How can brands comply with DPP by using iQRcode™?
The EU Digital Product Passport (DPP) introduced by the EU Ecodesign for Sustainable Products Regulation (ESPR) is moving the industry towards a new era where products must come with verified, accessible information across the value chain. Together with this, by 2027, 2D barcodes will progressively replace traditional barcodes, becoming the standard gateway to product data, as established by GS1 Sunrise 2027 initiative. But why must companies act now and how are intelligent QR codes effective to achieve such requirements? The iQRcode™ brought by BOTTA EcoPackaging is an innovative solution to the shift affecting the current business landscape.
What is a Digital Product Passport (DPP)?
A Digital Product Passport is a regulatory programme in the EU aimed at enhancing product transparency and sustainability by providing comprehensive information about products throughout their lifecycle.
DPPs were first introduced under the EU Ecodesign for Sustainable Products Regulation (ESPR) and are expected to be implemented by 2027. ESPR requires all products placed on the EU market to have structured digital product data, to be accessible via a digital carrier (e.g., QR codes) and to make information available to consumers, supply chains and authorities.
Depending on the product considered, DPP may include:
- materials and composition
- origin and traceability
- environmental and sustainability data
- care, repair and durability information
- recycling, end-of-life guidance instructions
- regulatory compliance data
Why is DPP necessary?
Right now, the challenge for companies is to conform to fast-changing policies regarding DPP. Non-compliance after 2027 goes against EU Rules and could lead to:
- financial penalties
- market restrictions
- product withdrawal
- sanctions for missing or misleading information
DPP is moving fast and is expected to become the standard for trust and brand value. Acting immediately and adapting to new technologies such as new generation labels is crucial for companies.
What is GS1 Sunrise 2027 and why does it matter for companies?
GS1 Sunrise 2027 is a global initiative aimed at introducing more advanced 2D barcodes (iQRcode™) by 2027, with the goal of enabling digital access to richer and web-enabled product information required by new policies such as the EU DPP.
The shift towards the new intelligent labels is expected to be adopted globally, focusing on enhancing transparency and traceability in the supply chain.
By 2027, retailer’s checkout systems must be able to read the new smart QR codes, which will ensure access to key markets and leverage transparency, standing for more than a mere price scanner. Having a QR code does not imply being compliant with EU packaging regulations: basic QR codes carry conformity risks as policies like ESPR and GS1 Sunrise 2027 become mandatory. The smart 2D barcodes are future-proof and ensure that information can be scanned at checkouts and securely accessed across markets, linking physical products to their Digital Product Passport data.
Also, intelligent QR codes allow product information to be updated constantly, unlike regular barcodes.
This is why companies should start structuring their data as of now, in order to benefit from early adoption and operational advantages, preventing last-minute disrupting changes and avoid catching up in 2026–2027.
What is iQRcode™ and how does it help companies comply with DPP requirements?
iQRcode™ brought by BOTTA EcoPackaging is proving to be the ideal solution for businesses in Europe looking to meet regulatory standards and innovation. The new generation of intelligent QR codes is an upgrade on basic QR codes designed to help brands generate compliant, smart labels without complex integrations or heavy IT set-ups. iQRcode™ has had a solid global impact in just 2 years, with over 15,000,000 deployed in 105 countries after launching. Now, 200 million SKUs are currently managed this way across 111 countries. This advanced and clever solution for environmental labelling is an access point that allows companies to:
- automatically comply with DPP constraints required by ESPR through the management of information at SKU level whilst providing digital, updateable and verifiable data
- reduce costs linked to labelling by adapting to recycling labels required for each individual European country, including updates automatically as rules evolve and decreasing the need for multiple labels
- adopt a tool that leverages the power of smart 2D barcodes to not only function as a standard barcode but also store important information and act as a regular QR code, essential to meet the barcode transition put forward by the GS1 Sunrise 2027 project
- engage multi-country access, adapt content by country with a tool that translates across 80 languages and meets specific requirements globally
- free up on-pack space for brand storytelling and marketing
- enhance consumer engagement and compliance
Specifically, the iQRcode™ adapts to multiple sectors in Europe allowing businesses to achieve transparency through a sustainable approach. The new labelling system provides a large scale and inclusive approach as it is recognizable and accessible worldwide. By choosing the iQRcode™ brought by BOTTA EcoPackaging, consumers and buyers will be able to make informed choices and improve compliance while integrating future Digital Product Passport requirements.
