Counterfeiting and piracy represent a huge problem for the European economy. It is estimated that the EU loses €83 billion annually in sales, and the crisis is worsening due to the emergence of e-commerce activities. The economic detriment is compounded by the substantial risks to public health and safety caused by consumer exposure to counterfeit goods, which will not have undergone the rigorous safety testing expected of genuine products. Microguard is an innovative authentication label devised to protect consumers and brands from the detrimental effects of counterfeiting. The label combines unique identifiers with an artificial intelligence recognition system to deliver the most secure labelling solution available. Microguard can be applied directly to packaging or products and the label can be read using a standard smartphone. It is anticipated that Microguard will be used to protect goods across entire supply chains in addition to products at point of sale or delivery. The objectives of the feasibility study were to evaluate the technical requirements for delivery of the new label to the European market and to identify the optimum market segments for initial roll out. Cypheme’s overall objectives are to become the foremost global supplier of anti-counterfeit solutions, leading the fight against increasingly sophisticated and dangerous counterfeiting activity.