A Powerful Duo — Lasers and Digital Watermarks Protecting Brands and Consumers from the Risk of Mislabeled Products

Counterfeit products are a staggering issue in the United States. According to Buy Safe America, it’s estimated that 21 types of products account for 60% of all the contraband goods that enter the United States. These illegitimate imports cost domestic retailers nearly $54.1 billion in sales. Counterfeit goods impact a variety of industries, while affecting both consumers and the economy. Beyond the economic toll, fake and mislabeled products—car parts, electronics, toys, and more—pose safety risks to consumers worldwide.

What is a Digital Watermark?

A digital watermark embeds information within digital assets like images, audio, video, and documents. This embedded information typically includes a unique identifier that conveys details about the asset's origin, authenticity, and copyright status. Digital watermarks are designed to be seamlessly integrated into the content, making them difficult to remove or separate from the original asset. For consumers, customs agents, and brand inspectors, it is a powerful way to detect counterfeit materials and to verify product authenticity.

But did you know digital watermarks can be created with lasers?

The Power of Digital Lasers

Lasers can penetrate any surface, including plastic, steel, paper, and cardboard. A laser interacts differently, depending on the surface. Each type of laser etched binary digital watermark can be read with the Digimarc Discover app as well as with any Digimarc-enabled scanner. (It reads both red and white light scanners.)

Three Types of Digital Laser Watermarks

Laser Marking

Laser marking is a precise technique that uses a focused laser beam to discolor or modify the surface of a material, often for creating permanent marks like logos, barcodes, or serial numbers. This process creates high-contrast, permanent markings directly on the surface by altering its color or texture, rather than adding or removing material or ink.

This technique alters the surface of a selected material. The effects of the laser—such as discoloration, engraving, or material removal—depend on factors like the laser's wavelength, pulse duration, and intensity. Laser marking is commonly used for quality assurance, brand protection, and traceability.

In this video, the laser alters the plastic’s molecular structure with heat not by removing or depositing any material. No white ink was applied; the white appearance comes from the plastic itself. This process is well-suited for glass and many other materials because it does not compromise the structural integrity of the material while delivering an aesthetically clean and professional finish. Video credit: Laser ISSE

Laser Etching

Laser etching is a process where a laser beam alters the material’s surface by melting or vaporizing the top layer, creating permanent marks like logos or serial numbers for traceability and brand protection.

During laser etching, the laser interacts with the surface of the material, altering its texture or color without damaging the item. The etching can be designed to include details like a logo, serial number, or other identifying information that serves as a digital watermark. Because the mark is embedded into the material itself, it is difficult to remove or replicate, enhancing security and helping to ensure brand integrity. This technique is often employed in industries where traceability and brand protection are critical, such as in luxury goods, pharmaceuticals, manufacturing, and electronics.

In this video, on the right side of the stainless steel covered with titanium, a template was used to precisely etch the Digimarc logo. The left side demonstrates a more intricate process where the image is separated into finer details, showing the laser’s ability to create sharp, high-resolution designs on complex surfaces. Video credit: Laser ISSE

Laser Engraving

Laser engraving is a process where a laser beam removes material from the surface to create deep, durable marks such as text, logos, or patterns, making them highly resistant to wear and tampering.

Unlike laser marking, which may only change the surface color, laser engraving removes material to create a deeper impression, ensuring the watermark is highly resistant to wear and tampering. In this technique, the material’s surface melts and bubbles the surface. However, the material is not removed while the surface is altered. This makes laser etching an effective method for adding digital watermarks to various items, such as jewelry, electronics, and tools, enhancing brand protection and traceability.

In this video, a 50W fiber laser marking machine was used to heat the brass token and vaporize a tiny amount of material to produce a permanent, high-contrast design. The result is a sharp and durable engraving, ideal for decorative or functional purposes. Video credit: Laser ISSE

These examples can be tested using Digimarc Discover. Download from the Apple App store or Google Play Apps.

Advantages of Laser-Etched Digital Watermarks

• Versatility: Unlike traditional barcodes or QR codes, which are limited in shape and size, laser etching allows for intricate designs that can be integrated seamlessly into product aesthetics. This flexibility enables brands to maintain their visual identity while enhancing security.
• No Consumables Required: Laser etching eliminates the need for consumables like ink, reducing ongoing costs and maintenance.
• Durability in Harsh Environments: Laser etchings are resilient, capable of withstanding extreme conditions, and can be read even through protective coatings in the final manufacturing process.
• Cost-Effectiveness: Laser etching does not require consumables like ink, reducing operational costs. Additionally, the ability to etch directly onto products eliminates the need for separate labeling processes, streamlining production.
• Real-Time Tracking: Laser-etched digital watermarks can facilitate real-time tracking and verification of products through supply chains. This transparency not only helps in managing inventory but also allows consumers to verify authenticity, enhancing their confidence in the product.
• Consumer Awareness: As consumers become more aware of counterfeit products, the ability to verify authenticity through laser-etched watermarks empowers them to make informed purchasing decisions, thereby fostering loyalty to trustworthy brands.

Transforming Industries

This innovative advancement in the application of digital watermarks is revolutionizing product authentication and brand protection across various sectors, from luxury goods to automotive, by offering secure, efficient, and versatile ways to protect intellectual property and enhance product integrity while safeguarding brands and their consumers.

Want to learn more about laser etched digital watermarks? Click here.