Led by GS1 UK’s Laura Milillo, our recent webinar, “Introduction to Digital Product Passports: practical steps for implementation”, provided clarity on what Digital Product Passports (DPPs) are, what is driving their rapid introduction, and how businesses can begin preparing now to meet new regulatory obligations under the EU’s Ecodesign for Sustainable Products Regulation (ESPR). 

While the concept of DPPs is becoming more widely discussed across Europe, awareness in the UK remains limited. "A lot of UK businesses still don’t know what a Digital Product Passport actually is," said Laura at the outset. "This is something we need to fix and fast, because the regulations are coming and the expectations for compliance are significant."

A DPP is a structured, digital record that contains key product information – such as composition, repairability, recyclability, and sustainability credentials – and follows the product through its entire lifecycle. The aim is to make products more transparent, support circular business models and ultimately reduce environmental harm.

Despite the urgency, many UK businesses remain unprepared. "There’s a general lack of awareness, and more worryingly, a lack of preparedness," said Laura. "There’s still time to get ready, but only if you start now." 

Laura emphasised that successful implementation of DPPs depends heavily on one thing: data. "Getting your data in order is absolutely critical," said Laura. "You can’t build a DPP without knowing what’s in your products, how they’re made and where they’ve been." 

"It’s not just a compliance issue, she continued, this is about building trust with your customers, your regulators and your supply chain partners."

GS1 standards provide the foundational tools to support DPP implementation, ensuring consistency, interoperability and traceability across sectors and markets. Laura described them as "a common language for sharing information".

To illustrate what successful DPP implementation can look like in practice, Laura shared the example of Loake Shoemakers, a heritage British footwear brand. Working with GS1 UK and technology partner Buyerdock, Loake created DPPs for its shoe range. 

Each pair of shoes was assigned a GTIN and tagged with a QR code powered by GS1. Scanning the QR code took customers to a unique product landing page containing information on materials, sourcing, sustainability credentials and care instructions. It also supported compliance with EU packaging regulations.

"This is a great example of using what’s already available to meet tomorrow’s challenges," said Laura. "The feedback from Loake’s customers and internal teams has been really positive."

Laura ended the session by urging businesses to begin by assessing their data capabilities. "Start by mapping what data you have, where it lives and what formats it’s in. Then look at what you’re missing." 

From there, she advised, businesses should consider adopting GS1 identifiers across their product ranges, implementing QR codes powered by GS1 and working with supply chain partners to align data standards and access. Staying informed on regulatory timelines and seeking expert guidance where needed will also be essential. 

Here are some of the key steps she outlined: 

1. Audit your data: map the data you currently have, identify where it is stored, and assess the formats it is in. Understand what’s missing and what needs updating.
2. Adopt GS1 identifiers: ensure every product has a unique Global Trade Item Number (GTIN). This is the foundation for linking digital product information.
3. Implement GS1 Digital Link: Use QR codes or other 2D data carriers that connect your GTINs to online, structured data using GS1 Digital Link.
4. Align your supply chain: work collaboratively with suppliers, partners, and customers to ensure data consistency and shared standards across the chain.
5. Leverage EPCIS: for real-time visibility and event tracking, begin implementing EPCIS to share information on product location, condition, and handling.
6. Stay informed: regularly monitor updates on the ESPR and emerging digital passport requirements to ensure ongoing compliance.
7. Seek support: consider engaging GS1 UK’s guidance, tools, and partner network for tailored support and solution recommendations.