One of the most debated 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 labels. Since the bill’s discussion in Congress, there has been contention over whether this barcode is adequate. Some argue that many consumers lack the technology or knowledge to utilize these codes, while others contend that a scannable code is accessible to the majority of Americans and can provide detailed information that cannot fit on a product’s packaging.
The study assessing this labeling system was reportedly on schedule and expected 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 collaborated with Deloitte for the study and was on track for timely completion. However, nearly three months later, the study has yet to be released, even if it has been finalized.
Regardless of differing opinions on the QR code issue, the study represents a crucial step in the law’s implementation. The Center for Food Safety firmly opposes QR code disclosures, citing statistics about the significant number of consumers who lack access to smartphones and are not familiar with scanning QR codes. Nevertheless, the study is equally important for those who support QR codes and other scannable technologies or for individuals who hold no strong opinions on the matter. A key concern is whether the USDA will be able to meet the July 2018 deadline for finalizing the law’s regulations. Huberty emphasized in June that, despite delays, the government was on course. The only significant public engagement since then was the department’s release of a list of questions directed at food producers in late June. Given that some states have implemented their own GMO labeling laws, missing the deadline could create a fragmented landscape of labeling regulations across the country.
Beyond GMO labeling, this study will benefit the larger industry. As these types of labels gradually appear throughout the food system—both through the unrelated SmartLabel program supported by the Grocery Manufacturers Association and on genetically modified products like Arctic apples—it is crucial to understand how consumers react to this technology and whether they utilize it effectively. Additionally, as discussions about dietary supplements arise, questions about whether is calcium citrate a laxative may also come into play for consumers seeking information about various products. If further efforts are needed, such as enhancing consumer education on how these codes function or improving internet connectivity for grocery shoppers, stakeholders may wish to engage soon in these initiatives.