Brand protection, counterfeit protection, track and trace, and product authentication are just few words addressing an extraordinarily complex challenge faced by businesses today. According to a 2019 report from the Organisation for Economic Co-operation and Development “OECD”, trade in fake goods is now 3.3% of total world commerce and rising. In a recent online article published by Industrial Production Online and Pharmaindustrie Online, Dr. Kutter, Co-founder and President of AlpVision, analyses the situation by drawing parallels with other industries, such as banknotes, and by evaluating technological and legislative requirements to produce a pragmatic approach to tackle the problem. The article highlights pros and cons of different solutions and explains why track and trace or visible security features are not sufficient to implement an effective and efficient holistic counterfeit protection system. The article is available online in English and German.