UPC barcodes have long been the foundation of global product identification, but the technology is evolving. From the introduction of UPCs in the 1970s to today’s advanced 2D QR Codes, there is a growing need for barcodes that can carry more data and support more than one function. This shift is often framed as part of the broader UPC vs QR Code discussion and the long-term 2D barcode transition taking place across industry conversations.
This post explains how barcode technology has progressed, why the UPC became so widely adopted, and why QR Codes with GS1 Digital Links are the next generation of barcodes.
UPC barcodes first appeared on consumer packaging in the 1970s, marking a major shift with the introduction of a machine-readable symbol that could be scanned at checkout. Their core purpose is to encode a GTIN in accordance with the , forming the foundation of global barcode standards.
The combination of a globally standardized GTIN and reliable optical scanning made UPC barcodes the most widely adopted barcode format used globally by retailers. Today, GS1 maintains a global database GS1 Data Hub containing more than 700 million unique GTINs, supporting commerce worldwide. For more than 50 years, the ability to store and scan a simple, standardized GTIN has shaped how products are priced, sold, and tracked.
UPCs are highly effective for basic product identification but are essentially single-purpose: they carry one piece of information—the GTIN. As expectations for traceability, recall readiness, and regulatory compliance increased, it became clear that some applications needed barcodes capable of carrying more data within the same physical space.
2D barcodes were developed to address these limitations. Because they encode data in both the horizontal and vertical directions, they can hold far more information than a 1D symbol like a UPC. This makes them suitable for applications requiring additional elements beyond the GTIN—supporting the broader 2D barcode transition occurring across retail, healthcare, and logistics.
Regulatory developments highlighted the advantages of 2D symbols. Under the FDA’s 2013 UDI Final Rule, certain medical device labels must include additional data such as expiration dates, lot or batch numbers, and serial numbers. These fields cannot be encoded in a traditional UPC, and UDI guidelines recommend Data Matrix (ECC 200) as the primary 2D barcode for carrying this information, along with the GTIN.
By supporting multiple data elements in a single symbol, 2D barcodes enable more complete traceability, better recall readiness, and richer product information directly on the package.
In addition to supporting expanded data fields, QR Codes provide an important functional benefit: they are mobile-ready. Most iOS and Android devices can scan a QR Code directly through the native camera app, without requiring dedicated software or scanning hardware.
This makes QR Codes uniquely suited for both internal supply-chain workflows and consumer-facing use.
When combined with a GS1 Digital Link, a single QR Code can:
This dual capability (operational + consumer functionalities) are unique to GS1 Digital Link QR Codes, and distinguish them from the single-purpose UPC.
The UPC was designed to do one job: identify a product using a GTIN. That single-purpose design made it simple and scalable but also limited what the barcode could communicate. QR Codes, by contrast, are multi-purpose data carriers. They can encode the same GTIN while supporting additional attributes, traceability data, and direct links to digital resources.
When implemented with a GS1 Digital Link, a single QR Code can serve both operational and consumer needs,aligning with modern barcode standards and future supply-chain requirements. As companies explore the transition to more data-rich, connected labeling, QR Codes offer a clear path forward: a barcode format that meets today’s identification needs while enabling new capabilities.
By supporting more data in one symbol, QR Codes help bridge the gap between physical products and the digital systems that support them while delivering a flexible, information-rich option for product identification, tracking, and consumer communication.
As a GS1 US Channel Partner, OB maintains a team of AutoID professionals trained and certified by GS1 US. Through this blog, our team will share their expertise and highlight real-world applications of GS1 standards—covering UPC vs QR Codes, GS1 Digital Link, Sunrise 2027, and RFID technology.
There’s nothing you need to change today — the most important step right now is simply understanding what’s coming. OB will continue to be a clear, reliable resource as the industry moves toward 2D barcodes and GS1 Digital Link.
Follow along as we explore the next dimension of barcoding and help prepare your business for the future. Or reach out to us any time with questions or to place a new order!
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