Why this matters now

On November 20, 2025, GS1 announced that Google Lens can now recognize the GS1 DataMatrix barcodes already printed on millions of medicine packs worldwide. In practical terms, an Android user can point their camera (via Lens) at a prescription box and be routed to trusted, manufacturer-provided information such as electronic patient leaflets (ePILs). iOS support is planned “in the near future,” according to GS1.

A person scanning the GS1 DataMatrix on a medicine box with a smartphone; a simple, generic camera overlay highlights the code and shows a result leading to a medicine information page

This shift brings the regulated, supply‑chain identity of a medicine directly to consumers’ phones. The same 2D codes—mandated or recommended by health authorities in over 70 countries—already carry critical attributes like GTIN (product ID), batch/lot, expiry, and often a unique serial number for anti‑counterfeit traceability.

<<stat label="Countries with pharmaceutical 2D barcode rules" value=">70" source="gs1-healthcare-2025">>

A quick primer: what’s in that tiny square?

The pharmaceutical barcode in question is the GS1 DataMatrix, a compact 2D symbol designed to encode standardized “Application Identifiers” (AIs). These AIs make medicine packs uniquely and interoperably identifiable across the global supply chain—and now, readable by a mainstream smartphone experience.

Core data elements typically found in a GS1 DataMatrix on medicines

AIFieldWhat it means
(01)GTINGlobal Trade Item Number – the product’s global ID
(17)ExpiryUse‑by date (YYMMDD)
(10)Batch/LotBatch or lot number for recalls/traceability
(21)SerialItem‑level serial number (where required)

These same identifiers underpin regulations such as the EU’s Falsified Medicines Directive (FMD), which since February 9, 2019 has required a unique identifier in a 2D Data Matrix plus an anti‑tamper device on most prescription packs, and the U.S. Drug Supply Chain Security Act (DSCSA), which requires a 2D Data Matrix product identifier on saleable packages.

Macro view of a medicine carton’s GS1 DataMatrix next to subtle icons for batch, expiry, and serial number

How the GS1–Google workflow is likely to work

  • Lens detects and decodes the GS1 DataMatrix on a medicine pack.
  • The decoded AIs (GTIN, lot, expiry, serial, etc.) are mapped—either directly by the app or via a resolver—to the appropriate destination using the GS1 Digital Link standard.
  • The user lands on authoritative content such as the ePIL or manufacturer product page.

Behind the scenes, GS1 Digital Link acts as the “web layer” for barcodes, and a GS1‑conformant resolver can route scans to the right endpoint (e.g., a patient leaflet, device IFU, recall status API) based on context. This is the same standards stack that retail is adopting for next‑generation 2D barcodes.

TipTry it on Android (today)
  • Open the Google app and tap the camera icon to launch Lens (you can also access Lens from Google Photos or supported camera apps).
  • Aim at the GS1 DataMatrix (the small, square, checkerboard‑like code) on a medicine pack.
  • Follow the result to the official product information if available. Note: Availability and the depth of information depend on what the manufacturer and its partners have already published online.

What this unlocks for patients, providers, and makers

  • Faster access to trustworthy leaflets: The European Medicines Agency (EMA) has been piloting ePI/ePILs across Member States, moving toward harmonized, FHIR‑based electronic product information and even smartphone access from on‑pack 2D codes. Lens support helps close the last‑mile gap from packaging to digital leaflets.
  • Fewer paper leaflets over time: GS1 notes environmental upside from digitizing leaflets—though actual savings depend on industry adoption and regulatory allowances.
  • Real‑world safety and recall readiness: The same identifiers already enable verification at pharmacies and hospitals. Bringing them to the phone can support adherence and informed use, while keeping data consistent with what clinicians scan.

Limits and caveats to keep in mind

  • Availability varies: The capability is live in Google Lens globally on Android, but the depth of information you see depends on what each manufacturer has published and how resolvers are configured. GS1 says iOS support is planned.
  • Not a counterfeit check for the public: National verification systems (like those used under the EU FMD) have controlled access. A Lens scan gives you product info; it doesn’t replace pharmacist or regulator authentication workflows.
  • Privacy and connectivity: Lens works by analyzing what’s in the camera frame and may use web results; accessing ePILs requires an internet connection.

Why this is part of a bigger 2D moment

Healthcare isn’t alone: retail is targeting “Sunrise 2027,” a joint industry milestone to accept 2D barcodes at checkout, with GS1 Digital Link as the connective tissue between on‑pack codes and web resources. Today’s Lens update shows how 2D barcodes move beyond warehouses and clinics into everyday consumer use.

What pharma and med‑tech teams should do next

  1. Publish authoritative digital product pages and ePILs (ideally aligned to EU ePI where applicable) and make them discoverable via GS1 Digital Link.
  2. Register endpoints with a GS1‑conformant resolver (or operate your own) so scans route to the right content for patients and professionals.
  3. Test with Google Lens and harden your metadata: confirm GTIN, batch/lot, expiry, and serial parsing from live packaging, and localize content for priority markets.
  4. Coordinate with pharmacy and hospital partners so the same identifiers deliver the right experience across dispensing, administration, and patient after‑care.

The bottom line

Barcodes have quietly made healthcare safer for two decades; making them smartphone‑friendly could make trusted medicine information feel as accessible as a tap. If industry follows through—by exposing ePILs and other verified data through GS1 Digital Link—the little square on the box becomes a big win for patient clarity, safety, and sustainability.

Sources