Counterfeit refilling and untaxed product put both brand reputation and consumer health at risk.
Implementation
Social media accounts, marketplace listings, digital advertising, domain names and app store records using the brand's name, logo or bottle images are monitored. Detections are documented with their date and content. Takedown requests are filed and followed to conclusion; whether removed content reappears is also monitored.
Alcoholic drinks carry a heavy tax burden, which creates a strong economic incentive for counterfeiting and illicit production. In Türkiye, alcoholic drinks produced domestically and imported are marked with a banderole or a code under the product tracking system operated by the Ministry of Treasury and Finance. That system is aimed at tax security; a brand owner's need to protect the authenticity of its own packaging, its distributor and dealer network and its products in export markets goes beyond it.
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Data
Share of sales lost by the distilled spirits sector in the EU because of counterfeits
Source: EUIPO, The economic cost of IPR infringement in spirits and wine, 2016Share of sales lost to counterfeiting in the EU wine sector, according to the same study
Source: EUIPO, The economic cost of IPR infringement in spirits and wine, 2016Annual public revenue lost to counterfeit drinks in the EU, of which €739 million is excise duty
Source: EUIPO, The economic cost of IPR infringement in spirits and wine, 2016Risks
The use of methanol in illicitly produced drinks can cause severe poisoning and death. When an adulterated product is sold in the bottle and label of a well-known brand, the first impact of the incident falls on that brand's reputation.
Original bottles collected after consumption can be filled with counterfeit contents and put back on the market. Because the bottle, label and cap are genuine, the product may be impossible to tell apart by eye.
The labels, boxes and gift packaging of well-known brands can be copied at high quality. The statutory banderole is aimed at tax security; a brand also needs to be able to prove the authenticity of its own packaging.
Products allocated to a particular country, region or duty-free channel can go on sale in other markets. This disrupts the pricing structure and distributor agreements.
Regulation
Published in the Official Gazette on 11 September 2020, the communiqué governs the application of a non-counterfeitable banderole to alcoholic drinks and of a code or coded label in lieu of a banderole to beer products, and their activation by transferring the information to the data centre. The system is aimed at tax security and requires production and import records to be kept in order.
Requires producers of alcoholic drinks to report banderole information and stock information for banderoled or coded products in the annexes to the SCT return in each declaration period. These reports make it compulsory to keep production and stock movements on record.
This section is for information only; official sources prevail for current obligations.
FAQ
No. The invisible signature is worked into the existing label and box design and printed on your existing line. The look of the bottle and the position of the banderole do not change.
The scan history of every bottle numbered at unit level is kept in the records. If the same code is scanned again, or in a different city, after sale, that points to the bottle possibly having been reused.
Yes. Restaurant and supermarket staff, dealers, consumers and auditors can verify with the mobile app installed on a smartphone. No special reader device is needed.
Other industries
Meeting request
The first meeting reviews your product, sales channels and the risks you face, and recommends a suitable method.
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