GS1 New Zealand requests international standards be used in trial of digital labelling
MEDIA RELEASE
20 November 2025
GS1 New Zealand is requesting that the proposed trial of digital labelling for food announced by the Ministers of Finance and Food Safety today aligns with accepted global standards for digital labelling, recognise that global experience shows that key information (e.g. ingredients, allergens) must be present on the physical product (even where there is a digital label, ie. not just on a retail shelf edge), and that the benefits of digital labelling for New Zealand exports are considered.
Consumers expect clear, accessible information at the point of purchase, while brand owners seek better ways to connect with customers. Digital labelling can deliver both, but only if implemented consistently and scannable directly from the product using GS1 QR Codes with Digital Links.
“Digital labelling should enable products to ‘beep’ at checkout and ‘scan’ on a consumer’s phone for detailed information,” says Dr Peter Stevens, CEO of GS1 New Zealand. “Best practice places digital labels on products, not just on shelves.”
Stevens adds: “The trial should also desirably explore benefits for Kiwi exporters. Digital labelling helps brands meet international requirements and share their story globally.”
For over 50 years, GS1 standards have supported product identification and labelling worldwide, enabling trade, traceability, and interoperability across supply chains.
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Peter Stevens
+64 21 577 131
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About GS1 New Zealand (Incorporated)
GS1 New Zealand is a not-for-profit operating as part of a global federation of GS1 organisations, with offices in over 116 countries. We are best known for the barcode, named in 2016 by the BBC as one of “the 50 things that made the world economy.” Globally, GS1 supports more than 2 million user companies and 10 billion transactions every day. GS1 New Zealand is the local affiliate of the federation and is owned by over 8,000+ New Zealand members and affiliate members across business and government.
The organisation uniquely identifies products and parties and verifies core data associated with these parties and products. This provides a source of trusted data to facilitate local and global trade. Most exports from New Zealand have GS1 identifiers (expressed on the product in the form of a barcode). GS1 NZ is at the forefront of online shopping, where retailers like Woolworths and platforms such as Amazon require use of our standards. More generally, GS1 NZ helps New Zealand business with supply chain management and other business processes through the adoption of the world’s best practice for the accurate flow of information using digitised and automated data transfer.
The Board of GS1 NZ is a volunteer board which includes representation from retailers, suppliers, government agencies and industry associations. For more information visit: www.gs1nz.org