18 September, Geneva – The future of global trade took a digital turn at the World Trade Organization Public Forum 2025, where the World Spirits Alliance (WSA) hosted a high-profile panel titled “Digital Labels & Global Trust: The Future of Trade.” Moderated by Helen Medina, CEO of the WSA, the session brought together a distinguished lineup of speakers: Dirk Jacobs (Director General, FoodDrinkEurope), Lucian Cernat (Head of Tariffs, Rules of Origin, and Technical Barriers to Trade, European Commission), You Song (First Secretary, Permanent Mission of China to the WTO), and Francesca Poggiali (Vice President of Global Public Policy, GS1).
The panel explored how digital labelling—using technologies like QR codes—can revolutionize the way information is shared across borders, benefiting consumers, regulators, and producers alike. Lucian Cernat emphasized that digital labels can simplify compliance and reduce clutter on physical packaging, while also making it easier for regulators to verify product information and for manufacturers to update details dynamically. Dirk Jacobs highlighted the food and beverage industry’s readiness to embrace digital solutions, noting that such tools can enhance transparency, support sustainability goals, and help companies navigate complex regulatory landscapes.
You Song shared China’s recent advances in digital food labelling, including new national standards and a two-year transition period to ensure smooth adoption. He stressed the importance of building trust through clear rules and robust technology, while also ensuring that digital labels are accessible and tamper-proof. Francesca Poggiali underscored the need for global standards and interoperability, warning that fragmented approaches could create new barriers to trade.
The session drew an audience far beyond the room’s capacity, clear evidence of the growing interest in digital labelling as a tool for transparency and trust in international commerce. As the discussion concluded, panelists agreed that collaboration among industry, regulators, and standard-setters will be key to unlocking the full potential of digital labelling in the years ahead. The lively debate left participants with a sense of momentum and optimism for the digital transformation of trade.
