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European packaging suffers from counterfeiting, and anti-counterfeiting technology is severely tested.

Recently, British Trade Standards officials seized 340 bottles of fake wine in a district 19 hotel. Among them, fake Jakas wine is sold in the store at the same price as real wine. However, just because of a spelling mistake, a small printed trademark, Australian red wine safety, is missing a letter, exposing its true face of imitation. Tax officials in Northern Ireland also found about 8 million counterfeit cigarettes worth about 2.4 million pounds in a commercial building in Amar. John, deputy director of HMRC investigation department? Whiting said: the packaging of goods is becoming more and more fake, and sometimes it is really difficult to identify and prevent counterfeit cigarettes.

The reason for the search is that the British government expects to introduce a new tobacco management policy this year, which may suggest retailers and tobacco companies to use ordinary packaging for anti-counterfeiting. However, some tobacco companies have suggested that ordinary anti-counterfeiting packaging may be easier to fake and more difficult to crack down on smuggling. The annual tax loss of fake tobacco in Britain is about 2 billion pounds.

In addition, the problem of counterfeit goods in Europe is also very serious. It is estimated that about 2.6 million counterfeit packaging materials were seized at European borders in 2009. Data from Brussels show that the number of counterfeit drugs entering the community is also increasing. At the same time, the data from the European Commission show that imitation packaging materials account for 2% of the total amount of counterfeit goods collected every year (1.1.80 billion euros), and about 1.3% of the total amount of counterfeit goods are seized.

It is worth noting that this year's EU annual counterfeiting report includes packaging material fraud for the first time. The data shows that the scale of commodity smuggling, EU counterfeit goods and packaging fraud is increasing. Cigarettes and tobacco products are the largest categories of intercepted counterfeit products, accounting for about 4 1 10,000 pieces, accounting for 35% of the total. Drugs are the third largest product category, with about 1 1.4 million pieces, accounting for 10% of the total.

The existing packaging anti-counterfeiting means are easy to be cracked.

For the packaging industry, the protection of packaging materials and brands is more and more important. Not only is there a serious counterfeiting problem in the product itself, but as the facade of a brand, anti-counterfeiting packaging and trademarks that show the highlights of product sales are also facing serious infringement and piracy problems. Pirates even forge international and regional safety signs, such as CE (European Union Safety Certification Mark) or TUV (German Safety Certification Mark), to create the illusion that products have been inspected and certified and deceive consumers.

However, there is little investment in brand protection at present. According to statistics, in 2008, the United States invested only $4.8 billion in brand protection, which was less than 1% compared with the piracy loss of about $650 billion that year. An important reason that affects brand protection is the lack of technical measures that can be widely used, safe, stable and low-cost.

Steve, special product manager of Heidelberg UK market? Kaiwei said: The field of anti-counterfeiting packaging needs a solution. As consumers gradually master the product anti-counterfeiting technology at the sales end, the pressure is gradually transmitted to the back end of the circulation chain. For printing service providers, brand protection is undoubtedly a value-added service in this link and should be continuously explored. Brand owners will realize this and look forward to future solutions. Steve. Kaiwei said that the existing technologies have certain effects in reducing piracy and quality control, but some of them are too easy to identify and imitate.

Steve. Kaiwei believes that brand protection should have different levels. First of all, the basic level of packaging anti-counterfeiting is trademark, anti-counterfeiting design, description, image, color and decoration; Followed by safety signs, alphanumeric codes, code reading decoders and professional crime prevention systems; Finally, DNA, chemistry, spectrum and password signature.

Label encryption simplifies user operation.

A few days ago, Heidelberg Company cooperated with brand advertising experts to develop a brand-new anti-counterfeiting technology for 1-Tag labels, which made some innovations in packaging anti-counterfeiting. 1-Tag technology adopts the most complicated encryption method, print on demand. Consumers can download the software for free with their mobile phones and scan the code to verify the authenticity of the products. There are about 4 billion mobile phone users in the world, so it is easier to prevent fakes.

According to reports, encryption codes can be embedded in all stages of packaging, from loading pallets and packing to the financial crisis of retailers, to product packaging and product production itself, this anti-counterfeiting technology can be applied. Of course, many methods of brand protection in the past will continue to be used in the field of brand protection, such as fluorescent ink, bright paint, special paint, coin active ink, micro-text, scraping surface, laser-induced ink, hidden image, hologram, radio frequency identification technology and so on. Heidelberg's technology lies in the multi-coating technology combining embossing and convex surface, which is suitable for specific markets. Heidelberg also cooperated with a German company to develop a low-cost solution that can be recognized by the decoder, and combined the hidden image and color resolution technology.

1-Tag tag is a combination of fingerprint and composite photo in a password, which appears in the form of random copper wire. 2D composite photo is cleverly embedded in copper wire, which can be used in the printing process of Linoprint high-speed inkjet system.

Consumers only need to download decoding software on their mobile phones to prevent counterfeiting. After scanning the code with their mobile phones, the software will display the authenticity and authentication information of anti-counterfeiting products on the screen, and give an alarm to fakes. It is a future direction to let consumers have the ability to distinguish the authenticity of products. The 1-Tag label is easy for consumers to use, and the brand can download the data of the label password, such as the complete introduction of the product, standard guarantee, production date, shelf life and sales place. Mastering product information content and product quantity is also to prevent product quality problems.