GS1 Digital Link explained for drinks producers

A web address that is also a barcode

A GS1 Digital Link is an ordinary web address with your product’s numbers in a fixed pattern, for example example.com/01/09506000134352/10/L2024-07. A phone opens it like any other link. A checkout with a 2D scanner reads the barcode number out of it and rings up the product.

The parts of the address

• The domain: the service that answers the scan. It can be your own domain or your provider’s.

• 01 and the GTIN: 01 means a GTIN follows, always written as 14 digits. An EAN-13 gets a zero in front.

• 10 and the lot: optional. It lets you treat one batch differently, for example in a recall.

• Other numbers: GS1 also defines 21 for a serial number and 17 for an expiry date.

Why a plain QR code is not enough

A QR code with an ordinary web address works on a phone, but a till can’t find a GTIN in it. GS1 approves three kinds of 2D code for retail checkouts: the QR code with GS1 Digital Link, Data Matrix with GS1 Digital Link, and GS1 DataMatrix. The QR code is also the one shoppers know, and phone cameras open it without an app.

One code, several destinations

Behind a Digital Link sits a resolver: the service that decides where a scan goes. GS1 calls the possible destinations link types, such as the product information page, nutritional information and recall status. Backlabel checks the lot first, so a recalled lot always shows the recall notice. Otherwise the scan opens your e-label; the product page is a link for apps that ask the code for it.

What you need

• A GTIN from your national GS1 organisation. Store-internal numbers are not allowed in these codes.

• Your EAN-13 barcode on the pack as well. During the transition, GS1 expects both.

• A service that keeps the domain answering for as long as your bottles are on shelves and in cellars.

Sources

• GS1 Digital Link standard

• GS1: 2D barcodes at retail point-of-sale implementation guideline