GS1 Australia has partnered with Google to enable people to scan GS1 DataMatrix barcodes on medicine packs using a smartphone camera, with results delivered through Google Lens.
The update applies to a barcode already printed on millions of packs and widely used for identification and verification in healthcare supply chains. With the new approach, patients, caregivers, and clinicians will be able to access medicine information from a phone without downloading a separate app, according to a statement from GS1.
The information could include electronic patient information leaflets and electronic instructions for use. GS1 Australia says the change will make regulated product information easier to find at the point a medicine is handled or taken.
Smartphone access
DataMatrix codes have long been common on medicines, but most standard phone camera apps have not treated them as consumer-facing links. Google Lens recognition changes that, allowing a scan to act as a gateway to online product information when the required data is available.
Michel Hulzebos, Director of Healthcare at GS1 Australia, said the collaboration shifts access from specialist scanning tools and dedicated apps to widely available smartphone software.
Hulzebos said, “GS1’s collaboration with Google marks an important step toward improving digital access to trusted medical product information. With GS1 DataMatrix barcodes now able to be scanned and recognised through Google Lens, patients in some markets, caregivers and healthcare professionals can access reliable product details – including electronic patient leaflets – directly from their smartphones.
“This new functionality sets a strong foundation, but its true impact will depend on manufacturers making high‐quality, standards‐based information available online. We are watching global developments closely and ensuring that, here in Australia, this innovation is introduced in a way that aligns with local needs, systems and expectations so Australian patients and clinicians can realise its full potential.”
GS1 Australia described the shift as part of a broader move toward digital pathways for medicine information. It also pointed to interest from the Therapeutic Goods Administration in approaches for accessing regulated product information through digital channels.
Information gap
Medicine leaflets remain a primary source of instructions and warnings for consumers, but access can be inconsistent once packaging is opened or information is separated from the product. In many settings, people rely on paper inserts, pharmacy printouts, or websites that can be difficult to navigate on a phone.
GS1 Australia argued that barcode-based access could help in moments of uncertainty, such as checking a dosage instruction or confirming a product before use. It said there is a gap between what manufacturers publish and what patients can find quickly when they need it.
It also flagged potential uses for clinicians who need to confirm the identity of a product in front of them. The change provides a consistent route for manufacturers-and potentially regulators-to publish product information that can be accessed from packaging.
Standards layer
GS1 DataMatrix is based on GS1 standards used across sectors for product identification. In healthcare, it is commonly associated with serialisation and traceability requirements, as well as stock management and point-of-care scanning in hospitals.
GS1 Australia said phone-based scanning will not replace national traceability systems or hospital information flows. Instead, it described the update as a universal access layer that sits alongside existing programmes.
The collaboration also reflects Google’s ability to distribute scanning features at scale through built-in tools on many devices. It effectively turns an established supply chain barcode into a consumer-facing entry point, provided the underlying web information is structured and maintained.
Industry readiness
Access via a scan still depends on content being available and up to date. GS1 Australia highlighted manufacturer responsibility for publishing standards-based product information online and urged pharmaceutical and medical device companies to make this information available for smartphone scanning.
The move raises operational questions for suppliers, including which product pages and documents should appear after a scan, how to manage version control for leaflets and instructions, and how to keep information accessible for the life of the product. Governance over what is displayed, and how it is linked to a specific pack code, will also matter as usage grows.
Sustainability claim
GS1 Australia also pointed to sustainability implications, arguing that printed leaflets represent an environmental burden and that shifting to digital formats reduces waste. It linked this to broader modernisation of medicine information delivery, while noting that the transition depends on the availability and quality of online content.
GS1 Australia is a member-based, not-for-profit organisation that manages barcode numbers and supply chain standards across more than 25 industry sectors in Australia. It has more than 22,000 member companies and is part of a global GS1 network spanning more than 116 countries.