Danish jewellery designer Shamballa Jewels is to add an NFC and QR-based anti-counterfeiting solution to all its products from next year. Product Alive was developed by NFC Danmark and enables consumers and businesses to check the authenticity of a product, as well as when and where it was bought, by scanning or tapping a tag attached to the item. “Between five and ten brands will adopt Product Alive by the end of this year,” says the company’s Søren Kragh.

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