Guinness Nigeria, Regulators Unite Against Rising Counterfeit Threat in Digital Age

Olufemi Adeyemi As counterfeit goods become increasingly difficult to detect in an era defined by artificial intelligence, e-commerce, and digital connectivity, industry leaders, regulators, and enforcement agencies are calling for stronger collaboration to combat what they describe as a rapidly evolving global threat. That message took centre stage in Lagos as Guinness Nigeria Plc, in partnership with the Anti-Counterfeiting Collaboration of Nigeria, hosted a high-level stakeholder engagement to mark World Anti-Counterfeiting Day 2026. The event, themed “Combating Counterfeiting in an AI-Driven and Digitally Connected World,” brought together government regulators, enforcement agencies, brand owners, and industry experts to examine the growing sophistication of counterfeit operations and identify strategies for protecting consumers and legitimate businesses. Counterfeiting Now Powered by AI and Digital Platforms Opening the engagement on behalf of Guinness Nigeria’s Managing Director and Chief Executive Officer, Girish Sharma, the company’s Corporate Relations and Legal Director, Rotimi Odusola, warned that counterfeiting has evolved far beyond traditional markets and now operates on a global, technology-driven scale. According to him, digital tools and online platforms have transformed the counterfeit trade into a sophisticated transnational enterprise capable of reaching consumers faster and more effectively than ever before. “Counterfeiting is no longer confined to physical markets or isolated supply chains. It has grown into a highly sophisticated, transnational enterprise, leveraging e-commerce platforms, social networks, and advanced AI tools to produce, promote, and distribute counterfeit goods with alarming efficiency,” Odusola said. While acknowledging the challenges posed by emerging technologies, he noted that the same innovations can also strengthen anti-counterfeiting efforts through improved detection systems, intelligence sharing, product authentication, and enforcement capabilities. Regulators Demand Stronger Compliance The event featured a keynote address by Sola Dosumu, Chairman of the Anti-Counterfeiting Collaboration of Nigeria, followed by a panel discussion examining the increasingly complex methods used by counterfeit networks and the need for coordinated responses. Among the panelists was Tessy Ojomo, Director of Lagos Operations at the Standards Organisation of Nigeria, who stressed the importance of stronger regulatory compliance and enforcement measures. Ojomo said stricter penalties for offenders and enhanced certification processes have become critical tools in the fight against counterfeit products. She also issued a warning to e-commerce operators, urging them to ensure that products listed on their platforms comply with SON certification requirements. According to her, failure to enforce compliance could expose operators to legal consequences while increasing risks to consumers. NAFDAC Signals Tougher Action Against Counterfeiters The Director of Investigations and Enforcement at the National Agency for Food and Drug Administration and Control, Dr. Martins Iluyomade, highlighted ongoing efforts to disrupt counterfeit supply chains and prosecute those involved in the trade. He indicated that current investigations and enforcement actions would soon yield stronger outcomes against individuals and organisations facilitating counterfeit activities. Iluyomade also urged brand owners to become more proactive in defending their products and intellectual property. He emphasised that sustained vigilance from manufacturers remains an essential component of any successful anti-counterfeiting strategy. Collaboration Seen as Key to Success Throughout the discussions, participants agreed that no single institution can effectively address the challenge alone. Presentations explored the issue from multiple perspectives, including brand protection, law enforcement, investigation and prosecution challenges, and the need to modernise legal frameworks to keep pace with technological developments. Stakeholders repeatedly emphasised that tackling counterfeit trade requires coordinated action involving government agencies, customs authorities, technology providers, digital marketplaces, enforcement bodies, manufacturers, and consumers. Representatives from the Nigeria Customs Service and the Federal Competition and Consumer Protection Commission were among those in attendance, alongside industry leaders and anti-counterfeiting advocates. “Technology Alone Is Not the Solution” Reaffirming Guinness Nigeria’s commitment to protecting consumers and supporting anti-counterfeiting initiatives, Sharma called for sustained partnerships across sectors. “Technology alone is not the solution. Combating counterfeiting in this new era requires collective commitment. It calls for stronger partnerships between brand owners, governments, enforcement agencies, and technology providers,” he said. “Together, we can harness the power of AI and digital connectivity not just to keep pace with counterfeiters, but to stay decisively ahead of them.” Renewed Commitment to Protect Consumers The engagement concluded with a shared commitment among stakeholders to strengthen enforcement mechanisms, deepen cooperation across agencies and industries, and promote authenticity within increasingly digital and interconnected markets. As counterfeit networks continue to exploit technological advances and online platforms, participants agreed that success will depend on combining innovation, regulation, enforcement, and consumer awareness to safeguard both public trust and economic value. For businesses, regulators, and consumers alike, the consensus was clear: in the fight against counterfeiting, collaboration remains the most powerful defence.