Mass serialisation has now become the foundation for global track & trace programmes to help reduce the trade in counterfeit medicines. The past few years have seen a dramatic rise in the number of countries that require a unique serial number to be placed upon a drug package to support a mandated global supply chain traceability programme. Despite its many promises and early potential, the consumer products sector in Western markets has not embraced mass serialisation to drive brand protection and customer engagement programmes. Brand owners provide many reasons for their reluctance to do so. Avi Chaudhuri at Systech International describes five of the most commonly cited factors.