PFFC - July 2008 - (Page 23)

BRAND SECURITY The Counterfeiter’s Job How does the counterfeiter actually work to defraud manufacturers of genuine goods and deceive the purchaser or general public at large? There are a number of routes they use. u Counterfeiting of the whole product range, plus the packaging and labeling u Counterfeiting the packaging and labeling only to enable rejected or outof-date products to be repackaged and passed-off as good u Reusing genuine packs/labels with counterfeit products u Unauthorized use of look-alike or registered brand names or logos with a counterfeit product u Counterfeiting of ownership/sale/bill of lading documents, including guarantees u Counterfeiting methods of payment for goods, such as checks, credit cards, gift vouchers, etc. The Role of Packaging The package designer and the packaging origination and repro house, as well as the package and/or label printer, can play a significant role in the brand protection and authentication process if they work closely with the brand owner and packer. u Build counterfeit deterrence, product authentication, and brand protection technologies into the design of the label or pack. u Look at how to best combine such technologies to provide the most effective overall solution. u Strive to make each individual pack or label unique. This might be through sequential coding, marking, or numbering, for example. u Aim to keep ahead of the counterfeiter by changing the solutions used on a frequent basis—by batch, daily, monthly—even each individual unit if digital printing is utilized. thentication: inks that fluoresce or glow under certain lighting conditions; inks that change color in special light, heat, or pressure situations; inks that provide extra thick, raised images; and inks that can be rubbed off to reveal hidden images. There are a variety of solutions the printer can use—even biometric and optically variable inks. In terms of packaging materials and label substrates, suppliers have developed a Brand Protection Solutions It might be said that adding brand protec- range of possible brand protection/authention technologies into or on packaging and tication solutions: paper and board conlabels is a significant taining watermarks, add-on cost to the special colored secubrand owner and the rity flecks or fibers; printer. Certainly it DNA impregnated can be if it is done as materials; holoan afterthought and graphic image films, additional features etc., and VOID are added after the or tamper-evident package has label materials. been designed. On the printing Remember, and converting however, that the line, other securitypackage or label related features can needs to be designed be incorporated at the very begininto packaging and ning: It may have labels. Embossed background colors, A non-line-of-sight authentication images; perfotints, or images on technology, which is almost invisible and rated images; spot, often not removable from the packaging, it; it probably will matte, or gloss varhas been developed by Total Brand Security nish areas; rainbow contain lines or (www.totalbrandsecurity.com). It uses logos and maybe colors using a split robust security taggants—which cannot be photographs; and duct; security cuts; it may incorporate demagnetized or deactivated— that can and micro-perfovarious sizes of text be integrated into inks, adhesives, plastic rating. On a label or graphics. If the converting line, it components, or holograms. right software packalso is possible to age is used in the design and originaproduce security foiling solutions, on-sert tion of the pack, it is possible today to holographic images, and much more. incorporate various security background Bar coding, numbering, and date and designs, micro-texts, hidden images, etc., batch coding, etc., have long been used which are difficult or impossible for the as part of today’s packaging and labeling, counterfeiter to copy or scan. yet the package printer could offer much In the same way, labels and packages more to help protect and authenticate need to be printed, which means using packs—special codes that carry much inks and varnishes. Again, there are a more data than an ordinary bar code, range of security-type inks, varnishes, the use of sequential numbers and codes, and coatings that can be used during the optical and magnetic encoding, invisible printing process to discourage or combat codes—there are many such options, incounterfeiting or to provide pack aucluding RFID. gets for the counterfeiter. Enforcement expenditures and/or the legal penalties on those caught producing or selling this type of product also may be minimal, making them low-risk targets for the counterfeiter. Having said that, it is generally the well-known brand name products that are most likely to be the ones that reach the headlines. Brand Protection & Authentication Solutions Security Substrates Security Inks, Varnishes & Coatings Security Designs & Backgrounds Security Printing & Converting Sequential Coding & Numbering Optically Variable Devices (OVDs)–Primarily Holograms Optically Variable Inks, Films & Coatings JULY 2008 | 23 WWW.PFFC-ONLINE.COM http://www.totalbrandsecurity.com http://WWW.PFFC-ONLINE.COM

Table of Contents Feed for the Digital Edition of PFFC - July 2008

PFFC - July 2008 Contents First Glance Calendar of Events From the Editor Web Lines Process Management News Clips Narrow Web & Label Reporter Narrow Web & Label What’s New Products Cover: Special Report Start with Security 2008 TAPPI PLACE Conference Printing Partnerships Paper’s Pledge Edible Markers Flexography Exclusive Research: Critical Trends What’s New Products Services Directory Classified Marketplace Advertisers Index Experience Speaks

PFFC - July 2008

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