Pharmaceutical Technology Europe - July 2010 - (Page 12)

Overt versus covert technologies Despite the development of covert security technologies, overt solutions are still very important when it comes to product security strategies. Some of the bigger advantages of overt technologies include the ability to involve the consumer in the authentication process, no need for additional verification devices and the ease with which overt technologies can be located and checked. These can all be invaluable for brand owners, although care needs to be taken when involving consumers because the inclusion of such technologies can give a false sense of security if technologies are easily replicated. There are many sophisticated overt technologies available that offer an extremely high level of security in terms of how difficult it is to copy them. However, many of the features are only known to trained personnel and require careful inspection, so it is not necessarily a case of improving the security of overt technologies, but more about improving the knowledge and awareness of their existence. Holograms, for example, are well known by the general public, but only a small number of a hologram’s features ever need to be copied, such as an element of image reflectance and shift, for most members of the general public to accept them as genuine. too has the awareness of counterfeiters, but whether they choose to try to copy these features is an entirely different matter because many counterfeiters are only interested in producing a product that is good enough to Richard Burhouse fool the consumer at the Payne Security point of purchase. One of the best ways of defending a product against counterfeiting is to not focus on The benefits of covert technologies any given technology exclusively, Covert technologies come into their but to combine technologies and own during product recall situations take a “sum is greater than its because they allow a brand owner to parts” approach. Covert features quickly and easily separate genuine help provide confidence in product from fake products. This can help stop rogue warranty claims, defend the integrity of products and identify weaknesses in the supply chain. As the use of covert technologies has become more widespread, however, so authentication, whilst overt technologies enable brand owners to actively engage consumers in their anti-counterfeiting strategy by offering instant authentication via visual inspection at the point of purchase. Combined, the technologies can ensure that supply chains are thoroughly protected. PTE Based on a contribution by Richard Burhouse, Business Development Manager at Payne Security. To read the full version of this article, go to www.pharmtech.com/burhouse www.payne-security.com 1 CONTENTS 8 EDIBLE MICROTAGS 3 OVERCOMING OBSTACLES 9 X-RAY ANALYSIS 4 EU LEGISLATION 11 RAMAN SPECTROSCOPY 6 DATA MATRIX CODES 14 TOP TECHNOLOGIES http://www.pharmtech.com/burhouse http://www.payne-security.com

Table of Contents for the Digital Edition of Pharmaceutical Technology Europe - July 2010

Pharmaceutical Technology Europe - July 2010
Can Pharma Keep Pace with the Counterfeiters?
Obstacles to Implementing an Effective Anti-Counterfeit Strategy: Can They Be Overcome?
EU Anti-Counterfeiting Legislation on its Way
You Can't Control What You Can't Measure
Data Matrix Barcodes: Points to Consider
Authenticating Drugs with Edible Microtags
The Power of X-Ray Analysis
NIR Chemical Imaging Could Hold Key Data
How Raman Spectroscopy is Benefitting Developing and Developed Countries
Overt Versus Convert Technologies
Serialisation is Here to Stay
Eight Latest Technologies Showcased

Pharmaceutical Technology Europe - July 2010