Datatag ID

What Datatag ID does

Datatag ID Limited is a UK-based forensic security marking company founded in 1992 that designs and sells layered asset identification systems combining visible tamper-proof labels, microscopic DATADOT identifiers, chemical markers, and registration in a secure database. The technology is intended to deter theft and enable police-verified recovery of stolen assets, with the Datatag Secure Database holding LPS 1224 accreditation and acting as a real-time lookup resource for UK law enforcement.

The company operates three sector-specific industry schemes—CESAR (plant and machinery), MASTER (motorcycles), and COMPASS (marine)—alongside a portfolio of more than 18 specialized product SKUs covering motorcycles, scooters, cycles, eBikes, leisure vehicles, 4x4/cars, trailers, survey equipment, power tools, home assets, and marine craft. The VENOM fuel-marking product targets commercial fleet operators on multi-year contracts, while the recently launched RAPID mobile app extends registration into a smartphone workflow and won a 2025 Plantworx award in its first year.

Commercial revenue is generated through direct-to-consumer e-commerce (eshop.datatag.shop), OEM factory-fit and dealer distribution channels, industry scheme subscriptions, and VENOM commercial contracts. Datatag is privately held with no disclosed external funding or parent company, operates from Staines-upon-Thames with a registered office in Shrewsbury, and holds four granted European Community Trademarks (DATATAG, DEVICE, DATADOT, VENOM). Scheme presence has expanded across nine European jurisdictions beyond the UK core.

Name

Datatag ID

Legal name

Datatag ID Limited

Website

https://datatag.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Datatag ID Limited is a UK forensic security marking company founded in 1992 that designs layered identification systems—visible labels, DATADOT microdots, chemical markers, and a police-accessible database—to deter theft and enable recovery across motorcycles, plant, marine, cycles, and vehicles.

Ownership category

akta.pro rank

Product category

Forensic Security Marking Systems

NAICS

Investigation, Guard, and Armored Car Services (56161), Security Systems Services (56162)

SIC

Services-Detective, Guard & Armored Car Services (7381)

akta.pro primary industry

Digital Forensics & Evidence Collection (Endpoint, Mobile, Cloud) (BPAKAHAC)

akta.pro secondary industries

Data Security & Privacy Services (DLP, Encryption, Privacy Ops) (BPAKAHAM), Fleet Expense Auditing, Controls & Fraud Management (TLABAMAG)

Keywords

• Forensic security marking
• Asset identification systems
• Theft deterrent marking
• Asset registration database
• Fuel theft prevention

Headquarters

HQ city

Staines-upon-thames

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Security Marking Products: Sale of forensic security marking systems and identification products for motorcycles, vehicles, marine, cycles, plant machinery, power tools, and home assets. One-time purchase with lifetime registration benefits.
2. Registration Services: Asset registration in Datatag's secure database, enabling tracking and recovery services. Included with product purchase or available for second-hand assets via re-registration.
3. Industry Scheme Services: CESAR, MASTER, and COMPASS schemes provide sector-specific theft deterrent and registration services for plant/machinery, motorcycles, and marine assets respectively.
4. VENOM Fuel Marker: Fuel marking solution for commercial fleet operators with pricing dependent on volume, site signage requirements, and contract period (3-5 year options).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Datatag ID manufactures and sells forensic security marking and registration systems comprising tamper-evident visible labels, hidden DATADOT microdots, RFID and Quick-Response Code identifiers, plus the VENOM chemical fuel marker. Marked assets are registered in the LPS 1224-accredited Datatag Secure Database, which UK police authorities query in real time to verify ownership and recover stolen property. Offerings are organised into industry schemes (CESAR for plant, MASTER for motorcycles, COMPASS for marine) and consumer/commercial kits spanning motorcycles, scooters, cycles, eBikes, cars/4x4s, leisure vehicles, trailers, survey equipment, power tools, home items, personal watercraft, outboard motors and boats.

Product overview

Datatag ID offers a comprehensive portfolio of forensic security marking and registration systems designed to prevent theft and aid in asset recovery. The core offering consists of layered identification technologies including visible tamper-proof labels, hidden microdots, and secure database registration. The product line covers multiple asset categories: motorcycles, scooters, cycles (standard and ultimate), electric eBikes, leisure vehicles, 4x4/cars, trailers, survey equipment, power tools, home items, personal watercraft, outboard motors, boats/RIBs. Additionally, Datatag supports three industry schemes: CESAR (plant/machinery), MASTER (motorcycles), and COMPASS (marine). The portfolio also includes VENOM for fuel marking and ICE Labels for emergency identification. All marked assets are registered in the Datatag Secured Database, which has LPS 1224 accreditation.

Differentiator

Problem solved

Functional benefit

Brands

• CESAR Scheme: Proven plant theft deterrent scheme - equipment security marking and registration system.
• MASTER Scheme
• COMPASS Scheme
• Datatag VENOM
• Datatag RAPID

Products and services

• Motorcycle Security Marking Systems Forensic security marking systems for motorcycles and powered two-wheelers, using visible labels plus hidden DATADOT microdots registered in the Datatag Secure Database under the MASTER Scheme.
• Scooter Security Marking Systems Forensic security marking solutions tailored for scooters, combining tamper-evident labels and database registration to deter theft and support police-assisted recovery.
• Motorsport/Off-Road Vehicle Marking Systems Security marking kits designed for motorsport vehicles and off-road vehicles, registered under the Datatag Secure Database for theft deterrence and identification.
• Cycle Standard Entry-level bicycle security marking system combining tamper-evident identifiers with Datatag database registration to deter theft and enable recovery.
• Cycle Ultimate Premium bicycle security marking system with enhanced protection features layered on top of the standard Cycle offering, registered in the Datatag Secure Database.
• Electric eBike System Security marking system purpose-built for electric bicycles, combining forensic identifiers with database registration tailored to eBike theft risk.
• Leisure Vehicle Marking System Forensic security marking for leisure vehicles, registered in the Datatag Secure Database for theft deterrence and recovery.
• 4x4/Car Marking System Security marking system for cars and four-wheel-drive vehicles combining visible tamper-evident identifiers with forensic microdot registration in the Datatag database.
• Trailer Marking System Forensic marking system for trailers, including horseboxes, registered in the Datatag Secure Database to deter theft and support police-assisted recovery.
• GPS Survey Equipment Marking System Security marking system designed for GPS survey equipment, providing tamper-evident identification registered to the owner in the Datatag Secure Database.
• Survey Equipment Marking System Forensic marking system for general survey equipment, combining visible and invisible identifiers with Datatag database registration.
• Powertool Marking Systems Forensic security marking kits for power tools, available as multi-tool sets and single-tool variants, registered in the Datatag Secure Database for site and workshop theft deterrence.
• Home Marking System Security marking system for household items and home equipment, registered to the owner in the Datatag Secure Database to deter burglary and support recovery.
• PWC (Personal Watercraft) Marking System Forensic marking system for personal watercraft and jet skis, registered under the COMPASS marine scheme framework for theft deterrence and recovery.
• Outboard Motor Marking System Security marking system for outboard marine motors, registered in the Datatag Secure Database to deter theft of high-value outboard units.
• Boat/RIB Marking System Forensic marking system for boats and rigid inflatable boats (RIBs), registered in the Datatag Secure Database to deter marine theft and support recovery under the COMPASS scheme.
• CESAR Scheme Proven plant and machinery theft-deterrent scheme using Datatag forensic marking technology and the Datatag Secure Database; accredited by Secured by Design and supported across OEM and dealer channels.
• MASTER Scheme Proven motorcycle theft-deterrent scheme underpinned by Datatag forensic marking technology and the Datatag Secure Database, serving motorcycles, scooters and powered two-wheelers.
• COMPASS Scheme Proven marine theft-deterrent scheme covering boats, rigid inflatable boats, personal watercraft and outboard motors, with Datatag forensic marking and database registration.
• Datatag VENOM Chemical fuel marking solution added to fuel at 50 ml per 1,000 litres to deter fuel theft, support traceability including red diesel traceability, and reduce operational losses for commercial and industrial fleets; sold on 3- and 5-year contracts with volume- and site-based pricing.
• ICE (In Case of Emergency) Labels Quick-Response-Code-based emergency contact labels that link casualty information to emergency services through a secure database for rapid identification during emergencies.

Quantifiable outcome

• Motorcycles without Datatag are more than twice as likely to be stolen (independent MCIA survey)
• +1 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• CESAR SchemecoreStrategic or Co-development PartnerIndustry-approved scheme for plant and machinery theft deterrence. Datatag provides the technology and database services for the CESAR scheme, which is proven to reduce plant theft and aid recovery.
• MASTER SchemecoreStrategic or Co-development PartnerIndustry-approved scheme for motorcycle theft deterrence. Datatag provides forensic marking technology and secure database registration for MASTER scheme participants.
• COMPASS SchemecoreStrategic or Co-development PartnerIndustry-approved scheme for marine theft deterrence. Datatag provides technology and database services for the COMPASS scheme covering boats, RIBs, and personal watercraft.
• Motorcycle Industry Association (MCIA)minorStrategic or Co-development PartnerMCIA conducted independent survey supporting Datatag's effectiveness claims, declaring that without Datatag fitted, a motorcycle is more than twice as likely to be stolen.
• Personal Watercraft Partnership (PWP)minorStrategic or Co-development PartnerGoverning body partnership supporting Datatag technology for personal watercraft/jetski theft prevention.
• Auto Cycle Union (ACU)minorStrategic or Co-development PartnerGoverning body partnership for motorcycle security standards and Datatag endorsement.
• Royal Yachting Association (RYA)minorStrategic or Co-development PartnerGoverning body partnership supporting Datatag marine security solutions.
• British Marine Federation (BMF)minorStrategic or Co-development PartnerIndustry association partnership for marine security and theft prevention.
• UK InsurersminorGTM or Marketing PartnerMany insurers supported and recommended Datatag systems, providing indirect marketing channel and credibility for the product offering.
• UK Police ForcescoreStrategic or Co-development PartnerPolice Liaison Team provides training and direct database access for law enforcement agencies to identify stolen assets and assist in recoveries.
• Secured by DesigncoreStrategic or Co-development PartnerPolice-preferred specification scheme providing security accreditation for Datatag products.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Authentix: Authentication and fuel marking solutions provider for governments and fuel industry operators. Overlaps with Datatag VENOM's fuel-theft prevention value proposition at an enterprise and regulatory scale, serving as a relevant competitor for the B2B fuel-marking line.
• SmartWater Technology: UK forensic marking specialist using unique chemical DNA solutions for asset and property marking, with police and insurer partnerships. Comparable to Datatag in layered visible-and-invisible marking technology and the use of a forensic identifier tied to a registered owner database.
• Vodafone Automotive (formerly Cobra): Provides stolen vehicle tracking and connected car security (CobraTrak, V-Trak) with direct police liaison. Competes with Datatag in the vehicle anti-theft space, particularly for premium and high-value cars, although its solution is subscription-based hardware rather than forensic marking.
• Selectamark Security Systems: UK-based provider of forensic asset marking (SelectaDNA, BikeRegister) and registration services for bicycles, motorcycles, and personal property. Operates the same business model as Datatag — covert marking combined with a secure database — and is the closest head-to-head competitor in UK consumer and SME theft deterrence.
• Scorpion Automotive: UK vehicle security manufacturer offering alarms, immobilisers, and tracking systems for cars, motorcycles, and commercial vehicles. Overlaps with Datatag's motorcycle and vehicle verticals but addresses theft prevention through electronic deterrents rather than forensic identification.
• Tracker Network (UK): UK stolen vehicle recovery specialist using GPS/GSM technology and police partnerships to locate stolen cars, motorcycles, and plant. Differs in technology (active tracking vs. forensic marking) but serves the same end-customer with police-integrated recovery services and direct insurer endorsement.
• Innospec: Global fuel additives and fuel marker supplier serving oil majors and governments (e.g., European fuel marker programs). Directly comparable to Datatag VENOM in the fuel theft/fraud management space, with larger scale and government-grade deployment.

Broad incumbents

• The AA: UK roadside assistance and vehicle services incumbent with insurance, tracking, and security products. Competes indirectly for the same consumer wallet and dealer distribution channels, although theft-deterrent marking is not its core focus.
• RAC Motoring Services: Large UK roadside assistance and vehicle services provider offering broader security products (e.g., RAC Track, RAC Camera) as part of a wider portfolio. Not a focused theft-deterrent player, but a credible incumbent competing for OEM and dealer relationships that Datatag also depends on.

Others

• CESAR Scheme (Industry Body): Industry-wide plant and machinery theft deterrent scheme powered by Datatag technology. Listed as an ecosystem partner/distribution channel rather than a competitor, but it is the dominant industry scheme in the segment and influences how competing marking providers are positioned.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/datatagid
• YouTubeyoutube.com/user/DatatagID
• Facebookfacebook.com/Datatag
• Instagraminstagram.com/datatagid

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Datatag ID