Consumer NZ Warns Over New Barcode Standards, GS1 NZ Says It's a Balancing Act
Consumer New Zealand has issued a warning about the upcoming shift to 2D barcodes on retail products, urging that the transition be managed carefully to avoid consumer confusion and ensure accessibility for all shoppers. The organisation's concerns come as GS1 New Zealand, the body overseeing barcode standards, prepares for a global migration from traditional 1D barcodes to QR-like 2D codes that can carry far more data.
In a statement, Consumer NZ highlighted that while 2D barcodes offer benefits such as enhanced product information and traceability, they could pose challenges for consumers who are not familiar with scanning codes using smartphones. 'Not all consumers have smartphones or are comfortable using them in-store,' said a spokesperson. 'There is a risk that some shoppers, particularly older or less tech-savvy individuals, could be left behind.'
GS1 NZ, however, defended the transition, describing it as a 'balancing act' between innovation and consumer needs. 'We understand the concerns raised by Consumer NZ,' said a GS1 NZ representative. 'Our goal is to ensure that the benefits of 2D barcodes are realised while minimising any disruption. We are working closely with retailers and manufacturers to provide clear information and support for consumers during this transition.'
The move to 2D barcodes is part of a global initiative led by GS1, the international standards organisation, to modernise the barcode system. The new codes can hold dynamic information such as expiry dates, batch numbers, and even recycling instructions, which can help reduce waste and improve supply chain efficiency. However, the transition requires significant investment from manufacturers and retailers, and Consumer NZ has called for a phased approach to allow time for consumer education.
Industry experts note that the shift is inevitable, but the pace and execution will be critical. 'The technology is ready, but the human factor cannot be overlooked,' said a retail analyst. 'Clear communication and in-store support will be key to ensuring a smooth transition.'
As New Zealand moves towards the 2027 global deadline for 2D barcode adoption, the debate highlights the need for a collaborative approach between standards bodies, businesses, and consumer advocates.
Why this matters for your business:
For New Zealand brand owners, food and beverage manufacturers, and retailers, the transition to 2D barcodes represents a significant operational shift that will require investment in new packaging and scanning systems. While the technology offers opportunities for enhanced consumer engagement and supply chain efficiency, businesses must also consider the potential impact on consumer trust and accessibility. Clear communication and education will be essential to avoid alienating less tech-savvy shoppers. Retailers and manufacturers should monitor GS1 NZ's guidance and participate in industry consultations to ensure their voices are heard. Ultimately, a well-managed transition can provide competitive advantages, but a poorly executed one could lead to consumer backlash and operational disruptions.