Counteracting Counterfeiting

Product counterfeiting is a huge problem, costing manufacturers an estimated $450 billion each year, yet pursuing criminal charges against counterfeiters is tough. Many European and North American companies off-shore their manufacturing operations...

“These new label stocks will allow genuine brand owners to regain control of their brands and stop brand-equity erosion resulting from counterfeiting,” said Lynn Crutchfield, Acucote executive vice president. “In the future, we can expect to see customs agents using Creo readers to find authentic labels produced from Acucote’s materials on everything from high-value luxury goods to inexpensive consumer products.”

Security First
According to Creo, these label stocks provide non-breachable product authentication when used to produce a specific number of authentic labels by trusted label suppliers in the country where the brand company resides. Crutchfield said the label converter (his company’s customer) must consent to abide by strict policies and procedures in order to maintain the security of the stock: “The customer has to agree to adhere to an acceptable procedure to account for waste, scrap and overrun.”

Acucote fiercely protects information regarding the use of the taggant-coded labels, to the point that the company will not disclose the name of any end-users, or even the type of manufacturers using the labels. “Every agreement we enter into with a customer is done strictly under non-disclosure. The basic premise is that these types of solutions must be kept strictly confidential. The more people who know what’s going on, the less secure the process becomes,” Crutchfield said.

Return on Investment
In addition to the security element, part of the reason that companies such as Acucote are so tight-lipped may be that there just aren’t that many manufacturers who are in the taggant game yet. The taggant technology is approximately three years old, but it has been commercially available for only about a year.

Another reason that asset tagging companies keep data under wraps may be that fact that it is difficult to demonstrate a clear return on investment. In other words, what is counterfeiting costing the manufacturer, what will the tagging cost, and how much will asset tagging help the manufacturer save?

“That’s the $64,000 question,” Crutchfield said. “The industry is struggling to come up with an ROI model.”

The problem is more complex than just plugging numbers into a spreadsheet, Crutchfield pointed out. “The manufacturer knows the size and scope of counterfeit losses, but how much is brand-integrity erosion really costing the company? How much less will it cost the company to locate counterfeit merchandise once asset tagging is incorporated? These are some of the variables that make this question difficult to answer.”

To help formulate some answers, Creo requires periodic reviews of the program from the brand owners. “If they won’t comply, we won’t get involved because we can’t be effective long-term if we don’t get input as we go along,” Crutchfield said.

Liz MartA­nez is a leading security expert and the author of The Retail Manager’s Guide to Crime and Loss Prevention: Protecting Your Business from Theft, Fraud and Violence (2004, Looseleaf Law Publications). She is a member of ASIS International and is an instructor at Interboro Institute in New York City, a two-year college with a Security Management degree program. She is delivering a paper on Business Continuity in the Retail Sector at the CPM East conference in Orlando in November. Ms. Martinez can be reached through her Web site at