person scanning qr code on mobile phone

Using GPAS to Protect Your Brand Against Commercial Counterfeiting and Diversion

May 14, 2019 |

The global market for counterfeiting is worth over 1 trillion dollars, and its problems are pervasive. In response, businesses have begun implementing a number of strategies to combat counterfeiting and diversion. Among them is the implementation of authentication and tracking technologies such as GPAS.

What is GPAS?

The Global Product Authentication Service (GPAS) is an innovative and comprehensive cloud-based brand protection, track-and-trace consumer engagement service that addresses challenges relating to product counterfeiting and diversion.

GPAS was created in 2009 by HP, which sells millions of ink cartridges globally each year. “We’ve seen efforts to counterfeit HP cartridges increase significantly in the last 10 years,” said David Kellar, brand protection engineer for HP Inkjet and Printing Solutions. “And while we made progress against counterfeiters using solutions like hologram labels, it wasn’t until we combined the cloud and mobile technology that we really got ahead of the issue.”

What does GPAS do?

GPAS integrates digital authentication and tracking technologies into product packaging using cryptographically secure codes such as QR Codes and Data Matrix Codes. With its numeric code encryption engine, GPAS creates huge batches of numeric codes that gives businesses the ability to uniquely identify and track individual products. Moreover, customers can scan a product’s code using their smartphone to report and gain instant verification of a product’s authenticity.

Key features of GPAS include:

  • Serialization of finished goods
  • Overt/covert copy protection mechanisms
  • Full supply chain traceability and visibility
  • Ease of Implementation
  • Security and monitoring
  • Consumer engagement intelligence
  • Business Intelligence
  • Business Analytics (aaS)
  • Supply Chain Blockchain
  • IoT (Internet of Things)

What capabilities does GPAS provide?

GPAS maps the journey of a product across its shipments, changes of custody, and other traceability events from B2B and B2C. The GPAS Web Portal shows what products are being counterfeited and the regions where it’s occurring.

Real time analytics from GPAS include:

  • Locations of valid security label authentications
  • Locations of invalid security label authentications
  • Locations of potential counterfeiting
  • Products at risk of counterfeiting

This data can then be used to create actionable activity alerts and business rules to monitor and prevent illicit supply chain activity.

Authenticate Your Products with Lofton

If you’re worried about the lost revenue or eroded brand value caused by product counterfeiting or grey-market diversion, digital tracking and security tools should be a part of your anti-counterfeiting efforts. Lofton Label & Packaging is the only label and packaging provider in the Upper Midwest to offer GPAS – contact us today to start developing your custom security solution.

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