individuals own smartphones, many of whom have experienced the convenience of scanning a 2D QR barcode at least once when purchasing a product. Thanks to the constant technological advancements, 2D barcodes are not only changing how consumers interact with physical labels but are also expanding their role in this digital world.

Easy access to product details  

An average consumer today wants to know more about a product before purchasing it. However, traditional labels have limited space. In this regard, a 2D barcode is seen as a solution that could influence consumers’ buying decisions. 2D barcodes are designed to carry detailed product data, which physical labels often cannot accommodate due to space constraints. A quick scan of a QR code placed on a product can help consumers access nutritional information, food recipes, allergen(s), care instructions, user manuals, troubleshooting tips, operation guides, warranty activation links, instructions on disposal and recycling, and remote assistance. Notably, this feature is equally useful for brands that aim to simplify their customers’ experiences.

Ensuring authentication and traceability

Manufacturers are embedding unique product identification and other product attributes in their 2D barcodes to ensure their products are genuine and can be easily traced across the supply chain. This feature is beneficial for all industries, as it helps in addressing concerns related to counterfeit products and enhances traceability. Globally, many countries have implemented QR codes to promote product traceability.

Similarly, many countries are mandating labels on various products to ensure authentication and traceability. This is an effective measure to safeguard public health, protect the people’s right to have genuine and quality products, and save against counterfeit practices. Embedding barcodes on labels is being advocated globally to ensure product quality and consumer safety. Technologies such as QR codes and RFID tags are helping to share product details and increase traceability in the supply chain.

Nowadays, companies struggle to filter counterfeit products which hampers the experience of consumers seeking quality products, leading to a loss of sales and customer trust. Recognised brands are adopting techniques such as serialisation and 2D barcodes to authenticate their products and facilitate recall to combat this challenge and protect their market reputation. However, the effectiveness of 2D barcodes depends on how data is encoded within them.

The role of data encoding in 2D barcode

2D barcodes have a greater data storage capacity than 1D barcodes. Additionally, their built-in error correction feature helps restore crucial data if the code gets smudged or damaged, which adds to their reliability. Standardised frameworks help encode product information effectively and ensure they are recognised and used across industries to ensure the following: 

Meeting demands for transparency: Modern consumers demand transparency regarding product safety, origin, and sustainability, and often use their smartphones to research a product before purchasing it. 2D barcodes with embedded product data can guide consumers to make an informed decision. As a result, more brands are leveraging digital solutions like QR codes to communicate details and cultivate brand trust among consumers. 

Sustainability and compliance: 2D barcodes on physical products can link to online resources offering more in-depth information than a regular label. These resources often include information on safety compliance, certifications, and energy efficiency efforts. Accessing these details provides consumers peace of mind by ensuring safety. In addition, 2D barcodes lower the need for physical labeling, which directly helps lower waste and promote eco-friendliness.

Global regulations driving the adoption of 2D barcodes

Several countries have acknowledged the importance of 2D barcodes in electronic labeling and introduced regulations to promote sustainability, safety, and compliance. 

For instance: The Digital Product Passport (DPP), part of the Ecodesign for Sustainable Products Regulation (ESPR), will be mandatory for various products in the European Union (EU) from 2026 to 2030. It requires manufacturers to provide digital information about their product’s environmental performance. Similarly, the Food Safety Modernisation Act (FSMA), introduced in the USA in 2011, aims to prevent foodborne contamination by focusing on prevention rather than response. It establishes strict traceability rules for manufacturers, growers, and distributors, and grants the US FDA authority to inspect and regulate food storage facilities and the recall process.

In India, the government has mandated QR code regulations for pharmaceuticals and pesticides to ensure safe use. The Central Drugs Standard Control Organisation (CDSCO) and state drug inspectors found concerning number of counterfeit and substandard quality drugs in India. To address these issues, QR codes are now required for API manufacturers and the top 300 pharma brands on product packaging to facilitate tracking, enhancing transparency, and combating counterfeit.

The Food Safety and Standards Authority of India (FSSAI) emphasises that documentation and record-keeping are essential for Good Manufacturing Practices (GMP), ensuring traceability, accountability, and compliance with food safety standards. This involves detailed records of each food batch, including ingredients, processing steps, deviations, and product recalls. These records support compliance, quality control, and continuous improvement in food safety practices.

Similarly, the Department of Agriculture and Farmers’ Welfare, Ministry of Agriculture and Farmers Welfare of the Government of India issued a notice that QR codes on insecticide labels must include information like a unique identifier, or GTIN, batch number, date of manufacturing and expiry, and website. This measure is expected to ensure the traceability of pesticides and access to genuine products.

Conclusion

In a nutshell, the wide-scale use of 2D barcodes for electronic labeling is transforming how brands communicate with modern consumers. Digital solutions like QR codes are helping brands offer complete product information to ensure authenticity and become compliant with safety regulations. With global regulations promoting the adoption of 2D barcodes as a standard practice in product labeling to ensure sustainability, consumer safety, brand compliance, energy efficiency, and durability, their role will become more crucial across industries.