This article was originally written by Hans de Gier, CEO of SyncForce, and first published on his personal LinkedIn profile. We share it here so more readers can benefit from his insights on the real story behind QR codes and the possibilities of the GS1 Digital Link.
QR codes have become a familiar part of daily life. From scanning menus at restaurants to checking product information on packaging, they act as a bridge between the physical and digital world. Yet despite their widespread use, many misconceptions still surround them. In this article, Hans de Gier explains what QR codes really are, debunks common myths, and highlights why GS1 Digital Link is changing the game for packaged goods.
A Brief History: One Code to Replace Many
The QR code was invented in 1994 by Masahiro Hara of Denso Wave in Japan. At the time, car manufacturers were struggling with too many different barcodes on each component. A single part could carry multiple codes for different purposes, such as production runs, customer IDs, and supplier references.
Hara’s idea was simple but powerful: replace all of these with one code that could carry more information.
Unlike traditional linear barcodes, the QR code could also hold letters and special characters, including Japanese Kanji, not just digits. In practice, this meant one QR code could replace several barcodes with different formats. Its first real-world use cases were in automotive production lines, where scanning a single code revealed everything needed about the part.
Myth-Busting: There Is No “Smart” QR Code
Fast forward to today, and we see a new wave of misconceptions. You will often hear claims that QR codes can directly store videos, documents, or entire product histories. The reality is far less magical: a QR code is simply text in a box.
The “smart” part happens only in the software that interprets the text. Apple and Google built recognition rules into smartphones:
- Wi-Fi login: instead of typing long, awkward passwords, you can scan a QR code that contains the network name and password in a specific text format.
- Website URLs: at exhibitions or on posters, QR codes became a shortcut to a web address. Instead of typing “https://…”, your phone camera recognises it and offers to open the link.
- COVID-19 menus: during the pandemic, restaurants replaced paper menus with QR codes linking to their websites.
In all these cases, the QR code does not store the Wi-Fi itself, the menu, or the website. It just passes the text along, and your phone decides what to do with it.
Think of a QR code as a keyboard shortcut for lazy people: it types the web address or password for you. Nothing more, nothing less.
From Two Codes Back to One
If you look at a consumer product today, you will often see two codes:
- A linear barcode (EAN/GTIN), used by retailers for checkout and logistics.
- A QR code, added by marketing to guide consumers to campaigns, promotions, or product websites.
We are back to where Masahiro Hara started, with multiple codes serving different functions on the same pack.
This is where GS1 Digital Link comes in. Technically, it is nothing more than a web URL, but with a specific structure that ensures the GTIN (the unique product number) can always be found inside it.
That way:
- Checkout scanners can extract the GTIN directly from the URL, ignoring the rest.
- Smartphones see only a normal web link, asking the consumer if they want to open it.
With GS1 Digital Link, the industry can return to one code per product, serving both supply chain and consumer needs.
The Role of the Resolver: Air Traffic Control for Links
But there is one more challenge: company websites are not structured in the GS1 Digital Link format, and landing pages often change when web platforms are updated. To solve this, the GS1 Digital Link framework includes a Resolver standard.
Think of it as an air traffic control tower. A consumer scans the QR code, the GS1 Digital Link sends the request to a GS1 compliant Resolver, and the Resolver redirects the consumer to the right destination. That could be:
- A brand’s sustainability program
- A Dedicated Product Site (DPS) with videos or spare parts,
- Or a promotion page for a World Cup competition.
The QR code is always the same. Where it leads can change, safely and consistently, even after the product has left your distribution centre.
Closing Thought
The QR code has come full circle. Born to unify multiple codes into one, it is once again solving the same problem in packaged goods with GS1 Digital Link. The code itself is not smart. The intelligence lies in how we use it, in the systems, the websites, and the experiences we connect to it.
