In 2026, the European Union will introduce the Digital Product Passport (DPP), a scannable, standardized digital record tied to every product sold within the EU. Often described as a “nutrition label for everything you buy,” it’s designed to give consumers transparency into where products were made, what they’re made of, and how they can be repaired, reused or recycled.
To unpack what this means for brands and retailers (especially those based in the U.S.), Patrick Tully, Senior Content Marketing Manager at Pimberly, sat down with Tim Bodill, Pimberly’s VP of Digital Product Passport, to discuss how the rollout will reshape supply chains, data ownership and consumer trust. He also shares why he believes the DPP will have an impact comparable to GDPR, and why proactive data readiness is the best path to compliance and growth.
Q: What products are going to be impacted by the introduction of DPPs?
Tim Bodill: The initial rollout of the DPP focuses on three key categories: clothing and apparel, car batteries and mattresses. These sectors were selected because they represent major environmental impact areas; fashion alone accounts for roughly 10% of global carbon emissions, while automotive and furniture waste pose significant challenges for recycling and reuse.
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Over the next five years, the DPP framework will expand to include building materials, electronics and ICT, plastics and furniture, among others. That means almost every durable good sold in Europe will eventually need a Digital Product Passport. Food, medicines and plants are currently excluded, largely due to existing traceability regulations already in place.
So while the focus starts with apparel, the direction is clear: DPPs are coming for every major product category. The long-term goal is to create a fully circular economy where every product’s lifecycle is traceable from manufacture to end-of-life. Brands that prepare early, even those not in the first wave, will save significant time and cost later on.
Q: Who will be responsible for providing the data?
Bodill: Ultimately, it’s the manufacturer’s responsibility to ensure product data is accurate, complete and accessible downstream, to distributors, retailers and, ultimately, consumers. However, this will spark a major shift in supply chain relationships as product data begins to hold tangible commercial value.
In other words, a manufacturer that maintains rich, standardized product data will become a more valuable partner to retailers and marketplaces. The inverse is also true: if your data is incomplete or noncompliant, you may find your products excluded from the EU market or deprioritized by retail partners that can’t afford compliance risk.
We’re going to see product data treated as a new form of currency. It will drive not only compliance but also trust and visibility across the supply chain. I expect to see contracts and SLAs rewritten to include data-sharing requirements as standard, something that wasn’t even on the radar a few years ago.
Q: You mention QR codes — does this mean every manufacturer will need to create new codes for every product?
Bodill: Not necessarily. While QR codes are the most visible example, they’re just one possible way to deliver product data to consumers. The DPP regulation doesn’t mandate a specific technology; it simply requires that product information be digitally accessible.
For most companies, QR codes will likely be the most cost-effective and scalable option, especially since they can be easily printed on labels or packaging and linked to cloud-hosted data. However, other data carriers, such as NFC chips, RFID tags or digital twins are being explored for sectors like electronics or automotive, where products already have embedded identifiers.
What’s crucial is that manufacturers think about the full lifecycle impact of whichever technology they use. For example, embedding NFC chips could reduce recyclability in certain product categories. The key is to strike a balance between accessibility, durability, and sustainability, all of which are core principles behind the DPP initiative.
Q: What information do companies need to make available to be compliant?
Bodill: The purpose of the DPP is to empower consumers with transparent, verifiable information at the point of purchase. That means brands will need to disclose data that helps people make informed decisions — not just marketing copy, but hard data on sustainability and safety.
While the specific data fields vary by sector, some of the core categories include:
- Environmental impact (such as carbon footprint, water usage, and recyclability)
- Raw materials and sourcing origins
- Repairability and end-of-life instructions
- Transportation and logistics details
- Certifications and compliance marks
For many brands, this data already exists; it’s just scattered across ERP systems, supplier portals, spreadsheets and marketing databases. The challenge isn’t collecting new data; it’s structuring and centralizing it so it’s ready to flow into the DPP framework in a standardized, machine-readable format.
Done well, this doesn’t just meet regulatory needs — it creates a foundation for credible sustainability storytelling, which today’s consumers increasingly expect.
Q: What should a manufacturer do now to be ready for DPP?
Bodill: The best thing manufacturers can do right now is get their product data in order. Compliance isn’t about reinventing processes, it’s about ensuring your data is complete, consistent and connected.
Most manufacturers already have the information they need, but it’s often fragmented. Start by conducting a data audit: identify where key product attributes live, what’s missing, and what needs to be standardized. Then, invest in a centralized system like a product information management (PIM) platform to govern and distribute that data across all channels and partners.
Second, look at DPP not as a compliance checkbox but as a strategic opportunity. Just as companies that adopted GDPR early went on to build stronger trust with consumers, DPP leaders will be able to differentiate on transparency. Consumers want to know that the brands they buy from are acting responsibly, and the DPP provides a powerful, verifiable way to prove it.
Finally, think about scalability. The EU may be first, but other regions are watching closely. The U.S. already has begun exploring similar digital labeling standards, and once major retailers start demanding DPP-compliant data globally, it will become the norm rather than the exception.
Closing Thoughts
As Tim explains, the Digital Product Passport represents more than another layer of red tape. It’s a once-in-a-generation shift toward a data-driven, circular economy, one where transparency, traceability and trust define brand success.
For U.S. manufacturers and retailers, the next 12 to 18 months will be critical. Those that act early can turn DPP readiness into a market advantage, while those that wait risk being left behind when the QR code revolution hits their shelves.
Tim Bodill is VP of Enterprise and Digital Product Passport at Pimberly, a global leader in product information management. With over 30 years in the IT services industry, he has led enterprise sales and digital transformation strategies for blue-chip clients across managed services, infrastructure and cloud. Previously Chief Sales Officer at Jigsaw24, Bodill helped establish the UK’s first Apple Authorized Enterprise Reseller. He has also held senior roles at Esteem, Daisy Corporate Services, and Phoenix IT Group. At Pimberly, he focuses on enterprise solutions and helping businesses prepare for Digital Product Passport (DPP) compliance.
