Frequently Asked Questions

It is the next generation of the traditional barcode. Unlike the old "1D" lines that only store a price tag, 2D barcodes (like QR codes using the GS1 Digital Link standard) act as a gateway to the internet.

Currently, GS1 standards have categories for sustainability and nutrition but no dedicated home for ethics. An ethics link type ensures this vital information isn't buried; it makes the human story a standardised part of the product's digital identity.

Our roadmap includes a verification framework. By standardising the data (JSON-LD), we allow third-party certifiers to digitally verify the claims made by brands, reducing greenwashing.

The industry is targeting 2027 for Sunrise, the point where 2D barcodes become standard. We need the ethics link type embedded in the standards now before the rollout is finalised.

No. It provides a massive advantage to smaller, ethical producers. A small artisan cooperative can showcase their credentials on the same level as a multinational, levelling the playing field for integrity.

While an app can deliver data to consumers, it limits reach to only those who download and use it. A web‑based, machine‑readable standard ensures every product barcode can convey ethical information instantly, accessible from any device, search engine, or regulatory system. Apps also require ongoing updates, platform approvals, and can't guarantee universal data visibility across the diverse retail ecosystem.