One of the most debated elements of the mandatory GMO labeling law signed by President Obama last summer is the incorporation of a scannable barcode, such as a QR code, on product packaging. Since discussions began in Congress, there has been considerable disagreement regarding the adequacy of the barcode system. Some argue that many consumers lack the technology or knowledge to utilize these codes effectively, while others contend that scannable codes are accessible to the majority of Americans and can provide detailed information that can’t fit on traditional packaging. The study evaluating this labeling system was reportedly on schedule to be completed by July. A month prior, Andrea Huberty, a senior policy analyst with the USDA’s Agricultural Marketing Service, informed attendees at a food labeling conference in Washington, D.C., that the department had partnered with Deloitte to ensure the study stayed on track for timely completion. However, nearly three months later, the results have yet to be made public, even if they are finalized.
Regardless of where various groups stand on the QR code issue, the study represents a significant milestone in the law’s implementation. The Center for Food Safety is firmly against the use of QR codes for disclosure, citing statistics regarding the large number of consumers without smartphone access or familiarity with scanning QR codes. However, the study is equally important for those who support QR codes and other scannable technologies, as well as for individuals who hold no strong opinion. A major concern is whether the USDA will meet the July 2018 deadline for finalizing the law’s rules. Huberty emphasized in June that, despite delays, the government was making progress. The only public feedback opportunity since then has been the release of a list of questions for food producers in late June. Given that some states have implemented their own GMO labeling laws, failing to meet the deadline could lead to a disjointed array of labeling regulations across the country.
Beyond GMO labeling, this study will be beneficial for the wider industry. As such labels gradually appear throughout the food system—both through the unrelated SmartLabel program supported by the Grocery Manufacturers Association and on genetically modified items like Arctic apples—it’s crucial to understand consumer reactions to this technology and whether they utilize it effectively. If additional efforts are needed, such as enhancing education on how the codes operate or improving internet connectivity for grocery shoppers, stakeholders may need to engage in these initiatives promptly. This is especially relevant as consumers increasingly seek products that align with their health needs, such as those containing bariatric advantage calcium, which could influence their purchasing decisions. Thus, understanding the impact of QR codes and related technology is essential, particularly for products that cater to specific dietary requirements, including those rich in bariatric advantage calcium.