A new World Economic Forum report1 has identified generative AI watermarking as one of the top 10 emerging technologies of 2025.

At various industry events and meetings, and on diverse platforms, a perennial question surfaces: what is the true market size of anticounterfeiting technologies in the brand protection domain? Despite this editor’s long experience in this sector, the anticounterfeitingw question has consistently presented a significant challenge.

In time for World Anticounterfeiting Day, the US-based resale platform StockX has released its second annual Brand Protection & Customer Trust Report, showcasing the company's significant advancements in verification, fraud prevention, and anti-counterfeiting measures throughout 2024.

In our January edition of Authentication & Brand News™, we asked: ‘could 2025 be the year for smart and sustainable IoT labels?’ The question was prompted by the unveiling of new smart label solutions from Giesecke+Devrient (G+D) and Linxens. The solutions are emblematic of a larger shift in logistics and authentication: moving from traditional scan-based systems to sensing-based networks.

Crane NXT recently announced the launch of a new brand identity: Crane Authentication. This unified brand consolidates the strengths of recently acquired De La Rue Authentication, the Smart Packaging assets of TruTag Technologies, and OpSec Security (purchased last year). Crane NXT now comprises two segments: Security and Authentication Technologies (which includes Crane Currency and Crane Authentication) and Crane Payment Innovations.

Holographic features have long played a vital role in optical document security—grabbing attention, signaling authenticity, and giving visual verification. But as design trends shift and digital solutions take a larger role, it’s time to reassess their impact.

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.

Located in Lancaster University, UK, Quantum Base (QB) has announced its intention to list on the London Stock Exchange’s AIM market in April 2025. The company aims to raise between £3 million and £5 million through a placing and retail offer to support product development and commercial expansion, joining the growing number of quantum technology companies advancing their authentication solutions.

The US Postal Service (USPS) has introduced a newly redesigned money order with a red, white, and blue colour palette and enhanced security features.

There is a common belief that traceability solutions alone will eliminate counterfeiting and simplify product authentication. However, while item-level traceability enhances product transparency, the most commonly adopted technologies come with vulnerabilities, especially in terms of authentication.