Inkjet & Digital Printing

Brother(TM) introduces innovative new holographic security label, giving customers multiple ways to verify the authenticity of Brother consumables prior to purchase.

Tuesday 01. October 2013 - Brother International Corporation has introduced an innovative holographic security label that gives customers the ability to identify genuine Brother consumables at the point of purchase - before they buy. The label will begin appearing in October 2013 on packaging for ink cartridges, toner cartridges and drum units for Brother Printers and All-in-Ones.

Along with the continued, aggressive legal action against counterfeiters, the new security label is critical to the Brother Group’s active approach to combating the availability of inferior counterfeit Brother consumables.
Until now, there was no practical method for customers to distinguish between high-quality, genuine Brother consumables and inferior, trademark-infringing counterfeits prior to their purchase. Consequently, some customers may have experienced poor product performance or outright product failure, likely caused by the counterfeit consumables they unwittingly bought.
In an effort to limit consumer exposure to low-quality counterfeit products, Brother has adopted a revolutionary holographic security label, developed by E.I.du Pont de Nemours & Company Inc., (Wilmington DE, USA, CEO: Ellen J. Kullman), as well as an all-new online authentication system.
Each security label has two holograms that provide definitive visual authentication, and the online authentication system allows users to verify the authenticity of the product in hand by scanning a Data Matrix code with a smartphone or entering the unique product identification number at www.brother.com/id/. The online authentication system features the additional functionality of empowering consumers to report suspicious or counterfeit products directly to Brother Group, resulting in quick action to eliminate counterfeit products from the market.
“Brother is pleased to leverage this authentication technology to instill customers with confidence that they are purchasing high-quality, reliable, genuine Brother consumables,” said Mr. Tadashi Ishiguro, President of Brother International Corporation. “Customers gain true peace of mind from immediate, on-site authentication, while Brother gains the ability to move swiftly to address suspected cases of counterfeit sales and distribution.(” )