GS1 New Zealand calls for digital labelling to be considered in review on product labelling
MEDIA RELEASE
Thursday 7 August 2025
GS1 New Zealand is calling on the New Zealand government to consider digital labelling in its review of product labelling, so that Kiwi businesses and consumers can reap the benefits that digital labelling provides.
GS1 is the not-for-profit, global standards organisation best known for the barcode and standards that underpin retail trade globally.
Peter Stevens, CEO of GS1 New Zealand says: “Any review into product labelling needs to consider digital labelling – it is the way of the future and New Zealand risks falling behind. Globally there is a transition to digital labelling rather than relying solely on physical labels on products, and the legal environment in New Zealand needs to support and enable this. We want to see labelling that benefits both businesses and consumers to share and access product information digitally that complements what is physically on a product.”
Digital Labelling refers to the use of digital technology to provide product and logistics information to complement physical labels. Major international export markets such as China and the European Union are modernising their regulatory practices to take advantage of digital labelling such as using international standards for QR codes which can ‘beep’ at checkout and be scanned by a consumer with their smartphone to access product information.
GS1 New Zealand calls on government policy makers to consider digital labelling as it:
- Enables product information to be updated in real-time reducing business administrative burdens;
- Reduces the sole reliance on physical labelling encouraging business efficiency, industry productivity, sustainability and innovation;
- Supports export growth by enabling businesses to flexibly meet overseas regulatory requirements;
- Facilitates increased product information being available to consumers at any time enhancing consumer trust and transparency; and
- Enables the digital display of product information supporting consumer accessibility, such as for those with low vision.
There are real challenges to digital labelling adoption in New Zealand, including outdated regulations and practices. It is the norm for regulatory labelling guidance documents to assume physical labelling and not make provision for digital labelling. An enabling environment is needed in New Zealand so that businesses can implement digital labelling with confidence.
Peter Stevens goes on to say: “Labelling requirements should make it easier for businesses to trade here in New Zealand and for businesses exporting products, but also fundamentally make it easier for consumers to access critical information about the products they are purchasing. Now is the time for New Zealand to adopt a digital approach to complement physical labelling – and we ask the review process considers this.”