Alliance Pharmaceuticals Ltd Partners with TrueMed to Combat Sophisticated Counterfeits with AI-Powered Authentication

New collaboration brings faster, digital-first counterfeit detection to the front lines of pharmaceutical brand protection.

HELSINKI, July 15, 2025 /PRNewswire/ -- TrueMed, a global leader in AI-based counterfeit detection, announced today a strategic collaboration with Alliance Pharmaceuticals Ltd, a U.S.-based pharmaceutical solutions provider, to proactively safeguard medicines and consumer healthcare products from a growing threat: increasingly sophisticated counterfeit products that often appear identical to the real thing.

Over the past five years, counterfeiters have dramatically improved the quality of fake packaging, making counterfeits extremely hard to detect with the naked eye. Alliance Pharmaceuticals Ltd, recognizing the urgent need for next-generation tools, has shifted from a reactive to a proactive market protection strategy leveraging TrueMed's digital authentication technology to identify and act on threats instantly.

"You can't fight 2025 counterfeits with 2010 tools," said Jyrki Berg, CEO of TrueMed. "Our collaboration with Alliance Pharmaceuticals Ltd shows what modern brand protection looks like: fast, digital, and verifiable. Instead of waiting weeks to collect and analyze samples, Alliance now reacts in real-time—protecting patients and their brand with the speed and precision that only AI can deliver."

The new approach allows Alliance Pharmaceuticals Ltd to go beyond traditional investigations by:

• Scanning product complaint images using TrueMed's AI platform to detect minute inconsistencies invisible to the human eye
• Generating immediate, digital evidence reports without the need to physically ship suspicious packaging
• Monitoring markets continuously and acting on digital signals within hours, not days

As a result of these factors and Alliance's comprehensive brand protection strategy including online monitoring, offline enforcement, and more, the prevalence of counterfeits across targeted product lines has been significantly reduced from 50% down to <5%, all while maintaining fully digitized data for compliance, reporting, and ongoing analysis.

"This partnership allows us to shift from defense to offense," said Rhodri Smith, Head of Global Brand Protection at Alliance Pharma. "Instead of waiting for bad actors to erode trust in our products, we now go after them with precision. TrueMed's technology gives us a new kind of visibility and the speed to act before patients are put at risk."

This collaboration reinforces a shared commitment to protecting patients, ensuring product authenticity, and modernizing pharmaceutical brand defense in a digital-first world.

About TrueMed
TrueMed is a leading provider of anti-counterfeiting technology solutions. The company's AI-enabled platform uses cutting-edge technology to analyze and identify potential counterfeit products, allowing companies to quickly and efficiently protect their brands and their customers.

For more information, please visit truemedinc.com.
Contact: Tuomas Kannas, TrueMed, 358505680782, [email protected]

About Alliance Pharma
Alliance Pharmaceuticals Ltd is a growing consumer healthcare company. Our purpose is to empower people to make a positive difference to their health and wellbeing by making our trusted and proven brands available around the world.

SOURCE TrueMed Ltd.