Whilst the authentication industry is witnessing consolidation through mergers and acquisitions, it is also seeing a strong wave of investment in capacity-building and innovation. This article looks at some of the latest investments within the RFID, holography, and security printing sectors.

Taking place in the historic and vibrant city of Warsaw, Poland (15-17 September), the Optical & Digital Document Security™ (ODDS) 2025 conference continues its mission of showcasing the most advanced research, innovation, and debate in the field of document protection. With a dynamic programme ranging from cutting-edge optical features to quantum-resilient digital security, ODDS 2025 is where ideas are shared, challenged, and transformed into real-world solutions.

On the occasion of the recent International AntiCounterfeiting Coalition (IACC) Annual Conference in San Diego, USA, the IACC launched its Marketplace Advisory Council (MAC) – a forum for cross-industry collaboration in the fight against fakes.

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

A recent report by the Chilean Instituto de Salud Pública (ISP), the national regulatory authority for pharmaceutical products, has sparked the interest of several local news outlets, due to the report’s surprising conclusions regarding the illicit trade of pharmaceuticals in the nation.

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.

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.

In the Authentication & Brand News™ March 2024 article 'Decoding Georgia Bills - No to QR Codes Yes to Watermark', we updated the usage of security features in ballot paper. We are now informed of developments in Mohave County, as it approved adding security features to its ballot paper for the 2026 midterm elections to restore voter trust.

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.

Giesecke+Devrient (G+D) achieved record revenue in 2024, continuing its growth trajectory.

India has recently rolled back key measures for pharmaceutical traceability – possibly due to the increasingly widespread copying of genuine QR codes onto counterfeit drugs.

Crane NXT has announced the formation of a new business unit called 'Crane Authentication' within its recently established Security and Authentication Technologies segment. This move comes as part of its completion of the acquisition of De La Rue Authentication Solutions, which it made in October 2024 for £300 million.

While pharmaceutical packaging safeguards, such as barcodes, QR codes, and serialization, are now standard requirements under regulations like the EU Falsified Medicines Directive (FMD) and US Drug Supply Chain Security Act (DSCSA), these measures have proven ineffective in preventing counterfeiting, if used alone.

The World Health Organisation’s (WHO) 2025 report, ‘Country Experiences on Implementation of Traceability for Medical Products’, highlights the uneven progress in global traceability efforts for medicines and vaccines. Drawing on survey responses from WHO member states, the report cites insufficient technological knowledge and capabilities as the biggest barriers to implementing traceability systems.

LEONHARD KURZ, a global player in security and surface finishing technologies, has announced the integration of its subsidiary SCRIBOS, a digital platform provider, under a new unified brand identity—KURZ SCRIBOS.

Merck, a leading science and technology company, has partnered with Zebra Technologies, a global leader in digitising and automating frontline workflows, to create solutions that address product verification, authenticity, and trust challenges.

A scientific report appearing in nature. com1 introduces a novel, non-cloneable, chipless RFID tag, created out of the cork of a bottle, for authenticating the wine, liquor, oil, or other liquid product contained in that bottle.

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.

As sustainability gains momentum, recycling alone is no longer enough. The circular economy promotes reuse, repair, and recycling to reduce waste and keep resources in use longer. But as recycled products go mainstream, challenges arise – especially the risk of greenwashing and fake or mislabelled goods claiming to be eco-friendly.