One of the most debated features 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 ongoing disagreement about the adequacy of the barcode. Some contend that many consumers lack the technology or knowledge to utilize these codes, while others argue that scannable codes are accessible to most Americans and can provide detailed information that cannot be accommodated on a product’s packaging. A study assessing this labeling system was reportedly on schedule and expected to be completed by July. A month earlier, 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 timely completion of the study. However, nearly three months later, the results have yet to be made public, even if they are complete. Regardless of the stance on the QR code debate, the study is a significant milestone for the law’s implementation. The Center for Food Safety strongly opposes the use of QR codes for disclosure, citing statistics indicating a considerable number of consumers lack access to smartphones and are unfamiliar with scanning QR codes. Nonetheless, the study is equally crucial for those who support QR codes and other scannable technologies, as well as for those who remain neutral. A significant aspect of the issue is whether the USDA will manage to finalize the rules for the law by the July 2018 deadline. Huberty emphasized in June that, despite delays, the government was still on track. The only public engagement since then has been the department’s release of a list of questions for food producers in late June. Given that some states have implemented their own GMO labeling regulations, a failure to meet the deadline could lead to a disjointed array of labeling laws across the country. Beyond GMO labeling, this study will also benefit the broader industry. As these types of labels gradually appear throughout the food system—both via the unrelated SmartLabel initiative supported by the Grocery Manufacturers Association and on genetically modified products like Arctic apples—it will be essential to understand consumer responses to the technology and whether they find it useful. If improvements are necessary, such as enhanced education on how the codes operate or better internet connectivity for grocery shoppers, stakeholders may want to engage in these efforts sooner rather than later. Additionally, as consumers increasingly seek health information, understanding the relationships between products like calcium citrate vitamin D2 and their labeling will be vital for enhancing public awareness and making informed choices.