Product Authentication

Enhance and protect brand image by adoption of anti counterfeit technology

Counterfeits are a real headache for brand owners. Some fake products even bear a striking resemblance or a similar brand name to the authentic goods and make it hard for consumers to differentiate between them. At the same time, counterfeiters are also taking huge advantage of the online eco-system to expand their business. In order to help the industry implementing anti counterfeit policy, GS1 HK has come up with the latest anti counterfeit and tracking solution to ensure the authenticity of brand products and increase consumer confidence. 

Adoption of technology can help the brand in achieving multiple purposes including anti counterfeit, capturing of customers’ data and product tracking/tracing. The International Chamber of Commerce (ICC) estimates that counterfeiting accounts for an estimated $600 billion a year1 and expects the value of counterfeit goods globally to exceed USD 1.7 trillion by 2015, that’s over 2 % of the world’s total current economic output2: one in six products sold online is identified as counterfeit3.

According to the Office of the US Trade Representative, the volume of pirated and counterfeit hard goods sold online will soon surpass that of goods sold by street vendors and in other physical markets4.

  • One out of four Facebook advertisements for cut-price luxury goods such as Louis Vuitton handbags and Ray-Ban Aviator sunglasses link to websites selling counterfeit items, according to findings by two independent cyber security researchers5.
  • In the EU, nearly 70% of customs interventions focus on packages shipped by express mail or post6 and 30% of all counterfeit seizures are linked to Internet distribution channels7.
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Case Study

Hang Cheong Loong (H.C.L.)

Established for more than 40 years, Hang Cheong Loong (H.C.L.) places consumer health and safety as its top priority. H.C.L. is determined to take a proactive approach to safeguard the health of customers, boost consumer trust and protect the brand image.

Upon the advice of GS1 Hong Kong, H.C.L. decided to adopt the “REAL Visibility” solution on its hot seller item and join the e-Marketplace programme. REAL Visibility is an innovative solution that offers consumer instant product authentication and traceability, while empowering brand owners with real-time visibility. The solution seamlessly combines barcode, patented cryptographic technology, ezTRACK™ - the global traceability platform, and internet applications that offer consumer analytics and insight. The barcode printing files with hidden encryption pattern were issued to H.C.L., for printing on the product packaging. Shoppers can simply use the mobile app to authenticate the barcode printed on the package. If the product barcode cannot pass the authentication, it could possibly be a counterfeit and the result would be transmitted back to the owner, so that response plan like anti-counterfeiting action or more brand education can be taken accordingly. Without the need to adjust the retail POS checkout system, the solution is easy to implement, cost effective and highly secure. H.C.L. also listed their products on GS1 Hong Kong’s e-Marketplace platform on Taobao and JD.com, the Mainland platforms that offer distinctly two major advantages: trusted products and brand reputation. H.C.L. enjoys not only the additional sales channel, but also promotes consumer confidence on the brand.

By making use of the REAL Visibility solution and trusted e-Marketplace, H.C.L. is able to:

  • Enhance consumer confidence by allowing them to verify product authenticity;
  • Demonstrate H.C.L.’s commitment to the safeguard of consumers’ health;
  • Extend its reach to Mainland Chinese consumers on e-Marketplace, assuring the products are sold by brand owners / authorized retailers.
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Related Information

GS1 Hong Kong Barcode

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HK Trusted Product

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Consumer Caring Scheme

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