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Data content of the GS1 2D code

The GS1 2D code differs from a regular QR code in that its content complies with GS1’s international GS1 Digital Link standard. The standard ensures that the codes have a consistent structure and that the data content is interoperable between different systems and operators.

Minimum data requirement: GTIN

As with the EAN barcode, the core of the GS1 2D code is the product’s unique GTIN. The GTIN indicates which product is concerned, and it is always the minimum data element in a GS1 2D code. In addition to the product code, the GS1 2D code contains a domain name and, if needed, other information.

Because the amount of data content affects the physical size of the GS1 2D code, it should be carefully limited according to real business needs.

The domain name determines where the person scanning the GS1 2D code is directed online. We recommend using the company’s own domain, as consumers perceive a web address as more trustworthy when it displays a familiar company or brand name.

A service provider’s domain can also be used, but this involves a risk of a so called vendor lock in situation.
A good practice is to use a separate subdomain created specifically for product identification in the GS1 2D code (for example, id.company.com). The subdomain is independent of the main website, which enables URL persistence even when the structure of the company´s website is renewed. This brings flexibility to website maintenance, as there is no need to update the link contained in the GS1 2D code during updates; instead, the code can always be redirected to the updated destination website.

Because the amount of data content in a GS1 2D code affects the size of the code, in cases of long company or brand names it may be worth considering the creation of a shortened domain name. However, when shortening a name it is important to note that it may affect how trustworthy the web address in the code appears to consumers.

In addition to the GTIN, the GS1 2D code can include additional data, such as for example:

batch number
serial number
best before date
expiration date.

The data included in the GS1 2D code depends on the use case. In consumer communication, the GTIN alone may be fully sufficient if the goal is to direct the user to a product-related website. When, for example, a batch number is added, the user can be directed to information related to a specific production batch, which is useful in recall situations. A serial number enables communication to be targeted at an individual product unit.

Although the GS1 Digital Link standard allows for very versatile data content, we recommend that only identification-related data is included in the GS1 2D code itself. More detailed product information, such as ingredients or origin, should be presented on the website or in the system opened via scanning the code.

Standard-compliant data structure

In accordance with the GS1 Digital Link standard, the data is included in the GS1 2D code in URI (Uniform Resource Identifier) format. In addition to the domain name, the URI contains GS1 standard identifiers, such as the product’s GTIN and possible additional data elements.

In this way, the GS1 2D code functions both as a product-identifying barcode and as a link to online content.
The order of the data in the URI is significant. The data content always progresses from more general to more specific. First, the product identification code (GTIN) is presented, after which additional data such as a batch number or serial number can be added. This ensures that the code first identifies the product and, if necessary, then specifies the batch or individual item.

The meaning and format of the data are defined in the URI using GS1 Application Identifiers (AI). These are standardised numeric identifiers that enable systems to understand what type of data the code contains and how it should be processed.

Application Identifier	Meaning	Format
01	GTIN	n2+n14
10	Batch number	n2+X..20
11	Production date (YYMMDD)	n2+n6
13	Packaging date (YYMMDD)	n2+n6
15	Best before date (YYMMDD)	n2+n6
17	Expiration date (YYMMDD)	n2+n6
21	Serial number	n2+X..20

A comprehensive list of application identifiers can be found on GS1 Global’s website >

Example of GS1 2D code URI address

https://id.dalgiardino.com/01/09506000134352/10/2435?15=231221

The address contains the domain name https://id.dalgiardino.com, in addition to the following data defined using GS1 application identifiers:

GTIN: /01/09506000134352
Batch number: /10/2435
Best before date: ?15=231221

Read also

Creating the GS1 2D code and placing it on packaking

Redirecting from the GS1 2D code to various online content

Data content of the GS1 2D code

Minimum data requirement: GTIN

Considerations for the domain name

Selecting additional data elements

Standard-compliant data structure

Examples of GS1 Application Identifiers

More about the GS1 Digital Link standard

Example of GS1 2D code URI address

Read also