Developing anti-counterfeiting measures: The role of smart packaging.

ABSTRACT

Counterfeiting of food and beverage products is rife and premium brands are often targeted by fraudsters. Such is the case with Scotch whisky, a global, reputable brand revered for its heritage and tradition. Using Scotch whisky as a case study, the aim of this paper is to review existing literature and industry information to determine the market and personal consequences of counterfeiting activities and consider the packaging related anti-counterfeiting measures that can be employed within a wider anti-counterfeiting strategy. A typology of counterfeiting activities is developed including tear-down counterfeiting, product overruns, malicious activities and document counterfeiting. Anti-counterfeiting measures are used to deter, detect and control counterfeiting activities and different packaging related approaches include the use of smart covert and overt technology. Most smart packaging-related anti-counterfeit technologies are stand-alone systems and this presents a vulnerability. An integrated anti-counterfeiting measures strategy, employed by business, the supply chain and the government is required to reduce the risk of the sale of counterfeit food and beverage products.