GS1 Digital Link Initiative

GS1 2D codes incorporate the function of existing barcodes at the point of sale, but  can also be scanned from pack by consumers (and other parties in the supply chain) thereby delivering an interactive online experience...

GS1 Digital Link extends the power and flexibility of GS1 identifiers by web-enabling them. Each product's Global Trade Item Number (GTIN) is represented unambiguously online  in the form of a Uniform Resource Indentifier (URI) and is web-searchable    

GS1 have defined a detailed standard, including a web vocabulary, describing how product URIs are encoded (see link at the bottom of this page). GS1 2D also describes more information about each product (e.g. batch number, expiry date, allergens etc.) without the need for online lookup: the data is held within the 2D code    

Consumers scanning GS1 2D codes from pack can access whatever product and brand information the brand owner desires.

In time, online search and dedicated apps will serve consumers online by accessing product information  (held in product URIs) across the entire web    

Increased regulation, consumers desire to just "know more" and the drive for more sustainable packaging (and materials' recycling), mean that packaged goods need to contain MORE information. 

This information will be both  "on pack" (written and held as data within 2D codes)  AND "off pack": with the 2D code providing a portal to the online world          

Click on the link below for more information from GS1 UK  on  implementing Digital Link for consumer packaged goods