GS1 Link Types: Every Type and When to Use Each One
When you set up a GS1 Digital Link QR code, you don't just point it at a single URL. You configure link types that tell the resolver what kind of content lives at each destination. This is what lets one QR code serve multiple audiences.
A consumer scanning your product gets a product page. A supply chain system gets traceability data. A retailer gets structured product information. The resolver routes based on which link type is requested.
How link types work
Each product in your resolver can have multiple links, each tagged with a GS1-defined link type. When a request comes in, the client can specify which link type it wants using a linkType query parameter. The resolver then returns the matching link, or the default if no type is specified.
If no specific type is requested, the resolver returns the default link, which is typically the Product Information Page.
The link types that matter most
GS1 defines over 50 link types in the full Web Vocabulary, covering everything from electronic patient information leaflets to loyalty programs. These are the 12 most relevant to consumer product brands -- and the ones SunriseQR supports:
Consumer-facing link types
| Link type | GS1 identifier | Purpose |
|---|---|---|
| Product Information Page | gs1:pip | The primary landing page for consumers. Product details, descriptions, images. This should be your default link for most products. |
| Where to Buy | gs1:hasRetailers | Links to retail locations or e-commerce pages where consumers can purchase the product. |
| Recipe | gs1:recipeInfo | Recipes that feature the product. Ideal for food and beverage brands that want to inspire usage. |
| Instructions | gs1:instructions | Usage instructions, assembly guides, how-to content. Great for products that need explanation beyond what fits on the label. |
| Promotional Offer | gs1:promotion | Current promotions, coupons, or special offers related to the product. Can be updated seasonally without reprinting packaging. |
| Reviews | gs1:review | Customer reviews and ratings. Links to a reviews page on your site or a third-party platform. |
| Social Media | gs1:socialMedia | Brand social media profiles. Lets consumers follow you directly from the product. |
| Customer Support | gs1:support | Support page, FAQ, contact form. Especially valuable for products that commonly generate support questions. |
| Product Registration | gs1:registerProduct | Warranty or product registration page. Common for electronics, appliances, and durable goods. |
Compliance and supply chain link types
| Link type | GS1 identifier | Purpose |
|---|---|---|
| Safety Information | gs1:safetyInfo | Safety data sheets, hazard information, warnings. Required for certain product categories (chemicals, supplements). |
| Traceability Information | gs1:traceability | Batch-level traceability data. Critical for food and beverage brands meeting FSMA 204 requirements. |
| Sustainability Information | gs1:sustainabilityInfo | Environmental certifications, carbon footprint data, sourcing information. Increasingly requested by consumers and regulators (especially under EU Digital Product Passport requirements). |
Choosing link types for your products
Every product should have
- Product Information Page (
gs1:pip) as the default link. This is what consumers see when they scan with no specific request. Make it a good product landing page.
Most products benefit from
- Where to Buy (
gs1:hasRetailers) if you sell through multiple channels - Customer Support (
gs1:support) if you have any support presence - Instructions (
gs1:instructions) for products that need usage guidance
Category-specific recommendations
Food and beverage:
- Recipe (
gs1:recipeInfo) for ingredient products - Traceability (
gs1:traceability) for FSMA 204 compliance - Safety Information (
gs1:safetyInfo) for allergen data
Consumer packaged goods:
- Promotional Offer (
gs1:promotion) for seasonal campaigns - Reviews (
gs1:review) to build trust - Sustainability (
gs1:sustainabilityInfo) if you have certifications
Health and beauty:
- Instructions (
gs1:instructions) for usage directions - Safety Information (
gs1:safetyInfo) for ingredient/allergen data - Product Registration (
gs1:registerProduct) for premium products
Electronics and durable goods:
- Instructions (
gs1:instructions) for setup guides - Product Registration (
gs1:registerProduct) for warranty - Customer Support (
gs1:support)
Setting the default link
Every product needs one link marked as the default. This is what's returned when a consumer scans the QR code without requesting a specific link type -- which is the vast majority of scans. For most products, this should be the Product Information Page.
Each link type can only appear once per product (per language), so there's no ambiguity about which link to serve when a specific type is requested.
Updating links without reprinting
One of the key advantages of link types is that you can update them anytime through your resolver, and every printed QR code automatically reflects the change.
Practical examples:
- Seasonal promotion: Change the
gs1:promotionlink from your summer sale to your holiday sale - Updated instructions: Point the
gs1:instructionslink to a revised how-to page - New retailer: Add a
gs1:hasRetailerslink when you launch in a new store - Recall notice: Update
gs1:safetyInfoto point to recall information (critical for consumer safety)
This flexibility is one of the main reasons to use a resolver rather than a static QR code pointing to a fixed URL.
How link types work in SunriseQR
In the SunriseQR dashboard, each product has a links section where you can:
- Add links with a specific GS1 link type
- Set which link is the default (shown when consumers scan)
- Toggle links active/inactive without deleting them
For the technical URI structure behind link types, read GS1 Digital Link URI Structure: A Technical Deep Dive. For printing the QR code itself, see our Printing Guide.