According to estimates, in recent years, Pakistan’s illicit economy – which consists of everything from drugs, consumer goods, tobacco, foreign currency, to oil and lubricants – has thrived, costing over PKR. 2 trillion (about $7 billion) annually to its economy (see also ABN June 2025). Tax evasion related to illicit trade in tea, tyres, automotive lubricants, and pharmaceuticals has grown to c. PKR 160 billion per year. In such a scenario, brand protection becomes more critical than ever. This article covers Shell Pakistan’s strategy to combat this growing fight against fakes.

US-based Lumenco, together with its subsidiary in brand protection (Nanopixel®), has announced a strategic alliance with UK-based XRD Nano to co-develop new-generation solutions for manufacturing microlens arrays and high-performance UV chemistry for brand security.

From April 2025, every bottle of Italy’s finest DOCG (Denominazione di Origine Controllata e Garantita) and DOC (Denominazione di Origine Controllata) wine features a new state seal adorned with the national flag. The tricolour flag is displayed next to the emblem of the Italian Republic, transforming the seal into a symbol of patriotism as well as a designation of origin.

Efforts to combat counterfeiting have traditionally relied on visual markers such as holograms, micro text, and invisible inks, but advanced replication technologies are increasingly challenging these measures.

As overt security technologies (OST) evolve beyond traditional holography, Dr Mark Deakes, chair of the International Optical Technologies Association (IOTA), considers integrated optical solutions taking centre stage. These OSTs are becoming vital to banknotes, identity security, product authentication and brand protection – offering robust, sustainable defences against the growing threat of illicit activities.

At the beginning of 2024, All4Labels, one of the world’s largest label manufacturers, launched a subsidiary called Integritag, as part of its expansion into brand protection and smart packaging.