No To Fakes to augment anti-counterfeiting service for brand owners
28 Nov '07
4 min read
"Moreover, many experts accept that security is achieved with layers of different features, and so this web-based platform will help brand owners understand alternatives they could also adopt and some of the industry best practices currently in place.
An essential part of any anti-counterfeiting campaign is to make sure that the public know about the initiative and what to do when they suspect a product. We hope this web-based platform will act as a one-stop portal for communication between consumers and brand owners.”
Brand owners are always careful about two issues. One is to only disseminate certain information relating to the product security features that they use.
There needs to be a careful balance between giving too much away to the counterfeiters, but yet providing enough information to the prospective purchaser. An innovative feature of the No To Fakes site is that brand owners can create a feedback form for their customers to upload details of suspect products.
This can include instructions for them to take photographs ofspecific parts of the product. The brand owner's own customer service team can then analyse the photographs without giving away what they will be looking for.
The second area that brand owners are sometimes cautious about is that of admitting that they face a problem. Despite this, some take a very proactive stance and provide details in the press, at trade shows, and within product instruction manuals.
Speaking at an intellectual property seminar in Singapore, Dr Burden explained that “Our experience has shown that having a group of different brand owners all talking about the same issues on a common platform creates a community spirit and a feeling of 'safety in numbers'.
This is a very positive side of the initiative that we are launching.” No To Fakes was simultaneously launched by Singular ID Italia at an anti-counterfeiting technology conference held in Milan.
marketing@alchempro.com
