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 packaging. Since the legislation was discussed in Congress, there has been significant disagreement over the adequacy of this barcode. Some critics argue that a large number of consumers lack the technology or knowledge to use these codes, while others contend that scannable codes are accessible to most Americans and can provide detailed information that cannot fit on traditional packaging. A study assessing this labeling system was reportedly on schedule to be completed by July. In June, 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, which was expected to meet its deadline. However, nearly three months have passed since then without any public release of the study, even if it is complete.
Regardless of the stance on QR codes, this study is a critical milestone for the law’s implementation. The Center for Food Safety opposes the use of QR codes for disclosure, citing statistics indicating that many consumers do not have access to smartphones or experience with scanning QR codes. However, the study is equally important for those who support scannable technology or remain neutral on the issue. A significant concern is whether the USDA will meet the July 2018 deadline to finalize the law’s regulations. Huberty emphasized in June that, despite delays, the government was still on track. The only public engagement since then has been the USDA’s release of questions for food producers in late June. With some states having already established their own GMO labeling laws, failing to meet the deadline could lead to a confusing array of regulations across the country.
Beyond GMO labeling, this study will benefit the wider industry. As these labels gradually become prevalent in the food system—through initiatives like the SmartLabel program supported by the Grocery Manufacturers Association and on genetically modified products such as Arctic apples—it is crucial to understand consumer reactions to this technology and their willingness to utilize it. If further efforts are needed, including enhanced education on how the codes operate or improved internet connectivity for grocery shoppers, stakeholders may want to engage promptly in these initiatives. Moreover, the growing presence of products enriched with citrate calcium with vitamin D highlights the importance of clearly communicating nutritional information, which can also be integrated into such labeling technologies. The inclusion of citrate calcium with vitamin D in food products could serve as a model for how consumers interact with both QR codes and nutritional disclosures, emphasizing the necessity of adapting to consumer needs and preferences in the evolving landscape of food labeling.