QR code vs GS1 Digital Link - key differences for Digital Product Passports

If you have heard about the Digital Product Passport (DPP), you probably know that a consumer should be able to scan a code on a product and access data about its composition, origin, or recyclability. But what kind of code exactly? A plain QR code? Or something more advanced?

This article explains the differences between a QR code and a GS1 Digital Link - and why the distinction matters for companies preparing for DPP compliance.

If you are new to DPP, start with our overview: Digital Product Passport in 15 minutes.

What is a QR code

A QR code (Quick Response code) is a two-dimensional barcode that can store text, a URL, contact information, or other data. Scanning it with a smartphone opens the encoded address - usually a web page.

QR codes are everywhere: packaging, posters, business cards, event tickets. The issue is that a plain QR code is simply a container for a URL. It carries no structured product data on its own - think of it as an envelope with no return address.

What is GS1 Digital Link

GS1 Digital Link is a standard developed by the GS1 organisation that combines a product identifier (such as a GTIN) with a URL in a single code. Instead of pointing to an arbitrary page, GS1 Digital Link encodes a structured address containing the product identification number.

An example GS1 Digital Link URL:

https://id.gs1.org/01/05901234123457

Breaking it down:

https://id.gs1.org - the resolver domain (can be the company’s own domain)
/01/ - GS1 Application Identifier for GTIN
05901234123457 - the specific GTIN of the product

Additional parameters can be appended, such as a batch number (/10/ABC123) or a serial number (/21/...), enabling identification down to the individual item level.

Key differences: QR code vs GS1 Digital Link

Feature	Plain QR code	GS1 Digital Link
What it stores	Any URL or text	Structured URL with product identifier
Product identification	None - URL does not contain a GTIN	Built-in - GTIN, batch, serial number
Number of destinations	One URL, one destination	One code, multiple destinations (resolver routes to different resources)
Machine readability	Text/URL only	Identifier recognised by GS1 systems worldwide
DPP compliance	Partial - requires additional infrastructure	Full - designed for interoperability and regulation
Supply chain support	No	Yes - GTIN, GLN, SSCC encoded in URL

Why the EU favours GS1-based identifiers for DPP

The ESPR regulation and related delegated acts do not mandate a specific encoding technology. However, they require interoperability, traceability, and machine readability of data - exactly what GS1 Digital Link delivers.

Three reasons stand out:

Global standard - GS1 is the only product identification system used in over 100 countries. When a French regulator scans a product made in Germany, both understand the same GTIN.
One number, many views - GS1 Digital Link allows the same QR code to route different users to different information. A consumer sees composition and recycling instructions. An inspector sees declarations of conformity. A recycler sees material safety data.
Future-proof architecture - GS1 Digital Link works with the existing barcode infrastructure (the GTIN stays the same) while adding a digital layer. It is a migration path, not a revolution.

How the resolver works - one code, many responses

The key component of GS1 Digital Link is the resolver - a service that, based on the identifier and the context of the request, routes to the appropriate resource.

Example: a shop employee, a consumer, and a market surveillance inspector all scan the same code on a battery:

Consumer (smartphone, browser) -> product page with usage instructions and composition
Inspector (market surveillance app) -> EU declaration of conformity and test reports
Recycler (sorting system) -> material safety data sheet and recovery code

The resolver analyses the HTTP request headers (accepted content type, user agent) and returns the appropriate resource. Think of it as one door leading to different rooms - depending on who knocks.

GTIN, GLN, SSCC - which identifier for which use case

The GS1 ecosystem includes several types of identifiers. For DPP, the most important are:

GTIN (Global Trade Item Number) - identifies a product (e.g. a specific battery model). It is the same number found in today’s EAN-13 barcodes. In GS1 Digital Link, encoded as /01/GTIN.
GLN (Global Location Number) - identifies locations and legal entities. Useful in DPP for indicating the manufacturer or production site.
SSCC (Serial Shipping Container Code) - identifies a logistics unit (pallet, container). Important for supply chain tracking.
Serial number (AI 21) - identifies an individual product instance. Critical for instance-level DPP (e.g. EV batteries).

In practice, DPP most commonly relies on GTIN + serial number - this allows access to the passport of a specific product instance.

Do you need to replace existing barcodes?

This is one of the most common questions from manufacturers. The answer: not immediately, but migration is inevitable.

The transition path looks like this:

Today - most products carry an EAN-13 barcode (1D) with a GTIN. That number is the foundation.
Intermediate step - adding a QR code with GS1 Digital Link alongside the existing barcode. Both contain the same GTIN, so point-of-sale and logistics systems continue working unchanged.
Target state - replacing the 1D barcode with a 2D code (QR with GS1 Digital Link). The GS1 Sunrise 2027 initiative is preparing retail to accept 2D codes at checkout.

The key point: the GTIN does not change. The carrier changes - from barcode to QR code. Your existing identification infrastructure stays intact.

How myDPP supports GS1 Digital Link

The myDPP platform generates product passport pages that are compatible with the GS1 Digital Link standard. In practice this means:

Every product passport is accessible via a structured URL containing the product identifier.
The passport page automatically adapts displayed data to the context (consumer, regulator, B2B partner).
Data is exposed in machine-readable formats (JSON-LD, data structures aligned with GS1 schemas).
Integration with your existing ERP or PIM system allows the passport to be automatically populated with product data.

You do not need to build your own resolver - myDPP handles it for you, while allowing you to use your own domain.

Comparison table: QR code vs GS1 Digital Link

Aspect	Plain QR code	GS1 Digital Link in QR code
Data format	Any URL	Structured URL with GS1 AIs
Product identifier	None or proprietary	GTIN, GLN, SSCC - globally unique
Resolver	None - static URL	Yes - dynamic routing
Multiple data views	No	Yes - different responses for different audiences
ESPR/DPP compliance	Requires additional layer	Native
Supply chain support	Limited	Full - compatible with EDI and GS1
Implementation cost	Low (code only)	Medium (requires resolver and GS1 infrastructure)
Scalability	Limited	Global - based on open standards

Frequently asked questions

Is every GS1 Digital Link also a QR code? Yes. GS1 Digital Link is encoded in a standard QR code - the difference lies in what the QR code contains. Instead of an arbitrary URL, it contains a structured address with a GS1 identifier. Any smartphone can scan it.

Do I need a GTIN to use GS1 Digital Link? Yes - a GTIN (or another GS1 identifier) is the foundation of GS1 Digital Link. If your company already uses barcodes, you most likely already have a GTIN. If not, you can obtain one through your local GS1 organisation.

Is GS1 Digital Link mandatory for DPP? As of today, ESPR does not mandate a specific data carrier standard. However, the requirements for interoperability, global traceability, and machine readability make GS1 Digital Link the de facto preferred solution. Many delegated acts reference GS1 standards explicitly.

How much does GS1 Digital Link implementation cost? The standard itself is open and free. Costs relate to GS1 membership (annual fee based on company turnover), resolver infrastructure (or using a platform like myDPP), and integration with existing systems. For companies that already have GTINs, costs are significantly lower.