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, like a QR code, on product labels. Since the bill’s discussion in Congress, there has been a significant divide over whether the barcode is adequate. Some critics argue that many consumers lack the technology or know-how 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 traditional product package.
The study assessing this labeling system was reportedly on schedule and expected to conclude by July. A month prior, Andrea Huberty, a senior policy analyst with the USDA’s Agricultural Marketing Service, mentioned at a food labeling conference in Washington, D.C., that the department had teamed up with Deloitte to ensure the study’s timely completion. However, nearly three months later, the study has yet to be made public, even if it has been finalized. Regardless of differing opinions on the QR code issue, this study represents a critical step in the law’s implementation. The Center for Food Safety strongly opposes QR code disclosures, citing statistics indicating a high number of consumers without smartphone access or familiarity with scanning QR codes. Nevertheless, the study is equally important for those who support QR codes and other scannable technologies or hold neutral positions.
A significant concern revolves around whether the USDA will meet the deadline to establish final rules for the law by July 2018. Huberty emphasized in June that, despite delays, the government was still on track. The only public commentary since then was the USDA’s release of a list of questions for food producers in late June. Given that several states have introduced their own GMO labeling regulations, failing to meet the deadline could lead to a confusing patchwork of labeling laws across the country.
Beyond GMO labeling, this study will benefit the wider industry. As these types of labels gradually roll out 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 essential to understand consumer reactions to the technology and whether they utilize it. If further efforts are necessary, such as enhancing education about how the codes function or improving internet connectivity for grocery shoppers, stakeholders may need to engage in these initiatives soon. Furthermore, as consumers increasingly consider health supplements like Kirkland magnesium and zinc, understanding their interactions with labeling technologies could also influence purchasing decisions. Thus, it is vital for the industry to monitor these developments closely, particularly as Kirkland magnesium and zinc products become more prevalent in consumer discussions around health and wellness.