The most effective way of deterring criminals is to increase their chances of getting caught.

We’ve taken the time to work with police forces across the UK, training them on how to use and search for SmartWater®. Consequently criminals know that SmartWater increases the likelihood of proven guilt, which is why they will actively seek to avoid it.

As a result of this, the SmartWater brand has become a very powerful deterrent, and we’ve continued to widely promote it for many years.

Examples of the SmartWater brand can be found all across the UK, providing reassurance amongst our many users as well as creating fear and uncertainty within the criminal fraternity. These locations include:


Signage on buses, trams, taxis and other vehicles

man in hoodie splattered with Smartwater

Awareness materials in police custody suites

thieves beware sign

Lamp post signage

police officers in front of large sign


SmartWater customers, commercial clients and partners are also actively promoting the brand by displaying stickers and signage in many locations, including:

SmartWater awareness

SmartWater also regularly attracts local and national TV coverage and has featured on programmes including:


SmartWater TV commercials have also been broadcast across Sky and Freeview TV channels, reaching an estimated 8 million viewers.


For the second-year running, SmartWater Technology Ltd has been formally recognised as a Superbrand. As a proud holder of Superbrands status, SmartWater stands shoulder to shoulder with other iconic British brands such as British Airways, Rolls-Royce and John Lewis.

All those involved in the voting process are asked to bear in mind the following definition:

“A Superbrand has established the finest reputation in its field. It offers customers significant emotional and / or tangible advantages over its competitors, which customers want and recognise.”

In addition, the voters are asked to judge brands against three factors:

Quality: Does the brand provide quality products and services?
Reliability: Can the brand be trusted to deliver consistency?
Distinction: Is it well known in its sector and suitably different from its rivals?

In 2008 Perpetuity Research Group, spearheaded by criminologist Professor Martin Gill carried out academic research into the power of the SmartWater brand. As part of this research, criminals were interviewed to test their knowledge of SmartWater and other security methods. 

Key Findings
Key findings from structured interviews with 101 offenders, with varying levels of involvement in dishonesty offences. All interviews took place face to face.

Average score (out of ten) awarded to a variety of security measures for their deterrent value*:

perpetuity infographic

We do not take awareness or knowledge of the SmartWater brand for granted, which is why this work continues to be a fundamental component in our ongoing crime-fighting strategy. We are always searching for dynamic new ways to promote our brand to the criminal fraternity and wider communities. Only by doing so will we continue to ensure that SmartWater remains the UK’s most powerful crime deterrent.

Any images that feature fluoresent materials, have been captured under UV light.


  • “Police Scotland continues to work alongside our communities and relevant partners to tackle housebreaking and protect people’s homes and belongings from acquisitive criminals. read more

    Superintendent Matt Richards, Police Scotland
  • “Theft of metal is a serious crime and has had a devastating effect on a large number of our customers since 2007. read more

    David Bonehill, Claims and Risk Services Director, Ecclesiastical Insurance Group (EIG)
  • “SmartWater has been central to reducing burglary in the borough of Brent and for building more confidence within our communities. read more

    Chief Superintendent Matt Gardner, Borough Commander for Brent, Metropolitan Police Service
  • “The after-sale service that SmartWater continues to provide to Thames Water is truly outstanding. As a Security Specialist I have to react very quickly to changing situations and knowing that I can rely on the support. read more

    Jon Lorimer, Security Specialist, Thames Water
  • “Our collaboration with SmartWater has enabled us to identify cable theft risks and to respond quickly to emerging trends in order to implement proactive mitigation plans, particularly through tactical deployments… read more

    Liam Sumpter, Area Director, Network Rail