In 2026, Digital Product Passports and Smart Labels Become the New Standard for Brand Protection

The branding industry is shifting toward individual identification of every single product unit. Digital passports, QR codes, and NFC tags are shaping a new trust model between brands and consumers.

Individual Identification — The Key Trend of 2026

In 2026, the packaging and branding market demonstrates a strong transition toward digital identification technologies for each product unit. While traceability previously operated at batch level, the new standard is a personal digital passport for every package.

Consumers now expect instant authenticity verification using a smartphone — via a QR code or NFC tag placed directly on the packaging.

Digital Product Web Passport

A digital passport is an individual web page for a specific product unit hosted on the brand’s official website. A unique QR code or NFC link directs users to a page displaying manufacturing date, raw material origin, warranty terms, and authenticity confirmation.

• Product authenticity verification
• Production and batch information
• Digital warranty registration
• Customer feedback and service support

Industry experts emphasize that delegating authenticity verification to third-party platforms reduces brand trust. In 2026, companies are reclaiming control over authentication systems within their own digital infrastructure.

Smart Labels: Next-Generation Technology

In 2026, labels evolve from a purely design element into a digital interaction interface between the brand and the customer.

• QR code with a unique link to a digital passport
• QR + hidden verification code under scratch-off layer
• QR + holographic security element
• NFC tag for instant smartphone access
• Combination of NFC and UHF for logistics and automated tracking

Integration with Enterprise Systems

Digital product passports integrate with ERP, CRM, and MES systems, ensuring end-to-end traceability from manufacturing to the final consumer.

• Automated data collection for each product unit
• Analytics on scans and sales geography
• Rapid blocking of suspicious batches
• Personalized marketing offers
• Synchronization of production and service processes

Marketing and Security Converge

Every package scan becomes not only proof of authenticity, but also a communication touchpoint with the customer. In 2026, security and marketing merge into a unified brand development strategy.

2026 marks the year of digital brand identity. Companies implementing digital passports and smart labels today gain a strategic advantage: increased consumer trust, reduced counterfeit risks, and access to detailed behavioral analytics.