MILPITAS, CA--(Marketwire - Jan 18, 2012) - JDSU (NASDAQ: JDSU) (TSX: JDU) today launched a new segment for its Different View campaign on that discusses the growing problem of counterfeiting in the pharmaceutical industry and the authentication solutions that JDSU provides to help curb this illegal activity.

Counterfeiting, or the distribution of imitation goods with the intent to defraud a consumer, and diversion, or the unlawful distribution of products to an unauthorized marketplace or channel, are big issues for the pharmaceutical industry. The World Health Organization estimates that nearly double the amount of counterfeit drugs were sold in 2010 compared to 2005.

The main reasons that counterfeiters are drawn to the pharmaceutical industry is the low amount of investment required to create a fake drug and the ability to create what looks like a legitimate store front on the Internet.

While the safety and health of consumers is of largest concern, counterfeit products also prevent pharmaceutical companies from achieving intended revenue or profits that could be invested into future research while also eroding their brand loyalty with consumers.

"JDSU has been providing authentication solutions for over two decades, helping to protect many of the products people use every day including pharmaceuticals, high value documents, government ID, and consumer electronics," said Greg Miller, vice president and general manager of Authentication Solutions at JDSU. "We work collaboratively with the pharmaceutical industry to design solutions that include a combination of our authentication technologies to help them stay one step ahead of the counterfeiters."

The campaign highlights a variety of sophisticated authentication technology from JDSU that helps protect the pharmaceutical industry. Solutions include:

  • Overt technology - Solutions that are easy for consumers to identify but difficult for counterfeiters to replicate. A unique solution from JDSU is Transparent Phantom, which provides multiple layers of visual effects that can be printed on product labels or tamper evident seals. It provides two distinct viewing angles using shifting holographic imagery, colors, or other graphics to make it easy for consumers to identify a product.

  • Covert technology - Solutions that are not visible to the human eye but that can be incorporated and tracked in products such as pharmaceuticals. Charms™ is a micro taggant provided by JDSU that provides visual information at the sub micron level that can be authenticated by an inspector or brand owner using a hand held microscope. JDSU is the only vendor that provides covert technology that contains visual information at this level.

  • Digital authentication - Solutions that provide actionable intelligence to brand owners through electronic means so that they can pinpoint unauthorized sellers on the Internet, track and trace products through the distribution chain, and remotely authenticate a product anywhere, anytime by scanning a product label with a smart phone or by entering a code into a computer.

To learn more about JDSU Authentication Solutions, please visit

About JDSU
JDSU (NASDAQ: JDSU) (TSX: JDU) innovates and markets diverse technologies that enhance the way people experience the world every day. We enable fast, high-quality communications, secure financial transactions, reliable consumer electronics, green energy, differentiated brands and a host of other solutions. We provide these solutions through three business segments: Communications Test and Measurement, Communications and Commercial Optical Products, and Advanced Optical Technologies. To learn more about JDSU, please visit and Follow us on JDSU Perspectives, Twitter, Facebook and YouTube.