Lessons Learned From Our Testing Lab

Since our barcode testing lab began evaluating GS1 Digital Link samples last last May, a clear pattern has emerged. While enthusiasm for the Sunrise 2027 transition runs high, companies repeatedly stumble over two fundamental misunderstandings: confusion about what type of QR code they’re creating, and a lack of clarity about the resolver’s role. These aren’t minor technical hiccups—they’re critical issues that can derail implementation entirely.

Consumer expectations have fundamentally shifted. In the United States, approximately 99.5 million smartphone users were expected to scan QR codes in 2025—a number that has grown dramatically from just 83 million in 2022. More telling, 83% of US consumers now read food labels before making purchase decisions, with 64% paying more attention to labels than they did five years ago. Meanwhile, 72% of American grocery shoppers indicate that transparency is extremely important when deciding which food brands and retailers to support.

Traditional one-dimensional barcodes can’t meet these demands. They identify product types but cannot distinguish batches, expiration dates, or individual items. GS1 Digital Link changes everything by encoding structured web addresses into two-dimensional barcodes. A single specially formatted QR code now powers point-of-sale scanning while directing consumers to brand-controlled digital experiences—delivering allergen information, sustainability data, loyalty rewards, or product recalls without requiring special apps.

Mistake #1: Confusing Marketing QR Codes with GS1 Digital Link

The first recurring problem involves the fundamental nature of QR codes themselves. Many companies assume any QR code linking to product information qualifies as GS1 Digital Link compliant. This misconception creates implementations that work for marketing but fail at point-of-sale.

As the above video demonstrates, there are definite differences between a simple QR Code, a GS1 QR Code and a GS1 Digital Link QR Code. In their rush to promote this new initiative, GS1 has coined the phrases “QR Codes Powered By GS1” and their marketing department may have overlooked that they already had a definition for a GS1 QR Code, before the GS1 Digital Link specifications were drafted.

With over 80% of US consumers indicating they’re likely to use QR codes, websites, or apps to seek additional product details—whether shopping in-store or online—companies are rushing to add QR codes to packaging. However, standard marketing QR codes encode simple web addresses like https://www.brand.com/products/shampoo-xyz. While fine for consumer engagement, these lack the structured data architecture retail scanners need. They contain no standardized identifiers for supply chain systems. They offer no mechanism for encoding batch numbers, expiration dates, or serial identifiers required for traceability and recalls.

GS1 Digital Link follows strict formatting rules using GS1 Application Identifiers—standardized codes computers recognize universally. A compliant link looks like https://gtin.info/01/09507000009060/10/AB12?17=250808, where /01/ signals the GTIN, /10/ indicates batch number, and 17=250808 communicates an expiration date.

This structure enables one barcode to serve multiple stakeholders. Point-of-sale systems extract the GTIN. Supply chain software parses batch information. Consumer apps follow the URL to brand content. Regulatory systems verify compliance through standardized fields.

During testing, we repeatedly see codes that superficially resemble Digital Link but fail compliance. The /01/ element might be missing or incorrectly formatted. Batch numbers appear as arbitrary query parameters rather than following prescribed syntax. Domains aren’t configured for proper resolution. Companies discover these failures only when retail scanning creates operational chaos and damaged partnerships.

Mistake #2: Misunderstanding the Resolver’s Critical Role

The second recurring confusion centers on the “resolver”—intelligent web infrastructure that transforms Digital Link codes from simple redirects into dynamic, context-aware systems. Companies often grasp that QR codes need structured data but miss the critical middleware that makes everything work.

A resolver acts as the smart interpreter between scanning and destination. When someone scans a GS1 Digital Link code, their device contacts the embedded domain—for instance, https://gtin.cloud. This domain hosts a resolver that examines the request, understands the structured GS1 data, and intelligently routes users based on context.

Consider vitamins with this Digital Link: https://id.brand.com/01/01234567890128/10/LOT456?17=260315. A point-of-sale scanner extracts just the GTIN for checkout. A consumer scanning with their smartphone triggers the resolver to check location, device, and language before serving appropriate content. A recall system queries batch information. A regulatory inspector receives compliance documentation. Same code, different destinations—all managed by the resolver.

This multi-destination logic requires sophisticated backend infrastructure many companies don’t realize they need. We encounter implementations with proper GS1 syntax pointing toward static pages with no resolver functionality. Every scan leads to the same destination regardless of context, negating Digital Link’s core value.

Other companies build resolvers without understanding GS1 requirements—creating redirect logic but failing to implement proper identifier parsing, link type handling, or fallback logic. When a consumer scans a serialized code with no serial-level content, the resolver should gracefully fall back to batch-level, then product-level content rather than serving errors.

Platform providers like info.link offer turnkey resolver services because building this infrastructure internally demands significant technical expertise. The resolver must stay current with evolving GS1 standards, handle global traffic reliably, provide analytics, support multiple languages, and integrate with existing systems. For most brands, partnering with specialized providers makes far more sense than internal development.

Why Pre-Deployment Testing Matters

These recurring mistakes underscore why barcode testing has become essential. Companies cannot simply generate codes, print packaging, and hope everything works.

Our testing examines structural compliance and functional performance. We verify URLs follow GS1 syntax exactly, test scanning across devices and readers, simulate point-of-sale environments, and check resolver configurations.

Testing frequently reveals issues companies didn’t know existed. Codes might scan on marketing smartphones but fail on retail scanners due to size, contrast, or encoding problems. Resolvers might work for consumers but lack supply chain support.

Catching problems during testing saves costs and prevents damaged retailer relationships. Major retailers expect supplier codes to work flawlessly, and scanning failures create checkout delays with some retailers imposing chargebacks or suspending products.

The Path Forward

Companies understanding the distinction between marketing QR codes and compliant Digital Link codes, and investing in proper resolver infrastructure, position themselves for success. They can roll out consumer features while building foundations for future requirements.

Those mistaking superficial similarity for compliance risk being unprepared as 2027 approaches. With FDA’s Food Traceability Final Rule establishing enhanced recordkeeping requirements (compliance extended to mid-2027), and 51% of US consumers actively seeking clean label packaged foods, proper implementation has become urgent.

These mistakes are preventable through education and testing. Standards bodies provide specifications, technology platforms offer infrastructure, and testing labs validate implementations.

As transparency expectations rise and retailers complete upgrades, GS1 Digital Link will become the universal language connecting products to digital experiences.

Learn the difference between marketing QR codes and GS1 Digital Link codes, invest in proper resolver infrastructure, and validate through professional testing before deployment. These steps transform potential mistakes into strategic advantages—delivering enhanced consumer engagement, operational efficiency, and regulatory compliance for years to come.