Holograms

One of the most prominent security features of modern day packaging is holograms. Holograms are typically shiny and respond flamboyantly to tilt and rotation, with experts classifying them as diffractive optically variable devices (DOVIDs). Holographic technology has evolved significantly over the past six decades, benefiting from scientific breakthroughs such as the laser. However, as the cost and size of lasers diminish, the technology barrier that once secured genuine hologram manufacturers from counterfeiters is continually eroded.

With the advent of Internet-based sourcing and competitively-priced surface-relief holograms, all consumers, brand-aware manufacturers and pro-active regulators can no longer place their confidence in holograms. As Jeff Allen, a pioneer of holography simply put it: "Almost anyone can get a hologram printing machine now, often for less than $10,000, or simply order duplicates of a master hologram from dozens of hologram-making companies throughout the world.¹" The more expensive and less counterfeited Volume or Lippmann holograms do not often find large-scale applications on typical drugs available in the developing world.

Hologram innovators have begun adding creative forensic technologies to traditional holograms. In addition to the generic/"rainbow" variety, a myriad of options such as serialized, UV-signed, transparent, colormetric and RFID-integrated holograms are now available. Unfortunately, the large ongoing efforts in integrating both covert forensic and overt technology into holograms simply do not factor in the common-place low-literacy environments in developing nations - where the human toll of counterfeit medication is largest. While counterfeiters might not be able to duplicate all the variations of holograms with absolute fidelity, consumers often respond to the cursory overt kinetic properties and general design layout of a hologram. Typically, if the product responds with rainbow-looking radiance, a hologram (and the associated product) is deemed genuine. Such a falsely-placed sense of security empowers counterfeiters to expand their market with fake holograms.

MPedigree believes that holograms are not the solution to counterfeiting. In addition to stepped-up regulatory enforcement, the anti-counterfeit technology solution suitable for both developing and developed nations has to be electronic. In the developed world, Radio Frequency Identification Tags (RFID) are being pushed as the solution, even as the technology may not be mature enough for nation-wide electronic pedigree (ePedigree) applications. A developing nation needs simple and affordable technology: a lookup tag that can provide the most current pedigree information on the product of interest via well-known, mature text messaging GSM technology.