GS1 Sunrise 2027: The Complete Guide to the 2D Barcode Deadline
GS1 Sunrise 2027 is the global industry initiative calling for all retail POS systems to read 2D barcodes by December 31, 2027, formalized by GS1 US in 2022. In a 2020 GS1 US study, 92% of brand owners and 82% of retailers supported transitioning to data-rich 2D barcodes — and Dillard's, Walmart, and Tesco are already implementing. Brands that haven't started 2D barcode migration may face reduced shelf placement at retailers already adopting 2D barcodes.
What Is Sunrise 2027?
Sunrise 2027 is a POS capability deadline — not a ban on linear barcodes. By December 31, 2027, every retail POS system must be able to read 2D barcodes (QR codes, Data Matrix) at checkout alongside traditional EAN/UPC barcodes.
Timeline & Key Dates
From announcement to deadline — the critical milestones brands need to track.
GS1 US announces Sunrise 2027 initiative
GS1 US publishes Guideline v1.0 for 2D barcode implementation
GS1 US finalizes Sunrise Playbook for brand implementation
GS1 Digital Link standard Release 1.1 published
Scanner alliance formed — coordinating retailer POS upgrades
Tesco begins 2D barcode trials with 2 own-brand products
Tesco expands trials to 12 own-brand product lines in southern England
GS1 UK target date for POS 2D barcode capability
Global Sunrise deadline — all POS targeted to support 2D barcodes
Which Retailers Are Moving to 2D?
The largest retailers in the US and UK are already implementing or actively planning for 2D barcode scanning.
| Retailer | Status | Details |
|---|---|---|
| Dillard's | Committed | Explicit statement at GS1 Connect — requires GTIN, serial, and brand URL on 2D barcodes. Source: Packaging World / GS1 Connect |
| Walmart | Implementing | Actively implementing 2D barcode scanning across stores. Source: GS1 US |
| Tesco | Live Trials (since 2024) | Began 2D barcode trials in 2024 with 2 own-brand products; expanded to 12 lines across southern England by April 2025. Source: GS1 UK / Retail Technology Show 2025 |
| Target | Working Groups | Participating in GS1 US working groups for 2D barcode adoption. Source: GS1 US |
| Kroger | Working Groups | Participating in GS1 US working groups for 2D barcode adoption. Source: GS1 US |
Dillard's Chuck Lasley stated requirements publicly at GS1 Connect. Tesco trials reported by GS1 UK and Retail Technology Show 2025. 48 countries representing 88% of global GDP are testing 2D barcodes.
What Changes for Your Products
The transition from 1D to 2D barcodes isn't just a compliance checkbox — it unlocks entirely new capabilities.
| Capability | Before (1D only) | After (2D enabled) |
|---|---|---|
| Barcode content | GTIN only | GTIN + batch + serial + expiry + more |
| Consumer interaction | None — scanner-only barcode | Scan for recipes, sustainability, loyalty, and more |
| Supply chain data | Manual lookup via separate systems | Embedded in barcode — instant traceability |
| Brand protection | No authentication possible | SVT verification, first-scan lock, clone detection |
| Regulatory compliance | Not applicable | Digital Product Passport, ESPR, recall management |
| Analytics | Zero consumer insight | Real-time scan data with location, device, and time |
Dual-Marking Requirements
During the transition period, products must carry both linear and 2D barcodes on the same packaging.
Placement Rule
The 2D barcode must be placed within 50mm of the linear barcode to prevent double-scanning at POS. Both must be scannable without rotating the package.
90% Threshold
Linear barcodes can only be dropped once 90% of POS scanning solutions support 2D. Until then, dual-marking is mandatory for shelf compliance.
Human Readable Interpretation
A Human Readable Interpretation (HRI) must appear below or near the 2D barcode, showing the encoded GTIN and any data attributes in human-readable text.
Private Label Exception
Private-label products under retailer control may fast-track to 2D-only at the retailer's discretion, since both barcode and POS are under the same organization.
The Three POS Scanning Modes
Retailers will implement 2D barcode scanning in stages. Understanding these modes helps you plan your implementation.
GTIN Only
POS reads the GTIN from the 2D barcode and processes it exactly like a 1D scan. No additional data extracted. This is the baseline requirement for Sunrise 2027 compliance.
GTIN + Data
POS reads the GTIN plus encoded data attributes — batch number, serial number, expiry date. Enables automated recall management, date checking, and inventory precision.
All Barcodes
POS processes the complete Digital Link URI, supporting middleware integration for loyalty programs, regulatory lookups, and real-time pricing. Requires middleware between scanner and POS software.
Your Implementation Roadmap
A step-by-step action plan for brands preparing for Sunrise 2027.
Register Your GTINs
Obtain GTINs from GS1 directly. Sprouter validates format (GTIN-8/12/13/14), detects RCNs that can't be encoded in 2D, and zero-pads to 14 digits.
1-2 daysSelect Barcode Type
Choose between QR Code (best for consumer engagement), Data Matrix (compact for healthcare/pharma), or both. GS1 QR is recommended for consumer products.
Same dayConfigure Resolver Links
Set up what content each product resolves to — product info, recipes, sustainability data, safety sheets. Sprouter supports 57 configurable link types.
1 weekGenerate GS1 QR Codes
Create standards-compliant QR codes in print-ready formats. Test with scan-back verification to confirm every code resolves correctly.
1-2 daysDual-Mark Packaging
Add the 2D barcode to your packaging alongside the existing linear barcode. Follow the 50mm proximity rule and include HRI text.
Aligned with print cyclesTest at POS
Verify the 2D barcode scans correctly at both POS terminals and consumer smartphones. Test dual-marking doesn't cause scanner confusion.
1-2 daysLaunch & Monitor
Go live and track scan analytics. Monitor consumer engagement, identify top-performing products, and optimize resolver content.
OngoingHow Sprouter Helps
Sprouter is a GS1-aligned Solution Provider delivering the full Sunrise 2027 compliance stack — without the enterprise integrator price tag.
Full-Stack Platform
Product registry, GS1 QR generation, resolver hosting, scan analytics, anti-counterfeiting, and DPP — all in one platform at $500/month.
Built to GS1 Standards
Resolver infrastructure built to GS1 conformance standards. ISO/IEC 18975:2024 compliant URI structure. GEPIR verification for every registration.
Fraction of Enterprise Cost
Enterprise integrators often exceed six figures when factoring in software, integration, and change management. Sprouter starts at $500/month — a fraction of the cost.
Don't Wait Until 2027
Start your pilot now. Sprouter can have you scanning in under a week — and compliant well before the deadline.
Sunrise 2027 FAQ
What is GS1 Sunrise 2027?
GS1 Sunrise 2027 is the global initiative calling for retail POS systems to support 2D barcodes by December 31, 2027, formalized by GS1 US in 2022.
Will UPC barcodes stop working?
No. Linear barcodes (EAN/UPC) will continue to work alongside 2D barcodes. Sunrise 2027 is a POS capability deadline, not a ban on 1D barcodes.
Which retailers require 2D barcodes?
Dillard's has publicly committed with specific requirements (GTIN, serial, brand URL). Walmart is actively implementing. Tesco began live trials in 2024 and expanded to 12 own-brand product lines by April 2025. Target and Kroger are participating in GS1 US working groups.
How long does 2D barcode migration take?
A pilot with 5-10 products typically takes 4-6 weeks from initial registration to production QR codes on packaging.
Do I need both a linear and a 2D barcode?
Yes, during the transition period. Dual-marking is required until 90% of POS scanning solutions support 2D barcodes.
Last updated: April 2026
