GS1 DIGITAL LINK GUIDE
Understand What Changes When a Product Identity Becomes Web-Connected
A practical guide to GS1 Digital Link, QR Codes powered by GS1, resolvers, Ambition 2027, product authentication, custom security solutions, traceability, regulatory applications and implementation choices.
GTIN
Resolver
QUICK ANSWER
What Is GS1 Digital Link?
GS1 Digital Link is a GS1 standard that connects GS1 identifiers, such as a GTIN, to online information and services through web addresses. A product can use a compatible 2D barcode, such as a QR Code, to connect the same standardized identity to product information, authentication, traceability, regulatory content, consumer services and other digital resources.
GS1 identifier
Identifies the product.
QR Code
Makes the identity scannable.
GS1 Digital Link
Makes the identity web-addressable.
Resolver
Connects the request to the appropriate service.
THE TRANSITION
From a Barcode to a Connected Product Identity
The change is not simply replacing one symbol with another. It is moving from basic product identification toward a standards-based identity that can also connect to digital information and services.
TRADITIONAL PRODUCT IDENTIFICATION
1D barcode
- ✓ Primarily identifies the SKU
- ✓ Supports product lookup
- ✓ Supports retail checkout
- ✓ Limited encoded information
GS1-ENABLED 2D IDENTIFICATION
QR Code powered by GS1
- ✓ Standardized product identity
- ✓ Additional identifiers where applicable
- ✓ Web connection
- ✓ Multiple digital services
- ✓ Product information & consumer interaction
- ✓ Authentication, traceability and compliance use cases
This does not mean every product or industry must replace every existing barcode with a QR Code. The appropriate carrier depends on the business use case and applicable industry requirements.
TERMINOLOGY
Four Terms You Need to Understand
GTIN
The standardized product identifier
A Global Trade Item Number identifies a trade item within the GS1 system.
QR Code powered by GS1
The physical data carrier
A QR Code can encode GS1 identifiers using GS1 Digital Link URI syntax.
GS1 Digital Link
The web connection
It expresses standardized GS1 identifiers in a form that can connect to web resources.
Resolver
The traffic director
A resolver connects a GS1-identified resource to the appropriate digital resource or service.
THE RESOLVER
Why Does a Resolver Matter?
The same standardized product identity can connect different users and systems to different resources. The resolver helps route the request to the appropriate destination.
Is a resolver just a URL redirect?
Not exactly. A basic redirect typically sends a URL to one destination. A GS1 Digital Link resolver is designed to associate a GS1-identified resource with one or more related information resources or services.
DIGITAL LINK
Product information
Authentication & scan intelligence
Traceability
Applicable regulatory information
2D BARCODES
What Is GS1 Ambition 2027?
GS1 Ambition 2027 is the retail industry's goal for point-of-sale systems globally to be capable of processing GS1-standard 2D barcodes by the end of 2027.
WHAT BRANDS SHOULD ASK
Not only “Which QR should we print?”
- → What product identity should it carry?
- → What information should it connect to?
- → Will checkout need to use it?
- → Will customers scan it?
- → Will authentication be required?
- → Will future regulations use the same identity?
COMPARISON
QR Code vs QR Code powered by GS1
| Capability | Standard website QR | QR Code powered by GS1 |
|---|---|---|
| Web destination | Yes | Yes |
| Standardized GS1 product identity | Usually no | Yes |
| GTIN represented in URI | No | Yes |
| Can support multiple linked resources | Usually basic redirect | Yes |
| Useful across supply-chain applications | Limited | Potentially |
| Standards-based interoperability | Limited | Yes |
A QR Code is the carrier. GS1 Digital Link defines how standardized GS1 identifiers can be represented in a web-addressable form.
BUSINESS USES
What Can GS1 Digital Link Connect a Product To?
Digital Link provides the standards-based connection. The business applications sit behind that connection.
Product Information
Ingredients, specifications, instructions, certificates, documents and origin information.
Authentication & Product Security
Serialized verification, genuine-product checks, anti-counterfeit workflows and security validation.
Traceability
Product events, movement, recall workflows and supply-chain visibility.
Regulatory & Compliance
Market-specific information, DPP, EPR-related information, regulatory documents and reporting workflows.
Consumer Services
Warranty, product registration, loyalty, support and recycling information.
Scan & Market Intelligence
Scan location, geo intelligence, geofencing, repeat-scan patterns, market anomalies and channel insights.
PRODUCT SECURITY
What If a QR Code Alone Is Not Enough?
A QR Code can make a product identity accessible, but higher-risk products may require additional security controls. Product-security architecture should be selected according to counterfeiting risk, market conditions, channel behaviour and the level of verification required.
Custom Security Solutions
Security can be layered around the standardized product identity without requiring every product or market to use the same verification method.
Visible Consumer Verification
QR verification, scratch-and-verify codes, unique serial codes, SMS, WhatsApp, web verification and mobile apps.
Physical Security
Tamper-evident labels, security printing, holographic features, specialty inks, markers and covert features where applicable.
Digital Security
Serialized identity, code status management, access controls, verification rules and cryptographic controls where applicable.
Scan Intelligence
Duplicate scans, unusual frequency, unexpected geography, geofencing, cross-market activity and suspicious pattern detection.
Custom Authentication Workflows
Distributor, inspector, field-force and consumer verification; warranty activation; and channel-specific rules.
There is no universal security technology that is right for every product. The strongest solution combines identity, physical security, digital verification and intelligence according to the threat model.
AUTHENTICATION
Identification Is Not the Same as Authentication
What product identity is presented?
Should this identity and product interaction be trusted?
GS1 Digital Link can provide the standardized connection to an authentication service, but authentication requires additional logic, product data, security controls and verification evidence.
CIPHERCODE TERM
Verifiable Identity
A product identity that can be checked against trusted product, security or lifecycle evidence rather than simply read from a code.
TRACEABILITY
How Does GS1 Digital Link Relate to Traceability?
GS1 Digital Link identifies and connects a product to digital resources. Traceability records what happened to products as they move through their lifecycle. GS1 EPCIS is commonly used for sharing event-based traceability information.
What is it?
GTIN, serial or another product identifier.
Where can I access services about it?
Connects the standardized identity to web resources.
What happened to it?
Captures and shares lifecycle and supply-chain events.
SERIALIZATION
Does GS1 Digital Link Replace Serialization?
No. Serialization creates unique product identities. Aggregation establishes parent-child relationships between packaging levels. Traceability records lifecycle events. GS1 Digital Link can connect those identities to digital resources and services.
Serialization
Who or what unique item is this?
Aggregation
What physical container is it associated with?
Traceability
What happened to it?
Digital Link
What digital information or service can this identity access?
PHARMACEUTICAL
How Does GS1 Digital Link Apply to Pharmaceuticals?
Pharmaceutical supply chains already use regulated product identifiers, serialization, aggregation and traceability requirements. GS1 Digital Link should therefore be considered as a digital-access layer around established product identity rather than automatically as a replacement for existing regulated coding.
Explore Pharmaceutical Solutions →DIGITAL PRODUCT PASSPORT
How Does GS1 Digital Link Relate to DPP?
A Digital Product Passport requires a persistent connection between a physical product and relevant digital information. GS1 identifiers and GS1 Digital Link can provide a standards-based identity and access approach for DPP implementations, depending on the product and applicable regulatory requirements.
Important: GS1 Digital Link should not be described as universally mandated by DPP regulation.
EPR & PACKAGING
Can GS1 Digital Link Support EPR?
Yes, GS1 Digital Link can connect standardized product or packaging identities to information used in Extended Producer Responsibility, recycling, reuse and packaging-related services where the applicable implementation permits it.
SCAN INTELLIGENCE
What Can Brands Learn From Product Scans?
When a customer, field representative or channel partner scans a serialized product identity, the interaction can generate useful operational and market signals—subject to applicable privacy and consent requirements.
When and how frequently products are scanned.
Approximate geography where permitted.
Inside or outside expected regions.
Unusual activity involving the same identity.
Potential diversion, cloning or unauthorized distribution signals.
COMMERCIAL WORKFLOWS
Can the Same Identity Connect to Billing or Transactional Services?
Yes. The same product identity can be connected to approved digital applications and enterprise workflows, including commerce, billing, warranty, registration or other transactional services where appropriate.
For example, GS1 Digital Link can connect product identity to a GSTIN-based billing workflow. The Digital Link standard itself does not provide GST billing.
DECISION GUIDE
How Do You Choose a GS1 Digital Link Solution?
Start with the business and product architecture—not the QR code alone.
- 01What identity already exists?GTIN, internal SKU, serial number or another identifier?
- 02What carrier is appropriate?QR, existing barcode, RFID or NFC?
- 03Does each item need a unique identity?SKU-level or serialized?
- 04Where does authoritative product data live?ERP, PIM, MES, PLM, serialization or regulatory systems?
- 05What should users reach?Product data, authentication, DPP, compliance, warranty or another service?
- 06What security level is required?Basic information access or high-risk product authentication?
- 07What should happen when requirements change?Can you add services without replacing the identity foundation?
The right implementation is rarely just a QR-code decision. It is an identity, data, resolution, integration, security and lifecycle decision.
CUSTOM IMPLEMENTATION
When Does GS1 Digital Link Need a Custom Solution?
A standard implementation may be enough for simple product information. A custom architecture becomes more relevant as identity, integration, security and regulatory needs grow.
Standard may be enough when
- ✓ Product information is simple
- ✓ One destination is required
- ✓ No serialization is needed
- ✓ Security requirements are low
Custom architecture becomes relevant when
- ✓ Multiple systems hold product truth
- ✓ Different users need different resources
- ✓ Products are serialized
- ✓ Authentication is required
- ✓ Regulatory reporting is involved
- ✓ Multiple markets need different experiences
- ✓ Geo or anomaly intelligence is needed
BUYER FAQ
Common Questions Before You Implement
Does GS1 Digital Link require a new GTIN?+
Not necessarily. GS1 Digital Link can express existing GS1 identifiers such as a GTIN in a web-addressable form. The correct implementation depends on the product, carrier and use case.
Can one GS1 Digital Link connect to multiple services?+
Yes. A GS1 Digital Link implementation can associate the same GS1-identified product with multiple information resources or services through a resolver.
Can GS1 Digital Link support product authentication?+
Yes, as a connection to an authentication service. Digital Link itself does not prove authenticity; authentication typically requires authoritative identity records, verification logic and additional security controls.
Does GS1 Digital Link replace serialization?+
No. Serialization creates unique product identities. Digital Link can connect those identities to digital information and services.
Does DPP universally mandate GS1 Digital Link?+
No. GS1 Digital Link can provide a standards-based identity and access approach for some DPP implementations, but the applicable regulation determines what is mandatory.
What is a GS1 Digital Link resolver?+
A resolver connects a GS1-identified resource to one or more related information resources or services and can route requests according to configured rules.
What is GS1 Ambition 2027?+
It is the retail industry's goal for point-of-sale systems globally to be capable of processing defined GS1-standard 2D barcodes by the end of 2027.
Can Digital Link integrate with ERP or PIM systems?+
Yes. A practical implementation can connect resolver services with ERP, PIM, MES, PLM, serialization, regulatory and other enterprise systems.
FROM EDUCATION TO IMPLEMENTATION
Ready to Apply GS1 Digital Link to Your Products?
Start with your existing product identities, systems, markets and business requirements. Then design the right combination of QR, resolver, integration, authentication, compliance and intelligence services.