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January 6, 2006 5:36 PM PST

Pfizer fights fake Viagra with RFID
===================================
By Alorie Gilbert
Staff Writer, CNET News

39 comments
 

Related Stories
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February 18, 2004
Viagra may help many couples heat up the bedroom, but it has also
helped fuel a huge counterfeit market.

Pfizer, the maker of the world-famous love drug, is now fighting back
with technology. The company began on Dec. 15 to affix electronic
identification devices known as RFID tags to all U.S. shipments of
Viagra in an effort detect counterfeit pills, 5 million of which were
seized by authorities last year. RFID stands for radio frequency
identification and is an emerging security and inventory control
technology.
The move, which Pfizer claims is a first, was expected. The company
made its plans public over a year ago, but discussed new details on
Friday. Among them is that the company has equipped all bottles of
Viagra with RFID tags, along with cases and pallets used for shipment.
The company expects to "tag" all Viagra shipments within the U.S. this
year, totaling several million bottles, said Peggy Staver, director of
trade product integrity at Pfizer.

Viagra
"Viagra was selected for the RFID project because it has been a major
target for counterfeiters," Pfizer said in a statement.

The company plans to spend about $5 million on the project and has
tapped two tag companies. Tagsys, a French company, is supplying RFID
tags for bottles, while Alien Technology, of Morgan Hill, Calif., is
furnishing tags for cases and pallets.
Each tag contains a microchip that stores a unique serial code, known
as an Electronic Product Code, and an antenna for transmitting the
code wirelessly. Pharmacists and drug distributors can retrieve the
codes with a special reader and verify their authenticity by checking
a Pfizer database via the Web.

The devices offer several advantages over barcodes, Staver said. For
one, they are harder and more expensive to duplicate. Reading them is
also easier, because many tags can be scanned simultaneously without
much handling.
But there are drawbacks. The young technology is prone to failure.
It's also expensive. To read the tags, distributors and pharmacies
need RFID readers, which cost a few hundred dollars each. Few
distributors have purchased them, and Pfizer does not plan to pick up
the tab, Staver said.

The company hopes more of its partners will purchase the readers based
on recommendations from the U.S. Food and Drug Administration, which
is urging the drug industry to adopt the technology.
"We're hopeful that by doing this...it encourages others to look
further at the technology," Staver said.

Patient safety is another reason to do it, she said. Counterfeit
drugs, often manufactured abroad and smuggled into the country, can
contain dangerous substances. Boric acid, leaded paint and floor wax
have all been found in the illicit drugs, she said. However, Pfizer is
unaware of anyone ever being harmed by counterfeit Viagra, she added.
For Pfizer, there's clearly a financial incentive. The company loses
tens of millions of dollars to the counterfeit drug trade each year, a
Pfizer spokesman said. And highly profitable Viagra is Pfizer's most
frequently counterfeited product.

But the company should also take care to avoid a common pitfall of
RFID--outcries from privacy advocates. Many worry that consumers will
one day be enshrouded in a cloud of RFID signals produced by their
belongings, subjecting them to invasive monitoring and spying. And one
could hardly imagine a product consumers would want to guard more from
prying eyes than Viagra.
Pfizer said its RFID plans do not call for tracking patient
information of any kind. It also doesn't store any product or patient
information on the RFID tags, just the serial number. In addition, the
bottles that most patients take home from the pharmacy won't contain
RFID tags because most pharmacists usually transfer medicines from
manufacturers' bottles to generic amber bottles when dispensing the
pills.

On all bottles containing RFID tags, the company also puts a special
logo and the words, "This package contains a radio frequency device,"
in fine print, since you can't see the tags, which are paper-thin and
inserted under the bottles' labels.
Yet the company has allowed itself some wiggle room on this front,
declaring on its Web site, "We will communicate promptly any changes
to...our use of RFID technology as it affects consumer privacy."

Staver did not elaborate on what those changes might be.
See more CNET content tagged:
Pfizer Inc., Viagra, RFID, RFID tag, Do-Not-Call

Add a Comment (Log in or register) Showing 1 of 2 pages (39 Comments)
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