Brother International (Australia)


Brother Introduces Innovative New Holographic Security Label


Brother Introduces Innovative New Holographic Security Label

Sydney, Australia – 28th March 2014 -

Brother Industries. Ltd. has introduced an innovative holographic security label*1that gives customers the ability to identify genuine Brother consumables at the point of purchase - before they buy. The label is introduced for ink cartridges, toner cartridges and drum units for Brother Printers and All-in-Ones from April 2014 in Australia.

Along with the continued, aggressive legal action against counterfeiters, the new security label is critical to the Brother Group’s active approach to combating the availability of inferior counterfeit Brother consumables.

Until now, there was no practical method for customers to distinguish between high-quality, genuine Brother consumables and inferior, trademark-infringing counterfeits prior to their purchase. Consequently, some customers may have experienced poor product performance or outright product failure, likely caused by the counterfeit consumables they unwittingly bought.

In an effort to limit consumer exposure to low-quality counterfeit products, Brother has adopted a revolutionary holographic security label, developed by E.I.du Pont de Nemours & Company Inc., (Wilmington DE, USA, CEO: Ellen J. Kullman), as well as an all-new online authentication system.

Each security label has two holograms that provide definitive visual authentication, and the online authentication system allows users to verify the authenticity of the product in hand by scanning a Data Matrix code with a smartphone or entering the unique product identification number at The online authentication system features the additional functionality of empowering consumers to report suspicious or counterfeit products directly to Brother Group, resulting in quick action to eliminate counterfeit products from the market.

Brother is pleased to leverage this authentication technology to instill customers with confidence that they are purchasing high-quality, reliable, genuine Brother consumables. Customers gain true peace of mind from immediate, on-site authentication, while Brother gains the ability to move swiftly to address suspected cases of counterfeit sales and distribution.*2

*1:a holographic security label image

*2: applies in countries except Japan

About Brother International (Aust) Pty Ltd:

With over 100 years in operation, Brother International is a leading global manufacturer of laser printers, label printers, Multi-Function Centres®, fax machines, P-touch electronic labellers, typewriters and sewing machines. A specialist in its product lines, Brother combines customer satisfaction and comprehensive measures for environmental conservation, to manufacture innovative, reliable and practical products to enhance the consumer's lifestyle.

Brother Australia is a wholly owned subsidiary of Brother Industries, which was founded in 1908 in Japan. Brother Australia was established in 1977, with a head office located in Sydney and State offices located in Adelaide, Brisbane, Melbourne and Perth.

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Media Contact:

Renato Catalan and Amy Gao

Gap Marketing and Management Pty Ltd

02 9264 0701