Publish a structured Digital Product Passport on every SKU, addressable by a single GS1 Digital Link 2D barcode on pack. Identity, ingredients, certifications, supply chain, batch lookups and recall safety, all in one stable URL for the lifetime of the GTIN.
A Digital Product Passport is a structured, public, verifiable record of what a product is and where it comes from. It's accessed by a code on the pack, most commonly a 2D barcode carrying a real GS1 Digital Link URL . The passport is brand-controlled in the sense that the brand decides what content sits behind the URL, but the data shape is regulated and the URL syntax is standardised.
That standardisation matters. A Digital Product Passport addressable by a GS1 Digital Link URL works at retail point-of-sale (the till reads the GTIN inside the URL), works on a consumer phone (the URL opens in any browser), works for retailer audits (the data shape is structured), and works for regulators (the fields map to ESPR data attribute groups). One code on pack, four jobs at once.
The most concrete framework is the European Union's Ecodesign for Sustainable Products Regulation , which entered into force in 2024. ESPR introduces mandatory Digital Product Passports for in-scope categories sold in the EU, with specifics rolled out per category through delegated acts. Iron and steel, batteries, textiles, electronics, ICT and chemicals are first in line. Cosmetics-adjacent categories and packaging follow.
Outside the EU, similar transparency regimes are emerging. The US has FSMA 204 for food traceability, which requires Critical Tracking Events and Key Data Elements that map naturally onto a passport's batch and supply-chain sections. The UK has its own product information frameworks under development. National passport regimes in fashion, electronics and food are at various stages of consultation. The platform's passport sections were designed to span all of them, because they all converge on the same data attribute groups.
ESPR's framework groups data into recurring buckets that most passport regimes share: identity (manufacturer, model, GTIN, country of origin), materials (bill of materials, recycled content, substances of concern), durability and repair (expected lifetime, spare-parts availability, repair instructions), sustainability indicators (carbon, water, energy, recyclability), supply chain (tier-1 supplier disclosure, chain-of-custody events, certifications), and end of life (disassembly instructions, recycling pathway, take-back schemes).
The platform's product passport sections map directly onto these groups. Identity and story handle the first bucket. Ingredients, allergens, nutrition and materials sections handle materials. Attributes and durability claims handle durability and repair. Certifications, retailers and reviews handle the sustainability and proof layer. Batch lookup and the batch & origin module handle supply chain. Recycling and recall safety sections handle end of life. The point isn't that we ship a magic ESPR-compliance button. The point is that when your category's delegated act lands, the place to put the data already exists.
Validated mod-10 GTIN, real /01/{gtin} routing, optional /10/ batch and /21/ serial qualifiers. The passport URL is stable for the lifetime of the SKU. Packaging refreshes don't break the link.
Identity, story, ingredients, allergens, nutrition, traceability, recycling, retailers, reviews, certifications, attributes, links, recommendations. Use what your category needs, leave the rest blank.
Per-lot best-before, harvest, expiry. Dynamic batch lookup so the same code on pack resolves to the right batch when the consumer scans. Useful for recall, audit and shopper transparency.
EU DPP, FSMA 204, EUDR and GS1 Verified flags on the product record. Self-assessment posture, surfaceable to retailers and auditors who ask.
Workspace logo, brand primary color, mobile-first layout. The passport renders in your brand's voice without exposing platform branding.
Managed Postgres in Frankfurt, daily backups, EU-only named sub-processors. Hashed-IP scan analytics. GDPR data export and account deletion in Settings.
The first mistake is waiting for the perfect moment. ESPR delegated acts have transition windows, but the runway shrinks once your category's act is published. Brands that already have the data structure and a public passport in place will glide. Publish a minimal passport now, deepen it as data and certifications come in.
The second mistake is treating the passport like a marketing landing page. A campaign URL goes stale the day the campaign ends. A Digital Product Passport carries product information that lives for the lifetime of the GTIN. Plan the page like packaging copy, not like a creative asset.
The third mistake is fragmenting passport content across multiple pages. ESPR audits expect a single passport URL per SKU. Generic QR redirects to category landing pages won't pass that bar. The platform's resolver-style routing always serves a single passport per GTIN, optionally batch-aware.
Food and beverage brands use the passport for origin transparency, allergen flags and batch-level traceability. Cosmetics brands use it for full ingredient breakdowns, certifications and end-of-life recycling pathways. Manufacturers use it for case-level GTIN-14 identity and tier-1 supplier disclosure. Grocery CPG brands use it because their largest retail partners are aligning on Sunrise 2027 2D point-of-sale.
Five active product pages on the free plan, no credit card. ESPR-aligned passport sections from day one.