Your passport to being a better shopper

When policymakers hit upon the name ‘Digital Product Passports’, they struck gold. Why? Because sometimes (okay, most of the time!) legislative language can be utterly impenetrable to most people. But the concept of a passport? Well, that’s something we’re all familiar with.

And while they aren’t exactly like the ones we use to travel, there are definitely some key similarities. Our personal passports are essentially an official document which is recognised and trusted across borders to prove our identity and where we come from. However, a Digital Product Passport (DPP) takes that a significant step further and is absolutely crammed with detail about the whole life of a product – not just where it came from, but how it was made, what materials it contains, how to take care of it and even how it can be repaired or disposed of properly and responsibly.

And don’t be misled by the word ‘digital’. This just refers to the format of the passport, which may take the form of a QR code, directing you to a repository of information, an embedded chip, or even just a huge online database, depending on who will need the information. By 2030, following a carefully phased rollout, every product sold in the European Union (with only a couple of minor exceptions) will require a DPP and it’s not just a ‘nice to have’. Products that don’t have one may be banned from being sold in the EU and companies which don’t supply them may be hit with a number of potential penalties.

On the face of it, this might sound a bit burdensome for the millions of companies that sell products in the EU, but there is a very important purpose to this big change, explains Wamda Saeid Elsirogi, who is our Senior Sustainability Regulatory Affairs Manager for Europe, Middle East and Africa, as well as the chair of DIGITALEUROPE’s Sustainability Policy Group. “It's the key to achieving true circularity,” she explains. “The information it contains will show the product in its very clearest light, from the cradle to the grave, and there must be evidence for every element. This means that companies will need to outline exactly what that product is made of – good and bad – how it can be reused, repaired, maintained or refurbished.”

So, over the next few years you’ll begin to see more and more products featuring QR codes. “The apparel industry is already halfway there,” says Wamda, who notes that these can already be found on the care labels of clothing and often contain a vast amount of detail. But how does this translate into change? Well, as the old adage goes, knowledge is power.

There’s nowhere to hide

Have you ever had to take a product’s claims on face value? Perhaps you’ve seen a tag on a t-shirt that read ‘100% sustainable cotton’ or similar and chosen it over an alternative that didn’t make the same claim. But how did you reallyknow? The DPP holds everyone to the same standard through absolute transparency, meaning that if companies promise something about a product, they must be able to substantiate it.

More sustainable shopping is within reach

The data shows that when we shop, we really do want plenty of information about materials, labour practices and repairable design. Because when we have this, we make better and more informed choices and will often invest in goods that offer us quality and long-term savings. This is obviously great for consumers and the planet.

Do you really need to say goodbye?

Who hasn’t been guilty of throwing away something because we have no idea if or how it can be fixed? Or because we simply could do without the hassle of going down an internet rabbit hole to find out? This is a big part of the reason why DPPs exist – to give consumers the power to drive demand for products that can be repaired or refurbished, rather than just disposed of. And to show us exactly how we can do it!

Second-hand or Sensible recycling?

We all part ways with things we’ve bought eventually, and online resale sites are by far the most popular way to pass on our preloved items. Having the DPP means that you have so much more information to share when you make your listing, and it also acts as a kind of authenticator to any potential buyers. And if the time has really come to say a final farewell, then the DPP will also tell you exactly what you need to do so that it doesn’t end up in landfill. 

In the end, Digital Product Passports mean three things: accountability, accountability and more accountability. “Firstly, it ensures businesses provide the life story of their products,” explains Wamda. “Secondly, it means that consumers know exactly what they are buying. And finally, it encourages businesses to make sure that their products have a sustainable lifespan, so consumers can take control of what happens to the things they buy. DPPs help everyone to be part of a product’s story.”

Learn more about Canon’s approach to circularity and sustainability.