Google Lens & GS1 Boost Healthcare Transparency

Most of us barely glance at the tiny codes printed on medicine packs, but they are about to become a lot more useful. 

Through a new collaboration with GS1, the organisation behind the familiar barcode, Google Lens will let people scan GS1 DataMatrix codes on millions of existing medicine packs and instantly surface trusted information. 

The shift gives patients a simple way to understand what they are taking, helps shine a light on how medicines move through the healthcare system and supports safer, more transparent and more sustainable pharmaceutical practices.

“The ability to scan a GS1 DataMatrix directly with a smartphone camera is a breakthrough for global healthcare systems,” said Glen Hodgson, Vice President, Healthcare at GS1.

“It means the same trusted standards that underpin medicine identification and traceability will deliver trusted information directly into the hands of those who need it most.”

Instant access to medical data

With Google Lens integration, the GS1 DataMatrix barcode connects physical medicine packages to critical health information online. 

Patients, caregivers and health professionals can instantly retrieve details such as batch number, expiry date and electronic patient leaflets (ePILs) simply by scanning the barcode with their smartphones. 

This empowers individuals to make informed decisions and provides transparency about the products they are using, supporting compliance and safety across more than 70 countries where these standards are mandatory.​

Supporting patient safety and trust

This innovation underpins patient safety in several ways:

• Immediate access to accurate product details helps prevent medication errors.
• Electronic leaflets can be easily updated with new safety information.
• The scanning process simplifies verification and supports faster recalls when necessary.​

It provides healthcare workers and patients with trusted, authenticated data – crucial in clinical settings and for home care.

GS1 is actively working with pharmaceutical manufacturers to ensure that product information is made available online, broadening access globally and signaling a new era of connected healthcare.​

Sustainability through digital adoption

Transitioning from paper to electronic patient leaflets not only supports healthcare efficiency but also delivers tangible environmental benefits. 

In the US alone, printed medicine leaflets result in the loss of around 12 million trees annually and emit greenhouse gases equivalent to 800,000 cars. Studies confirm that electronic patient information has 89%–98% less environmental impact compared to paper leaflets, dramatically lowering resource use and carbon emissions.​

Pharmaceutical firms are encouraged to shift from paper leaflets to ePILs to further sustainability goals and reduce their carbon footprint.​

Building an interoperable healthcare future

The collaboration between GS1 and Google is more than a technological upgrade – it reflects a commitment to open standards and interoperability. By linking the GS1 DataMatrix to Google Lens, the initiative makes trusted medical product data accessible worldwide, regardless of device or location.

The success of this breakthrough depends on stakeholder adoption and readiness, but it lays a strong foundation for future healthcare innovations.​

“This collaboration between GS1 and Google is a major step forward in connecting the physical and digital worlds of healthcare,” said Renaud de Barbuat, President and CEO of GS1.

“By enabling smartphone-native access to trusted medicine data, we’re advancing global healthcare transparency and giving patients and professionals the information they need to act with greater confidence.”