GS1 Australia presents the Authenticateit technology, a patent-pending ‘track-and-trace’ tool that enables businesses and consumers to work together to combat counterfeiting in retail or online environments.
Authenticateit is a Business Alliance Partner with GS1 Australia as part of the GS1 Alliance Partner Program, and has built its system to be fully compatible with GS1 global standards.
The front end of Authenticateit is a smartphone application that provides consumers with a free, easy way to check an item’s authenticity prior to purchase, increasing consumer confidence in brands that implement Authenticateit technology.
Authenticateit technology also empowers brands to track and trace their products throughout the supply chain, prevents unauthorised distribution and grey importing, and allows retailers to verify authenticity of goods received from their suppliers. Authenticateit enables brands to take immediate action to recall, bar, disable or neutralise unauthorised sales or imports.
In order to simplify implementation of Authenticateit by brands without the cost and hassle of adding additional identifiers, the GS1 Databar has been selected as the product identifier that doubles up as the product barcode to be used in the traditional way at point-of-sale and to be scanned by a consumer to verify authenticity.
Consumers and brand owners have already realised the benefits of Authenticateit and GS1 Databar technology and are actively using the product authentication system.
The Authenticateit smartphone app is now available to consumers for free download from the App Store and Google Play.