FAQ: the questions small brands actually ask
Honest answers about GS1 Digital Link and Sunrise 2027 — including the questions where the truthful answer is “it depends.”
Do I have to switch to 2D barcodes?
There is no law requiring it. Sunrise 2027 is an industry ambition that checkout scanners will be able to read 2D barcodes by the end of 2027 — not a mandate that brands adopt them by a fixed date. That said, retailers are expected to increasingly favor 2D codes over time, and packaging artwork has long lead times, so most brands are better off planning the change into an upcoming print run rather than waiting. Confirm any specific requirements with your retail partners.
What happens to my existing UPC barcodes?
They keep working. The GTIN behind your UPC is the same identifier a GS1 Digital Link uses, and 1D barcodes remain valid and scannable throughout the transition. During the changeover, many brands print both the UPC and a new 2D code on the same package (called dual marking), so the product scans everywhere while 2D capability rolls out.
Does this cost money?
It depends on what you already have. The GTINs themselves you likely already own — they do not need to be re-bought. New costs are: a packaging artwork update at your next print run (a design task, not a packaging change), and a way to host and resolve the links, which can range from pages on your existing website (nearly free, but manual) to a resolver service with a monthly fee. Tools like OriginQR bundle link hosting, lot data, and QR generation into one subscription; doing it yourself trades that fee for your own maintenance time.
Can I do this myself, or do I need a consultant?
Most small brands with a modest number of SKUs can handle the basics themselves: make sure your GTINs are in order, decide what each code should link to, generate the 2D codes, and update artwork at the next print run. Where brands often want help is hosting the links so they resolve correctly and stay updatable — that is the part resolver services (OriginQR is one) exist for. A consultant is generally only worth it for large catalogs, co-packer complexity, or formal compliance programs.
What is the difference between a regular QR code and a GS1 Digital Link QR code?
A regular QR code can point to any URL, but the URL is just a destination — no system other than your own website knows what product it refers to. A GS1 Digital Link QR code encodes a URL in a standard structure that contains the product’s GTIN (and optionally lot and date data), so retail systems can extract the product identifier from it. That is what lets one printed code work at the checkout scanner and open consumer content on a phone.
Do I need new packaging right away?
No. There is no date on which existing packaging becomes unusable. The normal path is to add the 2D code to your artwork the next time labels or film are being reprinted anyway. Because print lead times are long, the useful work to do early is deciding your link structure and destination — not rushing a reprint.
Do I need a new QR code for a new batch or lot?
Yes — each new lot or batch gets its own unique QR code, because the lot code is embedded directly in the code’s URL (originqr.app/01/{gtin}/10/{lot}). What never requires a new code or a reprint is updating an existing lot’s data: you can change where a printed lot’s code leads, flag it for recall, or correct its expiration date entirely in the cloud, and the code already on that batch’s packaging keeps working. Only creating a genuinely new lot means printing a new code for that batch.
Will a 2D barcode scan at checkout today?
It varies by retailer. Upgrading point-of-sale scanners to read 2D codes is exactly what Sunrise 2027 is about, and readiness differs from chain to chain. Today, the guaranteed value of a 2D code is the consumer side — every modern phone camera reads it. Until your retail partners confirm 2D scanning at their registers, dual marking (keeping the UPC alongside the 2D code) is the safe configuration.
Where do I get GTINs?
From a GS1 member organization — GS1 US in the United States. You either license a GS1 Company Prefix, which lets you assign your own product numbers at a capacity that fits your catalog, or license individual GTINs for very small catalogs. If your products already carry UPCs from a legitimate GS1 license, you already have GTINs and do not need new ones.
Is this the same as the FDA food traceability rule (FSMA 204)?
No — they are separate things that complement each other. FSMA 204 is an FDA regulation requiring additional traceability record-keeping for certain foods; it does not require 2D barcodes. Sunrise 2027 is an industry scanning initiative, not a regulation. The connection is practical: the lot-level data a GS1 Digital Link can carry (lot code, dates) overlaps with the data traceability programs track, so brands doing one are often well positioned for the other. For what the rule requires of your specific products, consult FDA’s published guidance or a qualified advisor.
What happens if I do nothing?
In the near term, probably nothing dramatic — your UPCs keep scanning and your products keep selling. What you miss is the consumer-engagement side (a scannable link to your product content) and a head start on retailer preferences that are expected to evolve toward 2D codes. The realistic risk of waiting is not a penalty; it is having to rush an artwork change later, on someone else’s timeline.
Where does OriginQR fit into all this?
OriginQR is a resolver service and management dashboard for small brands: you register your GTINs, attach lot codes and expiration dates, and OriginQR generates the GS1 Digital Link QR codes and answers them when scanned — including showing a recall notice if a lot is flagged. It is one practical option for the hosting-and-resolving step; the rest of the transition (GTINs from GS1, artwork updates, retail conversations) is the same whether you use it or not.
Part of the OriginQR learning hub: What is a GS1 Digital Link? · Sunrise 2027 explained · Getting started · Glossary · Print guide