PFFC - July 2008 - (Page 31)

BRAND SECURITY Paper’s Pledge Security paper suppliers are finding ingenious ways to help your customers protect their brands and their bottom lines. By Edward Boyle, Contributing Editor uSupplier Infot uKurz Transfer Products | www.kurzusa.com PFFC-ASAP 302 he US Chamber of Commerce reports product counterfeiting costs US companies nearly $250 billion a year in lost revenue. While the problem is far too vast and complex to be solved solely through the enhanced security provided by labels and packaging, a number of suppliers have developed specialty papers that provide printers, converters, and endusers with one more weapon to fight their ongoing battle. Security features incorporated into printed products are available in three classifications—overt, covert, and forensic— each with varying levels of sophistication. Overt methods, like holograms and watermarks, are easily visible to the naked eye. Covert solutions, such as encrypted threads, are not readily apparent but can be seen easily with the proper equipment, such as an ultraviolet (UV) light or special marking pens. Forensic solutions can be detected only in a lab using sophisticated equipment. Security papers typically incorporate one or more features that can identify the product as original or demonstrate tamper evidence when fraud is attempted. For example, some packaging incorporates holoMWV’s Endurance reportedly seals at grams that will be destroyed if they are removed, a lower temperature than competitive thereby alerting the retailer and the consumer to products, reducing dwell time by up to potential counterfeiting. Others are packaged in 20% versus other heat seal coatings. paperboard with embedded filaments that indicate authenticity. Whatever the problems—and there are many—converters will find a range of security papers designed to address them. Targeted Markets, Unique Demands T uMeadWestvaco | www.mwv.com PFFC-ASAP 303 uChase Corp. | www.chasecorp.com PFFC-ASAP 304 uHoneywell | www.honeywell.com PFFC-ASAP 305 “At this point everyone should be concerned about [product security], because it is a huge problem,” says Jacquie Wells, marketing and communications manager for KURZ Transfer Products, a manufacturer of hot stamping foils and optically variable devices (OVDs) used in security applications. “It creates loss of revenue; it can bankrupt a company. There is no one industry that is safe from any counterfeiting.” Yet some markets are more susceptible to counterfeiting and brand identity theft than others. Chief among them are pharmaceuticals, tobacco, clothing, and computer software. As such, paper suppliers have developed specialty papers specifically to meet the needs of these “targeted” industries, all of which have unique demands. JULY 2008 | 31 WWW.PFFC-ONLINE.COM http://www.kurzusa.com http://www.mwv.com http://www.chasecorp.com http://www.honeywell.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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