Securing a single piece gift card with ASDA.
2-step Activation Label on ASDA Gift Card
When it comes to high-volume retail schemes, gift card formats are often chosen for simplicity, cost efficiency and ease of display, which is why the M6 hanger remains a popular choice for many retailers.
Introduced into the ASDA programme in 2023, the M6 hanger offered a simple single-piece format that combined carrier and snap-off card in one product, helping reduce components whilst retaining strong visual impact and space for branding.
But single-piece products present their own security challenge. Many modern security solutions focus on concealing the gift card within a carrier to protect vulnerable barcodes, removing many of the advantages that make single-piece formats attractive in the first place. So how do you increase security whilst keeping components low?
Our Solution
Working in partnership with ASDA, Fiserv and Superior Labels, Certus Card Group supported the development of the 2-step (double-scan) security label that separates activation and redemption, allowing barcode protection to be built into a single-piece format without increasing paperboard components.
The product uses a double-barcode structure. At point of sale, the cashier scans the visible activation barcode to activate the card, while the redemption barcode remains protected beneath a peel label designed to split on removal.
This makes the label difficult to replace cleanly and easier for retail teams to identify if interference has taken place before purchase. The result is a product that retains the commercial advantages of a single-piece hanger while adding a stronger level of protection for open retail display.
ABOUT
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Working closely with Fiserv, Certus Card Group and Superior Labels, we developed this new barcode activation sticker solution to provide an additional layer of protection against card tampering and fraud whilst retaining the benefits of a single-piece gift card format. The innovation allows us to improve security at display and point of sale, helping to protect our customers and our business while maintaining a straightforward shopping experience
The technology developed by Fiserv and tested by Certus Card Group, launched in 2025. The format became the first within the ASDA programme to separate activation and redemption through this structure.
Since launch, Certus has continued to support security development across the ASDA programme, exploring new ways to strengthen protection as product formats continue to evolve.
Find Out More
Speak to our team to explore Certus Card Group can boost security in your gift card programme.