Firm Calls For Cross-sector Collaboration To Harness AI Against Counterfeiting

The managing director/CEO of Guinness Nigeria Plc, Girish Sharma has called for sustained cross-sector collaboration to combat counterfeiting in an AI-driven and digitally connected world.

The Company in collaboration with Anti-Counterfeiting Collaboration of Nigeria (ACC), convened industry leaders, regulators, enforcement agencies, and brand owners in Lagos on World Anti-Counterfeiting Day 2026 for a high-level engagement themed ‘Combating Counterfeiting in an AI-Driven and Digitally Connected World’.

The event provided a strategic platform for stakeholders to examine the evolving threat of counterfeiting and explore innovative solutions for protecting consumers, safeguarding brands, and strengthening enforcement in an increasingly digital marketplace.

Representing the managing director and CEO of Guinness Nigeria, Girish Sharma, corporate relations and legal director, Rotimi Odusola described counterfeiting as a rapidly evolving global challenge amplified by digital platforms and emerging technologies.

“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,” he said.

He further noted that while technology has created new opportunities for counterfeiters to scale their operations, it also offers powerful tools for detection, intelligence sharing, and proactive enforcement.

The event was chaired by the chairman of the Anti-Counterfeiting Collaboration of Nigeria (ACC), Sola Dosumu, who also delivered the keynote address. A panel discussion followed, examining the growing sophistication of technology-enabled counterfeit networks and the need for stronger public-private collaboration.

The director of Lagos Operations at the Standard Organisation of Nigeria (SON), Tessy Ojomo highlighted the importance of stronger enforcement and regulatory compliance in curbing counterfeit trade.

She noted that stricter penalties and SON certification have become significant deterrents to counterfeiters, and cautioned e-commerce operators to ensure all listed products comply with SON certification requirements to avoid legal consequences.

Director of Investigations and Enforcement at the National Agency for Food and Drug Administration and Control (NAFDAC), Dr. Martins Iluyomade expressed confidence that ongoing enforcement efforts would soon yield stronger results against counterfeit enablers.

He urged brand owners to take ownership of their brands and remain resolute in confronting counterfeit operators.

Reaffirming Guinness Nigeria’s commitment to combating counterfeit products, Sharma called for sustained cross-sectors collaboration.

“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. 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,” he said.

The engagement was attended by representatives of the Nigeria Customs Service, the Federal Competition and Consumer Protection Commission (FCCPC), the Anti-Counterfeiting Collaboration of Nigeria, as well as staff and leadership of Guinness Nigeria Plc.

The event concluded with a renewed commitment by stakeholders to deepen collaboration, strengthen enforcement mechanisms, and promote the value of authenticity in today’s increasingly connected world.