A number of new ink-based, covert (non-visible) security technologies that help protect against counterfeiting and diversion have been added to Avery Dennison's ComfortTag heat transfers.

The technologies, which are used in apparel, footwear and linens, even include an option that loads security ink with a DNA component.

The covert technology was introduced in support of a growing trend among brand owners to migrate from woven and printed labels to tagless labelling, a category that includes heat transfers.

It complements overt security techniques, such as microline coding, which entails the application of codes in microscopic print.

Brand owners can identify their merchandise with ComfortTag heat transfers, use a combination of overt and covert securities, or periodically switch from one security technology to another.

"Loss prevention experts advise switching security technologies or changing the location of security devices at least once every year to help thwart counterfeiting," explains Sharon Dalton, product marketing manager for Avery Dennison Retail Information Services.

The new ink-based security technologies, including the DNA option, can be deployed with hang tags, woven labels, printed fabric labels and most other conventional labels.