Holograms overlooked for security

General secretary designate of the International Hologram Manufacturers’ Association (IHMA) Dr Mark Deakes explained that the use of holograms as an anti-counterfeit measure was always a response to a real – or perceived – threat to the brand.

“There has to be enough of a problem to justify investing in holograms, for example, a drop in revenue,”​ said Deakes.

But there were now many more options, he added: “There are new origination techniques, such as electron beam technology, nano-text, laser-verifiable features and demetallisation technologies (which selectively remove parts of the hologram). These are enormously difficult to counterfeit, and can be integrated into the overall design.”​

Critical ​

In critical applications, an overt security feature such as a hologram can be combined with covert systems (such as elements only visible under ultraviolet light) and even forensic checks, which need to be performed in a lab.

Unlike some other countries, the UK does not require holograms to be an integral part of a tax stamp to demonstrate payment of excise duty. “Use of holograms is not always mandated by government,” ​says Deakes. “But where the brand has been attacked, the brand-owner tends to do something about it.”​

Solutions include DuPont Authentication’s Izon anti-counterfeit technology. Global business manager Peter Waker said: “It protects high-end brands in the wine and spirits industry such as Macallan Scotch, and can be used with high-value food items, such as baby formula and nutritional supplements.”​

Izon is a 3D holographic security system, which embeds an image in a label and allows consumers to see it from four different angles for a visible authenticity check.

DuPont recently added the Izon sleeve, which enables holographic security features to be embedded directly into an existing shrink sleeve, eliminating the cost of creating and applying a separate authentication label.

Greater awareness ​

Greater awareness of food fraud meant that consumers were looking for higher levels of reassurance about the authenticity of a food or brand, said Deakes at the IHMA. “For example, by combining a hologram with a 2D barcode, a brand-owner can alert consumers as to what they should be looking out for,”​ he added.

Elsewhere, holograms have been used where the net value of the product may not be especially high, but where authenticity and provenance are especially important – as with certified Kosher and Halal foods.

One of the barriers to greater uptake of holograms may be the relatively low production volumes.