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InnovationApril 25, 20265 min

Brand Protection 2.0: Authentication Markers and Circular Packaging Claims

Authentication markers can help protect brands, but they also affect recycling and end-of-life claims. What to check before specifying them.

Reviewed by MUGE Packaging Technical Review Team

Authentication and circular claims have to agree

Counterfeiting is a risk for premium brands, and circular packaging claims add a second question: can the verified origin and the end-of-life statement both be supported for the same pack?

If an authentication marker is added to the board, review:

  • what the marker is made of and how it is applied or embedded;
  • whether it changes how the pack can be recycled, using the guidance in the EU rules on packaging reuse and recycling;
  • which app or reader is used to verify it, and who maintains it;
  • which documents cover the finished construction.

Compostability or biodegradability can only be claimed for a specific finished material, with a test report or certificate that covers it and the disposal system the buyer intends to use. MUGE PACKAGING does not make a compostable or biodegradable claim for its boxes, bags, tubes or inserts; ask for documents for the exact specification before you repeat any such claim.

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