GS1 New Zealand welcomes move to...

Adopting international standards for digital labelling will be critical to delivering benefits for consumers and businesses in New Zealand

GS1 New Zealand has welcomed the Government’s response to industry calls to enable digital labelling, saying it is a positive step that can deliver better access to product information while reducing complexity for New Zealand businesses.

The outcomes of the product labelling regulatory review, announced by the government on Monday 7th September, require regulators to consider the role of digital labelling when reviewing or updating regulations, and supports the establishment of a New Zealand standard for digital labelling.

Digital labelling is the use of technology to provide product and logistics information online, either replacing or complementing information on a physical label. It can give consumers access to more information than can fit on packaging, in formats and languages that better meet their needs, and at a size that doesn’t need a microscope helping blind and low vision individuals.

GS1 New Zealand Chief Executive Dr Peter Stevens says digital labelling is a “win-win-win” for consumers, businesses and regulators.

“Consumers and patients can get flexible access to a wider range of trusted product information than can fit on a physical label. Businesses can inform and connect with people while a product is in their hands, and regulators can better balance consumers’ information needs against the limited and often contested space on packaging,” Dr Stevens says.

Dr. Stevens says the direction set by the government recognises both the opportunity digital labelling presents and the importance of taking a consistent, standards-based approach.

“This is an important step towards a future where trusted product information can be made more accessible to consumers and flow more efficiently through supply chains,” Dr. Stevens says.

“Many sectors have product labelling requirements. A common standards-based approach to digital labelling will reduce complexity and give businesses greater certainty as they plan and invest. For consumers, this is about supporting outcomes such as traceability, safety and consumer engagement – delivering this information straight off the pack into a consumer’s hands from a physical product.”

GS1 New Zealand also welcomes the two-year window for implementation ahead of the Government’s next review. This gives government and businesses an opportunity to prepare while recognising that some organisations are already transitioning to digital labelling at the retail point of sale as part of a global transition underway.

Industry involvement and international alignment essential

GS1 New Zealand says industry must be closely involved in adopting a digital labelling standard for New Zealand, using established international standards, so market access is maintained for New Zealand businesses.

Businesses are already moving towards digital labelling locally and globally using established international standards. Aligning New Zealand’s approach with those standards will help maintain interoperability across supply chains and support New Zealand businesses to meet the requirements of the markets in which they trade.

“New Zealand must build on the standards industry is already using, so market access is maintained with our trading partners” Dr. Stevens says.

“GS1 New Zealand looks forward to working with government, Standards New Zealand and industry on the next phase. The goal should be a practical, common approach that works across sectors, supports international trade and delivers meaningful benefits for consumers.”