Sunrise 2027: What is it — and why does it affect your business?
“Sunrise 2027” refers to the global introduction of 2D-barcode acceptance at the POS and PoC:
In addition to EAN/UPC, GS1 DataMatrix and QR with GS1 Digital Link are also
expected to be reliably readable by the end of 2027. 2D codes combine GTIN, batch/lot, expiry date, and
serial number in a single symbol and enable digital services via scan.
Image: stock photo
29.08.2025
4 min read
Business relevance
Why is this important for your business now?
✓Compliance & market access: 2D acceptance at POS/POC is expected; transition period 1D+2D.
✓Data depth & efficiency: More information per code, less space, cleaner labels.
✓Recalls & safety: targeted recalls, better product safety, anti-counterfeiting.
✓Customer experience: Product info & service via scan — no app.
✓Scalability: one data model for retail, e-commerce, logistics, service, and marketing.
Technology in brief
In practice, two standards dominate: GS1 DataMatrix (often industry/healthcare) and
QR code with GS1 Digital Link (ideal for retail & D2C). The Digital Link connects the GTIN to
a structured URL — enabling the same code to provide price/inventory at checkout and guide customers
online to product-specific content. Prerequisites are correct
GS1 Application Identifiers (AIs), appropriate module size & quiet zone, and
verification according to ISO/IEC 15415.
How it works: GS1 Digital Link in 2D barcodes
GS1 Digital Link connects a product to the web via a 2D barcode (QR or GS1 DataMatrix).
The code contains the GTIN and — optionally via GS1 AIs — additional data such as batch/lot,
expiry date, or serial number. Result: one code covers marketing, compliance, and logistics — with a single scan.
How it works: Components of GS1 Digital Link