GS1 New Zealand has welcomed the Government’s response to industry calls to enable digital labelling, saying it is a positive step that can improve access to product information while reducing complexity for businesses.
The outcomes of the product labelling regulatory review, announced by the government on Monday, the 7th of September, require regulators to consider the role of digital labelling when reviewing or updating regulations, and support the establishment of a New Zealand standard for digital labelling.
Digital labelling uses technology to provide product and logistics information online, either replacing or complementing information on a physical label. It can give consumers access to more information than can fit on packaging, in formats and languages that better meet their needs, and at a size that doesn’t need a microscope, helping blind and low vision individuals.
According to GS1 New Zealand Chief Executive Dr Peter Stevens, digital labelling is a “win-win-win” for consumers, businesses and regulators.
“Consumers and patients can get flexible access to a wider range of trusted product information than can fit on a physical label,” said Dr Stevens.
“Businesses can inform and connect with people while a product is in their hands, and regulators can better balance consumers’ information needs against the limited and often contested space on packaging.”
Dr Stevens added that the direction set by the government recognised both the opportunity digital labelling presents and the importance of taking a consistent, standards-based approach.
“This is an important step towards a future where trusted product information can be made more accessible to consumers and flow more efficiently through supply chains,” he said.
Many sectors have product labelling requirements. A common standards-based approach to digital labelling will reduce complexity and give businesses greater certainty as they plan and invest.
For consumers, this is about supporting outcomes such as traceability, safety and consumer engagement, delivering this information straight off the pack into a consumer’s hands.
GS1 New Zealand also welcomed the two-year window for implementation ahead of the Government’s next review. This will give government and businesses an opportunity to prepare while recognising that some organisations have already transitioned to digital labelling at the retail point of sale as part of a global transition underway.
Additionally, the industry must be closely involved in adopting a digital labelling standard for New Zealand, using established international standards, to maintain market access for New Zealand businesses.
Businesses have already been moving towards digital labelling locally and globally using established international standards. Aligning New Zealand’s approach with those standards will help maintain interoperability across supply chains and support New Zealand businesses to meet the requirements of the markets in which they trade.
“New Zealand must build on the standards industry is already using, so market access is maintained with our trading partners.”
GS1 New Zealand looks forward to working with government, Standards New Zealand and industry on the next phase.
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