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

In the last edition of Authentication and Brand News™, we described Italy’s new state seal adorned with the national flag for wine authenticity. Produced by Istituto Poligrafico e Zecca dello Stato (IPZS), the new seal symbolises Italian patriotism as well as designation of origin. In this article, we look at how IPZS is working as a quiet but formidable guardian for Italian trust and authenticity.

In June, police officials in India exposed a counterfeit postage stamp scam worth INR 25 million ($290,000), while last year, in the US, a California resident pleaded guilty to defrauding the United States Postal Service out of more than $150 million through fake stamps. Similarly, in the UK, Royal Mail investigated the mass counterfeiting of its new barcoded stamps after customers reported being forced to pay a £5 penalty to collect mail due to counterfeit stamps.

In response to the growing threat posed by high-quality counterfeit pharmaceuticals, Alliance Pharmaceuticals has partnered with TrueMed to strengthen its brand protection strategy.

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.

‘I really need help,’ posted a brand owner who used Amazon to ship its products, referring to the serialised ‘Transparency’ QR codes that brands apply to individual product units to verify authenticity and combat counterfeiting.

The European Union Intellectual Property Office (EUIPO) is actively advancing its Strategic Plan 2030, which aims to build a strong, inclusive, and sustainable intellectual property (IP) system across Europe. A recent milestone in this effort was a high-level conference held on 1-2 July 2025, co-hosted with the European Anti-Fraud Office (OLAF) at EUIPO’s headquarters in Alicante, Spain.

Photonic crystals (PCs) are optical nanostructures that affect the propagation of light by the periodic variation in their refractive index. As counterfeiting techniques become ever more sophisticated, PCs offer physically unclonable functions (PUFs) due to their defect-sensitive optical behaviour and structural colours that cannot be reproduced accurately by traditional printing or scanning techniques.

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.

A new report by the Organisation for Economic Co-operation and Development (OECD) and the EU Intellectual Property Office, have revealed that, in 2021, global trade in counterfeit goods was valued at approximately $467 billion, or 2.3% of total global imports. This absolute value represents an increase from 2019, when counterfeit trade was at $464 billion, although its relative share decreased compared to 2019 when it accounted for 2.5% of world trade. For imports into the EU, the value of counterfeits was estimated at $117 billion, or 4.7% of total EU imports.

Upcoming EU regulations are expected to transform the fashion resale market by potentially doubling the lifetime value of products. Research from Bain & Company and eBay suggests that consumers could reap up to 65% of these benefits. This shift offers a unique opportunity for brands to enhance their value chains through increased transparency, trust, and circularity, moving beyond mere regulatory compliance.

Pakistan faces a significant challenge from illicit trade and counterfeiting, a reality starkly reflected in the ‘2025 Illicit Trade Index’, published by the Transnational Alliance to Combat Illicit Trade (TRACIT), where Pakistan ranked 101 out of 158 countries.

TOPPAN Digital has expanded its Illumigram™ offering with a new colour version. Originally available only in white, the enhanced hologram now delivers multi-colour 3D text and images that appear when illuminated by strong light – such as a smartphone torch.

South Korean startup NexpotSolution is emerging as a key player in the anticounterfeiting industry with its proprietary authentication solution, AllmyTAG. Central to this solution is a technology known as the Layer QR Code, designed to address the vulnerabilities of traditional QR codes.

Crane Authentication has launched two distinct solutions: InsightPulse™ and Digital Asset Watermarking. Each aims to address different challenges in today’s complex phygital-threat landscape.

Book piracy and academic fraud present significant threats to education worldwide. Counterfeit textbooks flood the market, while fake diplomas erode trust in qualifications. As publishing increasingly transitions to digital platforms globally, pirates are discovering new methods to exploit vulnerabilities. In response, governments, publishers, and regulatory bodies are adopting innovative technologies. This article examines recent initiatives.

Crane Authentication has launched two distinct solutions: InsightPulse™ and Digital Asset Watermarking. Each aims to address different challenges in today's complex phygital threat landscape.

Labubu fever is everywhere, but with that popularity comes an influx of fakes. The quirky monster doll is making headlines again - this time for all the wrong reasons. Labubu, the wide-eyed creature popularised by the Chinese toy brand Pop Mart, is now at the centre of a growing counterfeit crisis.

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.

The Royal Mint has unveiled a groundbreaking addition to its bullion portfolio with the launch of the new secure Britannia bullion bar. For the first time, innovative security features - previously exclusive to its world-renowned coins - have been rolled out into its gold bar range.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

UK-based chip company Pragmatic Semiconductor has announced the launch of its latest radio frequency identification (RFID) near-field communication (NFC) product line, Pragmatic NFC Connect.

The European Union Intellectual Property Office (EUIPO) has completed two pilot projects to test its ‘Authentic View’ blockchain infrastructure, which is designed to combat counterfeiting.

At the recent World Money Fair (WMF), Germania Mint unveiled a special release coin featuring Black Light Colours technology.

Registration is now open for the Optical & Digital Document Security™ (ODDS) conference, which will be held in Warsaw from 15-17 September 2025.

Europol’s EU Serious and Organised Crime Threat Assessment (EU- SOCTA) 20251, published in March, reveals how the very DNA of crime is shifting – adapting to a world shaped by global instability, digitalisation and emerging technologies, and no longer bound by traditional structures.

With more than 700 years of history, the Imprensa Nacional Casa da Moeda (INCM) – also known as the Portuguese mint and national press – is committed to enhancing its role as a progressive, globally engaged organisation through a strategic focus on innovation, collaboration, and expansion. Its recent initiatives and partnerships demonstrate a strong dedication to providing high-security, technology-driven solutions for both domestic and international markets.

In the February 2024 edition of Authentication & Brand News™, we examined how David Beckham, the celebrated former England footballer, was intensifying efforts against counterfeit manufacturers illicitly selling fake products – including clothing and fragrances – under his brand. This article looks at the latest organisations to have adopted near-field communication (NFC) technology for authenticating sporting apparel and memorabilia.

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.

A new method for combating whisky refill fraud has been developed by combining molecular science with blockchain technology.

The Authentication Solution Providers' Association (ASPA) hosted the sixth edition of the Traceability and Authentication Forum in New Delhi on March 17-18. The event emphasised the need for stronger anti-counterfeiting laws and an increased use of authentication and traceability tools.

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.

François-Charles Oberthur group, a global leader in banknote printing, security solutions and technologies, has partnered with Giriraj Foils, a well-respected name in India's high-security films, stamping foils and laminates, to deliver advanced authentication solutions tailored for the Indian market.

At the recent High Security Printing™ EMEA conference in Basel, Switzerland, Dr Alexander Brannan from the University of Manchester, and Gary Spinks of Security Fibres UK, presented advances in colour-changing smart materials designed for rapid authentication. This technology addresses key issues in anticounterfeiting by integrating academic research with industrial application.

As Satya Nadella, CEO of Microsoft, puts it, 'Your smartphone is now your passport, your bank, and your key to the digital world', There is no doubt about its increasing usage in our lives. In the authentication industry, smartphones are also important in facilitating the digital authentication of banknotes, identity and tax stamps. The authentication industry integrates digital security features that link high-security printing with the digital world. This article explores several recent innovations.

Crane NXT has secured its first micro- optics contract through the OpSec Security channel with a luxury perfume brand.

The International Tax Stamp Association (ITSA) has been approved as a liaison organisation to the CEN- CENELEC technical committee responsible for developing EU Digital Product Passport (DPP) standards.

Researchers in China have developed a non-petroleum film for packaging applications that can extend the shelf life of foods, show when spoilage has occurred, and has fluorescent properties that could be used as an anticounterfeit feature.

With sales of vinyl records rocketing in recent years, it was inevitable that counterfeiters would enter the market to try to make a fast buck – and a recently published US patent describes one way to fight back, reports SecuringIndustry.com

If you have ever lived in or visited China, you will undoubtedly be familiar with the iconic Moutai brand. However, outside of China, it remains largely unknown. Still, in 2024, Moutai’s brand value rose to $50.1 billion, making it the world’s most valuable spirit for the ninth consecutive year, according to Brand Finance.

Anti-Counterfeiting News, Product Protection News, Brand Protection News… these were some of the titles that we dreamed up when we decided to launch Reconnaissance’s second newsletter, as our first, Holography News®, was increasingly reporting the security uses of holograms.

In a LinkedIn post, Luminescence Sun Chemical Security (LSCS) has announced it is a major contributor to protecting the revenue of Türkiye’s deposit return scheme (DRS) on single-use beverage containers, through its security solutions and the logistical support of Sun Chemical Türkiye.

The programme for this year’s Tax Stamp & Traceability Forum™ (from 7-9 April in Cape Town, South Africa) has been released, with some important themes on the agenda. This article describes some of these themes, which will be presented as workshops, standalone papers or panel discussions.

After years of inconsistent demand, Applied DNA Sciences (ADNAS) has decided to discontinue its DNA tagging and security services business. This decision is part of a broader restructuring effort that includes a 20% reduction in workforce, mainly in the DNA tagging segment.

Marked by key acquisitions - 2024 will be remembered for significant consolidation in the authentication industry (see ABN, Nov 2024). While mergers and acquisitions are good for growth, so are technical collaboration and partnerships combining and complementing each other's expertise to create more substantial authentication features, technologies, and systems. The article views recent developments in this light.

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

The Office of the United States Trade Representative (USTR) has released its 2024 Review of Notorious Markets, highlighting the global online and physical markets for trademark counterfeiting and copyright piracy.

In April 2024, China’s National Healthcare Security Administration (NHSA) launched a pilot programme to implement a ‘unique electronic ID’ code on drugs and medical consumables, enabling comprehensive traceability across the supply chain.

Being unique is something we value in people, products, and even security. When something is so unique that it can’t be copied, it becomes a powerful tool to fight counterfeiting. Researchers are now creating unclonable patterns – designs that in theory can’t be reproduced – to protect products and prove they’re genuine.

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.

This article looks at the newly created, massive illicit market in vapor products originating mainly from China and sold in the United States. Despite being banned in both countries, brands like Elf Bar, Geek Bar, and Lost Mary continue to circulate. What’s more, they carry authentication labels that falsely suggest legitimacy, further exacerbating illicit trade.

At the recent CES 2025 consumer electronics event in Las Vegas, two companies, Giesecke+Devrient (G+D) and Linxens, unveiled their new smart label solutions, marking a significant advance in brand protection and supply chain integrity.

International security technology group Giesecke+Devrient (G+D) has launched the G+D Smart Label, a second-generation tracking solution that transforms any package into an IoT (Internet of Things) device.

As the new year begins, it’s an ideal time to look at forthcoming events in authentication, security printing, tax stamps, and brand protection.

John Anderson, Chairman of the Global Anti-Counterfeiting Group until last year, died in early January after a difficult illness.