Your DPP Needs A Web Page. Here Is How Marketing, Ecommerce And Compliance Work From One Brief.
- Rodica
- 2 days ago
- 3 min read
If you've followed this series so far, you know your Digital Product Passport is coming, whatever the exact textile deadline ends up being once Brussels finalises it.
What catches most SMEs out is where the passport actually lives. It's a web page, sat on your own site, linked from a QR code on the product itself.
That single fact drags three teams into the same room who usually never speak: marketing, ecommerce and whoever's doing your compliance (which, for most of my clients, is one very tired person wearing all three hats).
Why this page isn't just IT's problem
The Digital Product Passport Registry went live on 20 July 2026, giving businesses a testing environment and the technical scaffolding to register products and get a proof of registration document.
The first hard deadline attached to it is 18 February 2027, and it's for certain large batteries, not textiles yet.
But the infrastructure is real and it's live now, which means the "we'll deal with it later" excuse just got a lot weaker.
Once your product category has its delegated act, that QR code has to point somewhere.
Somewhere accurate, somewhere live, somewhere that matches what you've registered.
That somewhere is a web page your marketing team will want to control the look of, your ecommerce platform will want to build cleanly into product pages, and your compliance lead will want locked down so nobody edits a fibre percentage without sign off.
Who actually owns which bit
Split it like this and you stop the arguments before they start.
Compliance owns the data.
What goes on the passport, sourced from your supplier records, your Greenly account if you're tracking emissions, your certification paperwork. No one outside compliance touches these figures without a paper trail.
Ecommerce owns the build.
Where the page lives on the site, how it loads, how the QR code resolves to it on a phone in a shop or a warehouse.
Marketing owns the presentation.
Tone, layout, how much of this a customer actually wants to read versus scan. It's still your brand's page. It doesn't have to read like a spreadsheet.
The trap I see most often
SME clients hand this whole thing to whoever built their website and hope it sorts itself out.
It rarely works.
A developer with no compliance context can build a lovely page that's missing a mandatory field, or states something your supplier data can't actually back up.
.That's a greenwashing risk sitting on your own product page.
The fix is boring and it works: compliance drafts the content in plain language first, marketing edits it for tone without touching the facts, ecommerce builds the page against that signed off content.
No one skips a step because everyone's busy.
What this means for you
If you're an SME founder reading this thinking "I don't have three teams, I have me and a freelancer," the same split still applies.
You're just doing all three roles yourself, one at a time, in that order.
Get the data right first. Worry about how pretty the page looks last.
Sources
If you want a second pair of eyes on how your DPP page is being split across your team, book a free DPP readiness call and we'll work out who owns what.
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