AlpVision brand protection to fight counterfeiting
AlpVision has forged its name as a solution provider for brand
protection and security printing and unveiled its latest innovation at
Creative Packaging in Paris.
The company says that its Cryptoglyph covert security solution can
now be identified by taking a picture with a mobile phone and then
sending it via a security server on any mobile phone network.
The security server can then identify whether or not the product is
genuine thanks to the fact that the Cryptoglyph technology is claimed
to be impossible to replicate.
The company says that, if detected, the embedded ciphered
information is decoded, instantly identifying the batch or serial
number of the product as well as other information contained in the
security data base.
The solution also provides instant detection of possible grey market
activity - which outlaws the possible import of good legitimately
produced overseas and then imported into another market beyond the
brand owner's traditional distribution channels.
The security server then reacts to the brands Crptoglyph labelling
by identifying the coding and then sending an SMS back to the camera
phone to confirm if the product is genuine or fake as well as
indicating possible fraudulent re-importation.
The technology was first developed to help field controllers
performing off the shelf inspection of pharmaceutical and cosmetics
products, and the company says that the solution may be extended and
given to end-consumers either for buying from retailer outlets or over
Cryptoglyph is said to be the only invisible brand protection
solution using standard visible ink and standard packaging production
lines and is currently being employed by millions of products and
documents on a global basis.
The counterfeiting of personal care products has proved a
particularly big threat to the industry in Western Europe where luxury
cosmetics and fragrances have been threatened by illegal counterfeit
imports from Eastern Europe and Asia.
According to the Commission's most up to date data a total of 100
million counterfeit goods were seized in 2003 with an estimated value
of €1 billion, compared to 85 million seized in 2002. Some 70 per cent
of these goods are estimated to have come from Asia.
Breaking this figure down, CDs and clothing were the largest
categories targeted by counterfeiters, whereas fragrances and cosmetics
accounted for nearly 1.1 million seizures.
In April of this year the European Commission announced that it had
adopted a new directive aimed at cracking down on the problem of
counterfeit goods in Western Europe. New laws now mean stricter
penalties that include up to four years in prison for individuals found
guilty of trafficking.