{
 "url": "https://activatedigital.ai/knowledge/passport/ambition-2027-2d-barcodes",
 "title": "Ambition 2027: What Retail's 2D Barcode Transition Means for Passports",
 "description": "Ambition 2027 is a retail target, not an EU Digital Product Passport deadline. Dual marking, POS readiness and where QR and Data Matrix fit DPP planning.",
 "territory": "dpp",
 "category": null,
 "direct_answer": "**Ambition 2027 is not a Digital Product Passport deadline.** It is an industry goal for retail point-of-sale systems to become capable of reading and processing the GTIN from both existing linear and GS1-compliant 2D barcodes by the end of 2027.",
 "last_verified": "2026-09-03",
 "verified_label": "Last verified",
 "datePublished": "2026-09-03",
 "dateModified": "2026-09-03",
 "legislation": [
  {
   "@id": "https://activatedigital.ai/knowledge/digital-product-passport#legislation-32024r1781",
   "celex": "32024R1781",
   "name": "Regulation (EU) 2024/1781, ESPR",
   "legislationDate": "2024-06-13"
  }
 ],
 "primary_sources": [
  {
   "url": "https://ref.gs1.org/guidelines/2d-in-retail/",
   "name": "GS1 2D Barcodes at Retail Point-of-Sale Implementation Guideline 1.1.0"
  },
  {
   "url": "https://ref.gs1.org/standards/genspecs/",
   "name": "GS1 General Specifications 26.0"
  },
  {
   "url": "https://ref.gs1.org/standards/digital-link/uri-syntax/1.7.0/",
   "name": "GS1 Digital Link Standard: URI Syntax 1.7.0"
  }
 ],
 "glossary_terms": [
  "https://activatedigital.ai/knowledge/glossary#data-carrier",
  "https://activatedigital.ai/knowledge/glossary#digital-product-passport",
  "https://activatedigital.ai/knowledge/glossary#gs1",
  "https://activatedigital.ai/knowledge/glossary#gs1-datamatrix",
  "https://activatedigital.ai/knowledge/glossary#gs1-digital-link",
  "https://activatedigital.ai/knowledge/glossary#gtin",
  "https://activatedigital.ai/knowledge/glossary#qr-code"
 ],
 "watch": [],
 "decisions": [],
 "alternates": {
  "html": "https://activatedigital.ai/knowledge/passport/ambition-2027-2d-barcodes",
  "markdown": "https://activatedigital.ai/knowledge/passport/ambition-2027-2d-barcodes.md",
  "json": "https://activatedigital.ai/knowledge/passport/ambition-2027-2d-barcodes.json"
 }
}