Dive Brief:
- The GMA has defended its SmartLabel initiative by responding to a letter written by democratic senators, who have concerns about the scannable QR code.
- The senators posed three questions: "how it can ensure all customers, even those without smartphones, have access, how consumer privacy will be protected and how the technology will work," The Hill reported.
- The GMA responded with assurances that the Internet is widely accessible, so anyone with Internet access or a smartphone can benefit from the label; manufacturers will not be allowed to market products with the label, protecting consumers' interests; and consumers are more comfortable with scanning food items per the prevalence of self-checkout counters, so the technology is easy to use.
Dive Insight:
However, even with such an explanation of the ins and outs of SmartLabel, many legislators, particularly those supporting mandatory GMO labeling, remain unconvinced. They call the label an "unacceptable solution" that discriminates against several groups of consumers who may not be able to access smartphones or computers, including the elderly and low-income, minority, and rural populations, according to The Hill. The GMA addressed these concerns in December. Retailers could help consumers without smartphones in-store in a customer service effort.
In addition to these senators, the Environmental Working Group is also not pleased with SmartLabel. It pointed out a Mellman Group poll that found only 16% of consumers have ever scanned a "QR" code.
SmartLabel is the GMA's answer to the call for mandatory GMO labeling and ushers in the potential for voluntary GMO labeling, as the House passed last year. This year, legislators vowed to find a solution to the GMO labeling debate.
The debate is at a standstill with GMO labeling opponents' efforts not acceptable to mandatory labeling supporters. And time is running out as July 2016 nears, when Vermont's mandatory GMO labeling law goes into effect. Unless the GMA and other voluntary labeling supporters come up with a solution that appeases enough legislators, companies will have to adjust accordingly. It's unlikely that federal voluntary GMO legislation will pass in time to override Vermont's efforts, though such a law could negate Vermont's law after the fact.
Several states have GMO labeling and related issues on the docket for the current session.