THE move to GS1 2D codes is one of the most ambitious transformations in modern packaging, according to Leibinger, a global specialist in coding & marking systems.
Aljona Barberio, marketing manager, Leibinger says that for many producers, it’s a necessary step toward transparency, automation, and digital readiness. But, he warns that, between the vision and real-world implementation, there are practical hurdles that can slow progress or create unexpected costs.
Offering advice on how to avoid hidden pitfalls, Barberio says understanding these challenges early makes all the difference — and helps turn a compliance project into a success story.
Technical risks: tiny codes, big impact
2D codes are dense, data-rich, and highly detailed — which means printing precision is critical. Small deviations in droplet size, ink adhesion, or substrate reflectivity can cause scanner errors. Materials such as glossy film or transparent plastic require excellent contrast and stability to maintain readability.
Variable data adds complexity: as batch or expiry details change, so does the code pattern. Without consistent calibration, print quality can deteriorate. Barberio says that inline code verification is therefore essential — ensuring that every single code printed on the line is readable before it leaves the factory.
“With Leibinger printers manufacturers can maintain code integrity at real production speeds, minimising rework and waste,” he says.
Organisational risks: when data doesn’t flow
Technical performance alone isn’t enough, says Barberio. Many projects struggle because the organisation behind the data isn’t clearly defined. Who owns the GS1 master data? How do IT, production, and quality departments coordinate updates?
If systems like ERP, MES, and printers aren’t fully synchronised, the digital workflow breaks down. The result: wrong data on the right code — or the right data printed too late.
“A successful migration requires clear process ownership and data management, as well as fully reliable hardware,” says Barberio.
External factors: the wider ecosystem
Even if everything works internally, external conditions may lag behind. Not all retailers’ POS scanners are 2D-ready yet, so during the transition phase, dual coding — printing both a 1D barcode and a 2D symbol — will remain necessary in many cases, he says.
At the same time, Human Readable Codes (HRC) continue to play an important role. Some key information such as expiry date must still be printed in plain text to ensure accessibility and visual verification by the end user. HRCs provide a vital backup when scanners fail, and they help operators and inspectors quickly confirm product data without additional tools.
Barberio highlights another aspect, that of user acceptance. “For operators, retailers, and consumers alike, 2D codes represent a new way of interacting with packaging. Workflows and habits will evolve gradually as understanding and confidence grow. This is not the end of the journey — it’s only the beginning, and the industry will continue to learn and adapt with every step.
“Regulatory and data-protection requirements add another layer of complexity. The more information a code carries, the more critical strong data governance becomes. And while investment in new hardware and software is significant, it’s a future-proof investment — preventing costly recalls, manual rework, and process delays further down the line, says Barberio.
Barberio concludes that the 2D migration is not a sprint — it’s a strategic evolution that requires planning, collaboration, and reliable partners. Those who act early will enjoy higher efficiency, improved compliance, and a clear competitive edge.
