When you buy counterfeit goods, you support child labor, you support drug trafficking, and you cost your city $1 billion in lost tax revenue, blared the iconic Kodak Jumbotron in New York's Times Square this summer. It was a sign that Eastman Kodak was bringing a proactive, in-your-face attitude to its entry into the anticounterfeiting market, a field where business is usually conducted in whispers. Kodak's Traceless technology is a clever attempt to remedy those woes, relying on Kodak's roots as a photography company. Kodak is an accidental innovator in the world of fighting fakes. The Traceless technology uses an odorless, colorless, virtually invisible powder infused into the ink. Kodak's proprietary reader is the only device that can read the marker, and the company keeps tight control over its readers and materials, delivering only the amount of marker needed for any production run.