The first victims of counterfeiting are businesses:

• Loss of market share;

• Writing off R&D effort, innovation, advertising;

• Damage to brand image.

… But it is also harmful to consumers. They are the first to take risks when buying products which do not meet safety standards.

A genuinely effective idea

The EstCeAuthentique (literally, IsItGenuine) project was instigated by GS1 France, Advanced Track & Trace (ATT) and Seres. It is headed by GS1 France. After the current initialisation and demonstration phase, the project will be opened to the rest of the industry. Other than GS1, those contributing to the current initialisation and demonstration phase are:

• Advanced Track & Trace: Brand protection using digitized security measures

• GS1: The GS1 standards system: the language of international trade

• Hologram Industries: Innovative optical security solutions

• The French Traceability Centre (Pôle Traçabilité): partnering businesses and organisations on traceability issues

• Prooftag: Highly secure solutions using randomly generated methods to protect trademarks and keep documents secure

• Seres: Electronic interchanges for business: EDI, invoices, product catalogues

Trademarks under high surveillance

The anti-counterfeiting platform provides authentication verification and product identification solutions for use by checking and inspection bodies (police, customs, e-commerce websites, retailers, etc.) and trademark-owning companies.
Our platform is based on a highly-secure infrastructure which also authenticates the checking and inspection bodies.

Technology leaving nothing to chance

Using this contact platform, a sequence of checks is possible on the basis of the company code (GEPIR directory of member companies of the various GS1 systems worldwide), product reference number, serial number, etc.
The use of product identification technology (1D and 2D barcodes, radio-frequency tags, etc.) also enables a certain amount of data to be obtained on traceability, the origins and history of a product (detection of duplicate products, incorrect serial numbers, checking of defective batches, etc.).

You are bound to like:

• The speed and ease with which the service can be accessed and used

• The use of international standards

• Data confidentiality owing to its secure infrastructure

• Data reliability.