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A proposal by the Ministry for Primary Industries (MPI) to trial QR code-based food labelling has drawn criticism from consumer advocates, who warn it could reduce transparency around how food is produced.
Under the proposed trial, key labelling information could be moved off physical packaging and accessed instead through QR codes, potentially removing the requirement for companies to clearly display details such as the use of gene-edited ingredients.
Advocacy group GE Honesty says the move risks undermining informed consumer choice and points to overseas precedents where similar approaches have failed. In the United States, courts ruled against QR-only food labelling, finding it restricted access to information, confused shoppers, and reduced transparency at the point of purchase.
Critics argue that food labels should be visible, simple, and immediately accessible, rather than dependent on smartphones, apps, or reliable data connections inside supermarkets.
They warn that shifting essential information behind QR codes could disadvantage consumers who lack access to suitable technology or who need quick, clear information while shopping.
MPI is currently seeking public feedback on the proposed trial. Consumer groups are urging New Zealanders who value clear food labelling to make submissions opposing any move toward QR-code-only disclosures, arguing that on-pack labels remain essential for informed decision-making. Submissions to MPI can be made online here.
This article was originally published by the Daily Telegraph New Zealand.
