In the wake of heightened concerns about school safety, institutions across the nation have invested significantly in security measures, including the installation of security window films.
These films offer an appealing alternative to costly bullet-resistant glass, promising enhanced protection by holding shattered glass together, delaying forced entry, and providing valuable reaction time. However, a recent investigation by *The Wall Street Journal* has cast a shadow on the efficacy of these films and the ethical practices within the window film industry, raising critical questions about the true level of security they provide.
The central issue revolves around a discrepancy between marketing claims and real-world performance. While security films can indeed prevent glass from shattering, they are not bulletproof. This difference is crucial, as it implies that schools might be investing in a false sense of security, believing they have a far more robust protection system than is actually in place.
Experts within the industry acknowledge the problem. Brad Campbell, President of Riot Glass LLC, highlights a history of “misrepresentation,” similar to previous issues involving hurricane protection claims. According to Campbell, some companies utilize “murky or overstated claims without clear scientific backing,” often failing to disclose critical details such as the type of glass used in testing, the number of film layers required, and proper application methods. This lack of transparency leaves customers ill-equipped to understand the true capabilities of the product they are purchasing.
James Beale, CEO of National Glazing Solutions LLC, points the finger at “opportunistic newcomers” to the market, rather than established practitioners. He argues that while the majority of the industry consists of reputable companies offering valuable products, the deceptive practices of a few bad actors can tarnish the entire sector’s reputation.
This issue isn’t just about misleading advertising; it’s about potential lives. Campbell warns of a “ticking time bomb,” where the limitations of these films are only exposed during a tragedy, leading to catastrophic consequences.
The Call for Transparency and Accurate Education
The International Window Film Association (IWFA) recognizes the importance of accurately representing product capabilities and cautions against portraying safety and security films as bullet-resistant. The IWFA’s Safety & Security Education Guide addresses the dangers of exaggerated or distorted claims driven by ignorance or misrepresentative marketing. As Darrell Smith, executive director of the IWFA, pointed out in *The Wall Street Journal* article, some demonstrations showcasing the films’ “bullet-stopping” ability utilize low-powered guns and outdated, thicker glass rarely found in schools.
Industry experts advocate for a unified educational campaign targeting government agencies, schools, law enforcement, and legislators. This initiative should clearly define the primary role of security films – providing a psychological deterrent and delaying entry – while simultaneously cautioning against deceptive marketing tactics. Rigorous testing from certified third-party labs is also crucial for verifying product claims.
Wade Arnold, commercial sales director at Quikserv, emphasizes that security window film is a valuable tool when correctly positioned within its appropriate use cases. He stresses the importance of avoiding the term “bulletproof,” recognizing it as a “marketing term used for sales.” Instead, he highlights the effectiveness of security films as a psychological deterrent and a means of delaying entry.
Moving Forward: Prioritizing Safety and Honesty
To ensure that investments in school security are truly effective, transparency and honest communication are paramount. While security window films can play a role in enhancing safety, they should not be presented as a complete solution or a replacement for bullet-resistant glass in high-risk areas. By working together to educate stakeholders and promote ethical marketing practices, the window film industry can contribute to creating safer learning environments without compromising trust or creating a false sense of security. Just as brakes are not effective when improperly installed or used beyond their design capacity, security films are most effective when their limitations are understood and they are deployed in the correct context. The safety of our students depends on it.
Source: USGlass with additional information added by GlassBalkan
