LOS ANGELES – Planning for this year’s Olympics took on a new and unusual strategy. While preparation well in advance is a matter of course for officials and athletes, the marketing of souvenirs and memorabilia became part of this Olympics’ vast preparation process.
Counterfeiting of these items has paralleled the problem that exists in many businesses. In 1996 the Committee decided to use a patented technology developed by DNA Technologies, Inc. of Los Angeles to mark all official merchandise with an ink matrix containing unique DNA segments and a tag that can be instantly identified with an optical scanner.
The DNA ink is placed either directly on the goods or on an attached tag. If the product is suspect, it can be scanned on the spot by authorities. Should a further check be necessary to confirm the DNA the product is sent to the company’s laboratory for analysis.
Unlike holograms that can be copied, the DNA ink matrix is virtually counterfeit proof, said Chris Outwater, CEO of DNA Technologies, because DNA, which contains a person’s genetic code, is extremely complex.
“Making the DNA tag is very straight forward, and only a small fragment is needed,” Mr. Outwater said, “to give us the ability to stop the counterfeiter or anyone with an ulterior motive.” There was one in a trillion chance that a DNA tag could be duplicated because each DNA strand is extremely complex. Knowing the identity of the person from whom the DNA sample had been taken would not help as the counterfeiter would still have to determine what part of the DNA had been used to make up the tag.
Mr. Outwater gave this analogy: “Say you’re standing in front of the New York Public Library and you confront a counterfeiter looking for a clue. You say: “I’ve taken one sentence from one book in that library. Now you find it.”
Why go to so much effort? The sale of official merchandise at the Sydney Olympics is estimated to reach $36 million. The U.S. Customs Service estimates that counterfeit products cost the United States economy about $20 billion annually.
DNA Technologies has made security tags for more than just the Olympics. DNA tags have been used to mark the Mark McGuire 70th homerun ball, Sammy Sosa, SuperBowl XXXIV and artists such as Thomas Kinkade, Christian Lassen, Warner Bros. Studios and major clothing manufacturer.
“As more companies turn to the Internet to sell consumer merchandise there will be a greater push for anti-counterfeiting measures like DNA tagging,” Mr. Outwater said. “With DNA tags,” he contended, “you’re going to be assured that the product you bought is authentic.”
Regarding the future, Mr. Outwater responded: “Improving our technology and strengthening our ability to accommodate potential new customers in ever increasing markets is the critical focus of our overall R&D effort.”
