Brand protection is in its infancy but Security Printing is a growth opportunity for Package Printers

By Chris Mc Loone

Piracy protection for folding cartons

Every year around the world, product privacy costs companies around $300 billion. How can folding cartons containing valuable products or pharmaceuticals be protected against product piracy? There are many different options, from the use of special fibers to the application of nanoparticles.

In partnership with Saueressig Security International (SSI), Heidelberg has developed numerous security solutions to protect folding cartons against piracy. Hidden images are one option already established on the market. Examples include images that can be made visible only with the help of a special optical decoder, revealing whether an expensive branded product is genuine or a fake.

The same technology also protects the product itself with a hidden image on the product label. This not only enables both the end product and its packaging to be reliably checked for authenticity, but also makes life difficult for counterfeiters. In advanced applications, a hidden image can even be printed with special coatings or pearlescent inks, adding another layer of security. Other covert techniques include the use of special screenings with a special dot form, in addition to different types of inks, varnishes, or coatings that are only visible under unique viewing or lighting circumstances, such as black (UV) light.

Eventually, it may also be possible to combine embossed and printed hidden images in a single pass. This will create security features that counterfeiters will find impossible or prohibitively expensive to reproduce. Examples include hidden images embossed into protective coatings and a combination of decorative and security embossing. The approach adopted by Heidelberg is to apply as many of the security features as possible in-line.

The decoders—normally transparent, plastic, wallet-sized cards based on the principle of lenticular lenses or light-emitting devices—are matched to the frequency of the hidden image. The selected screen of the security image determines the frequency of the decoder. Depending on the technology employed, such decoders are inexpensive to produce, as well as easy to carry and use.

The pharmaceuticals industry, in particular, faces the challenge of having to include an ever-increasing amount of information and security features on folding cartons or blister packs. Heidelberg is currently developing such a solution under the name Linoprotect.

The security technology is based on two key components: a pattern randomly generated from copper threads and a related data matrix code printed onto the packaging next to the label using a digital Linoprint drop-on-demand inkjet system. The combination of the two components on the actual product or its packaging helps ensure protection against counterfeiting. A software package specifically developed for this technology allows the authenticity of the labeled products to be verified using a cell phone camera, PDA, or scanner.

The development of new security elements remains a constant challenge for the future. There is competition among a number of different technologies—special hologram-like systems, nanotaggents similar to DNA, and combinations of the two with established security inks or paper. Depending on how chip prices develop, RFID may also play an important role in protecting packaging against counterfeiting. Ultimately, users will decide which system offers the most effective protection.

If you're a package printer, you need to be keeping an eye on brand protection technologies. Slowly but surely, brand owners are realizing how important protecting their brands has become. Some discover this after they've suffered loss of revenue after a counterfeiter compromises the integrity of the brand. Others have taken more proactive approaches. Whatever route the brand owner follows to securing its brand, package printers will be a big part of the brand's protection strategy.

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