FEATURE Supply chain, packaging & logistics
Intelligent packaging for defeating counterfeiters
By Judy Moon, Vice President and Global Head of Revenue at Digimarc
A
survey conducted by Censuswide in November last year found that just over one in four UK shoppers
were considering buying fake products over the festive period last year, shining a light on the emerging trend amongst consumers looking to save money as the cost of living remains high. This has had of many companies, as they are now no longer guaranteed. Whilst solutions abound for detecting and preventing the counterfeiting of consumer goods, the to grow rapidly, fuelled by consumer demand.
This rise in counterfeiting highlights how important it is for brands to invest in intelligent packaging, which can help prevent counterfeiting and protect the tags, holographic labels and serialisation products from fakes and make them But, while all the above solutions for anti-counterfeit technologies exist to help customers detect counterfeit products, there is still need for tools that can actively prevent fake goods from reaching these solutions and implementing them into existing product packaging processes, businesses can ensure their customers are receiving genuine items every time they make a purchase.
Using anti-counterfeit technologies in 44 July/August 2023 | Automation
the secondary packaging for shipping consumer products all over the world would enable supply chain workers who handle these packing units to quickly and reliably check product authenticity, thereby intercepting fake items before they reach customers. Counterfeit products have a multitude of pathways to reach the market, with distribution networks being the most prevalent. The global scale and lack of transparency between trading partners within these networks present ample opportunities for criminals to smuggle fake items into circulation that could be indistinguishable from the genuine product; this makes identifying and removing counterfeit products a complex and arduous task. Many counterfeit products are hard to spot from a physical inspection alone, requiring more advanced tools. One of these, product digitisation, is particularly promising. At its core, product digitisation entails the application of a unique digital identity to into a carrier such as a QR code, digital watermark or NFC tag. This identity is matched with a cloud-based digital representation of the physical product, infrastructure in place, algorithms and machine learning can be used to However, a question remains: who is best positioned to apply these tools? What if we could make these tools available to the workers who handle products in transit, e.g., in the supply chain and
the digital identity is applied to the secondary packaging, for instance the corrugated shipper that contains one or several dozen consumer product items. advantages:
employees and partners who can be held responsible for using the tools;
proxy for the authenticity of dozens of product items, making the system more into even more robust anti-counterfeit technologies.
Counterfeiting exists on such a massive global scale that it seems a daunting problem to approach. Even so, we must continually remind ourselves that the cost of such activity is measured not only in terms of lost revenue, but in consumer safety and brand equity, as well. As businesses continue to battle to
living and running a business increases how global supply chains are impacting put the tools at our disposal to use and of business.
CONTACT:
Digirmarc
www.digimarc.com
automationmagazine.co.uk
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