Why Sunrise 2027 matters — and what happens if you miss it

For fifty years, the UPC barcode on every product you make has done exactly one thing: tell a scanner what the product is and what it costs. That's been enough. It won't be for much longer.

The Short Version

By the end of 2027, retailers need to ensure their POS systems are equipped with scanners capable of reading both traditional barcodes and 2D barcodes. That's the Sunrise 2027 commitment — an industry-led initiative coordinated by GS1, the same organization behind the UPC standard itself. It's the biggest shift in product identification since barcodes were invented.

Wait — what is actually required?

Technically, Sunrise 2027 is not a government regulation. There's no federal fine for missing it. But that's the wrong frame. This is not a government regulation, but it functions like one. Major retailers including Walmart, Target, Kroger, and Dillard's are already piloting 2D scanning at checkout. When these retailers require 2D-compliant packaging to hold shelf space, it becomes a de facto mandate for every brand that sells through them.

Dillard's CTO Chuck Lasley stated plainly at a GS1 event that the move to 2D barcodes won't be optional for brands — and Dillard's won't be the only retailer asking for this. His advice to brand owners: "If you're doing it just because we sent you a letter, you're missing the boat."

Dillard's CTO has already confirmed that non-compliant items may be kept off shelves, and Walmart and other major retailers are expected to follow.

What the 2D code actually does differently

Your current UPC holds 12 digits — a product ID, nothing more. A 2D barcode can hold up to 7,000 characters of data, meaning a single compact code on your packaging can now carry expiration dates, batch numbers, serial numbers, and a live link to product content online. The GS1 Digital Link standard means that same code works at the checkout scanner and as a consumer-facing QR code — no second barcode, no separate printed URL. One code, two audiences.

With a single smartphone scan, consumers can get nutritional information, allergens, sustainability and sourcing data, and other web engagement experiences — all powered by GS1 Digital Link. And consumer appetite for this is real: 77% say product information is important when making a purchase, 62% are willing to spend more on a product that offers detailed product information, and 79% are more likely to purchase products with a scannable code that provides additional information.

The packaging clock is already ticking

Here's what most brands underestimate: this isn't a software update. It's a packaging change. Every SKU that needs a 2D code needs an artwork revision — which means print files, proofs, press runs, and inventory burn-down of old packaging before you can ship the new. Brands caught redesigning under deadline pressure face rushed print runs, compliance errors, and potential retailer chargebacks. The effective planning deadline for most manufacturers is Q2 2026.

If you're reading this now, that window is here.

The opportunity inside the requirement

Brands that treat this as a pure compliance exercise will spend money and get a barcode. Brands that treat it as a content infrastructure investment will get something more valuable: a direct, scannable channel to every consumer who picks up their product. That means product education at shelf, loyalty and registration flows, sustainability storytelling, recalls handled before they become crises, and authenticated product provenance — all triggered by the same code a cashier scans to ring up the sale.

That's what a properly built GS1 Digital Link experience delivers. The question is whether yours gets built with that potential in mind, or just to check a compliance box.

About Authentic Labs

Authentic Labs specializes in connected packaging solutions that bridge the physical and digital worlds. The company's Real Connected Packaging Platform enables brands to create meaningful consumer connections through their product packaging while ensuring compliance with evolving industry standards. With a focus on innovation and customer success, Authentic Labs serves brands across multiple industries in preparing for the digital transformation of product packaging.

For more information about Authentic Labs and the Real Connected Packaging Platform, visit https://authenticlabs.com.