3 smartphone-enabled brand protection technologies

in Brand Protection on September 13, 2014

These consumer-empowering options for brand protection and anti-counterfeiting technologies that use smartphones to authenticate on-package labels were on display at Label Expo this week.


Avery Dennison demoed a brand protection application for a wine bottle label that pairs a smartphone-readable Quick Response (QR) code with a UV-activated FiberTracker. FiberTracker is defined as a “chaosmetric” security feature that uses a random dispersion of colored security fibers associated to a serialized 2D code to create a unique fingerprint for each label. This provides intrinsic authentication that is claimed as impossible to duplicate. The QR code app on the smartphone displays what the fiber pattern should look like if authentic. The technology made its way to the U.S. from Europe.


Denise Rael, sr. manager of marketing content, Thin Film Electronics, demoed a printed near-field communication (NFC) label inserted within the closure of a cosmetic container enabled using a “tap tap”-capable smartphone.  This same, impossible-to-duplicate interface capability can also be used to authenticate products, Rael said. Click here to read more about Thinfilm’s printed NFC technology.


Alexander Jordan, business development, Jordan Products, demoed the company’s variable Covert-ID technology that allows the user to compare the Quick Response (QR) code information with the variable alphanumeric data embedded within an optical thin film. Launched at Label Expo, Covert-ID has options for peel or no-residue scratch-off activation by the user to ensure the QR data matches the revealed code for authentication. The technology originated at 3M, where Alexander’s father Bob had been an employee.


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