Authenticateit track and trace system

Authenticateit has launched a track and trace system to help stop manufacturers, retailer and shoppers unwittingly buying and selling counterfeit goods.

The system allows brands to track and trace their products throughout the supply chain and prevent unauthorised distribution and grey importing. It allows retailers to verify authenticity of goods received from their suppliers.

Consumers can simultaneously use the free Authenticateit smartphone application to check an item’s authenticity before purchase. Authenticateit’s system is fully compatible with GS1 global standards, making it easy for brands to implement Authenticateit without the cost and hassle of adding additional identifiers.

The GS1 Databar was selected as the unique product identifier (UPI), allowing consumers to scan it as a barcode to verify product authenticity and as a product barcode to be used by retailers at the point of sale.

Authenticateit enables brands to take immediate action to recall, bar, disable or neutralise unauthorised sales or imports. The Authenticateit smartphone app is available to consumers for free download from the App Store and Google Play.