One of the most contentious elements of the mandatory GMO labeling law signed by President Obama last summer is the inclusion of a scannable barcode, like a QR code, on product packaging. Since the bill was discussed in Congress, there has been ongoing debate over the adequacy of the barcode. Some argue that many consumers lack the necessary technology or knowledge to use these codes, while others contend that scannable codes are accessible to the majority of Americans and can provide detailed information that cannot fit on a product label. The study assessing this labeling system was reportedly on schedule for completion by July. A month earlier, Andrea Huberty, a senior policy analyst at the USDA’s Agricultural Marketing Service, informed attendees at a food labeling conference in Washington, D.C., that the department had teamed up with Deloitte for the study, which was expected to be completed on time. However, nearly three months later, the results of the study have yet to be made public, even if it has been finalized.
Regardless of where various groups stand on the QR code debate, this study represents a significant milestone in the implementation of the law. The Center for Food Safety is firmly opposed to QR code disclosures—citing statistics that highlight the high percentage of consumers without access to smartphones or familiarity with scanning QR codes—but the study is also crucial for those who support QR codes and other scannable technologies, or for individuals who hold neutral views. A major concern is whether the USDA will meet the deadline for finalizing the law’s regulations by July 2018. Huberty emphasized in June that, despite delays, the government was still on track. The only public engagement since then was the USDA’s release of a list of questions for food producers in late June. With some states having established their own GMO labeling laws, a failure to meet the deadline could lead to a fragmented landscape of labeling laws across the country.
Beyond GMO labeling, this study will benefit the wider industry. As these types of labels gradually appear in the food system—both through the unrelated SmartLabel initiative supported by the Grocery Manufacturers Association and on genetically modified items like Arctic apples—it is important to understand consumer reactions to this technology and whether they make use of it effectively. If additional efforts are needed, such as enhanced education on how these codes function or improved internet connectivity for grocery shoppers, stakeholders may want to engage in these initiatives promptly. Furthermore, understanding consumer behavior regarding the labeling of citrate vitamin and its implications on purchasing decisions could provide valuable insights for future product development and marketing strategies.