How Google Lens & GS1 Are Making Healthcare More Sustainable

Most people seldom notice the small printed codes on medicine packaging, but that’s about to change.

Thanks to a new collaboration with GS1, the organisation behind the standard barcode, Google Lens will now allow users to scan GS1 DataMatrix codes on millions of medicine packs and instantly access verified information.

This development offers patients an easy way to understand their medication, enhances visibility across the healthcare supply chain, and promotes 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 links physical medicine packages to essential health information online.
By simply scanning the barcode, patients, caregivers, and healthcare professionals can view details such as batch numbers, expiry dates, and electronic patient leaflets (ePILs).

This empowers people to make informed choices and ensures transparency about the medicines they use, reinforcing patient safety and regulatory compliance across more than 70 countries where these standards are mandatory.

Supporting patient safety and trust

This innovation strengthens patient safety in multiple ways:

• Immediate access to verified product details helps prevent medication errors.

• Electronic leaflets can be quickly updated with the latest safety information.

• The scan process enables faster verification and recall when required.

It provides both clinicians and patients with reliable, authenticated data — an essential tool in clinical environments and home care alike. GS1 is working closely with manufacturers to ensure product data is available digitally, expanding access globally and marking a new era of connected, data-driven healthcare.

Sustainability through digital adoption

The move from printed to electronic patient leaflets supports healthcare efficiency while significantly reducing environmental impact.
In the US alone, printed leaflets contribute to the loss of around 12 million trees each year and produce greenhouse gases equivalent to 800,000 cars. Studies show that ePILs have 89%–98% less environmental impact than paper alternatives, drastically cutting resource use and carbon emissions.

Pharmaceutical companies are being urged to accelerate the shift to ePILs to strengthen sustainability commitments and lower their carbon footprint.

Building an interoperable healthcare future

The partnership between GS1 and Google represents more than a digital upgrade — it’s a shared commitment to openness and interoperability. By connecting GS1 DataMatrix codes with Google Lens, the initiative makes reliable medicine data accessible anywhere, on any device. While continued adoption by healthcare stakeholders will be key, the collaboration sets a strong precedent for future digital health 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.”