Key takeaways
- ●A QR code is the carrier, not the passport.
- ●A GTIN identifies a product class; item-level passports need serialisation.
- ●Control your resolver so destinations can change without reprinting codes.
Three separate pieces
| Piece | What it is | Example |
|---|---|---|
| Identifier | Names the object | GTIN + serial number |
| Data carrier | Physical access mechanism | QR code, NFC tag, RFID, Data Matrix |
| Resolver | Directs a scan to the right content | GS1 Digital Link resolver |
GS1 Digital Link
GS1 Digital Link expresses identifiers such as GTINs, batch and serial numbers as web URIs. One code can serve point-of-sale scanning, consumers, repairers and regulators, and the linked content can change without replacing the printed code.
Granularity
| Level | Identifier | Typical use |
|---|---|---|
| Model | GTIN | Toys, detergents, many ESPR goods |
| Batch | GTIN + lot | Steel, chemicals, food-adjacent goods |
| Item | GTIN + serial | Batteries, luxury, high-value electronics |
Choosing a carrier
- QR — cheapest, universal smartphone support, printed on label or product
- NFC — invisible, premium feel, tap-to-read, good for authentication
- RFID — logistics and inventory; not consumer-readable by phone
- Durability matters: the carrier must survive the product's expected lifetime, washing, heat or abrasion
Keep links stable
Passports must stay reachable for the product's lifetime — ten years for detergents. Use a domain and resolver you control, and contract for data export so you can switch providers without breaking printed codes.
Sources
Last reviewed 2 November 2026. Guidance only — not legal advice.