Counterfeiting, smuggling, diversion, and infringement — collectively known as illicit trade, — continues to be a growing global problem for businesses and consumers. With the increasing volume of counterfeit goods trafficked across the globe and seeping into multiple supply chains, a well-strategized brand protection program is more essential than ever to shield what matters most to businesses – customers, brand identity, reputation, and revenue.
Author: outer box
Verifying Sustainable Fuels
|Navigating Brand Protection Strategies For Your Business
|By the Authentix Brand Protection team
Back in the 1700’s Ben Franklin was an early innovator of printing techniques that made American paper currency harder to counterfeit. Some of his security features included watermarks, imprints of leaves, and other difficult-to-reproduce features that helped citizens distinguish real bills from illegal copies.
Since then, security feature graphics have of course evolved, but many of these early anti-counterfeit security features have stood the test of time. There are dozens of secure printing, digital authentication, and online protection technologies that can help your brand keep products secure and prevent counterfeiting. Here’s a breakdown of the top security and authentication technologies that might be right for your brand protection needs:
Physical Security Features
Having a multi-layered physical security authentication solution is important to protect your products. If a counterfeiter figures out how to print one security feature like UV, you still have more layered features to verify if the product is indeed yours. There are a wide range of physical security options available, from obvious and overt like holographic images and color shifting inks, to invisible covert and forensic security which are impossible to detect without the proper tools.
Some popular physical security examples include:
- Tamper evident packaging – labels, stickers, or seals that when opened or tampered with, provide immediate evidence that the product has been compromised.
- Chemical and physical markers – can be hidden from consumers and counterfeiters and can only be seen with specific detectors that are calibrated to a specific wavelength to verify authenticity.
- QR Codes – can now be scanned without the need for an app, using a smartphone camera that directs consumers to a webpage to authenticate the product and then introduces the consumer to another webpage where they can register their warranty, learn more about the product and even suggest other complementing products.
Physical security features will continue to evolve and remain an important part of your brand protection strategy. Future trends in physical security include new nanoprint technologies, printed electronics, and revolutionary inventions in digital printing. It is anticipated that these and many more will become the standard for high security printing.
Digital Authentication
Digital product authentication is a brand protection strategy that works by adding a unique digital identifier to your product. This allows your company to track the lifecycle of products, identify where transactions are taking place, and provides data analytics and insight into your products and customers. Unique QR codes on each product can be scanned by inspectors along the supply chain to ensure authenticity, as well as by end customers at the point of sale. Consumers can instantly authenticate their products and your brand can engage customers by serving relevant offers and information.
For example, a well-known spirits company was facing counterfeits across China, resulting in loss of brand loyalty, consumer trust and revenue. Authentix helped them implement a multi-layered authentication solution using covert and overt features. One of the solutions implemented was a QR code featuring a digital consumer engagement experience as well as authentication verification. The result was 90 million bottles with unique identifiers that could be tracked through the supply chain, allowing the company to detect and shut down over 150 counterfeiting locations including warehouses, retail shops and print shops.
Online Brand Protection
The rise in online sales has been unfortunately accompanied by the rise in counterfeiting on online marketplaces, social media platforms, and websites. When looking for an online brand protection services provider, it is important to ensure their scanning software is proprietary and not provided by a third party. This gives you more control and security and makes it easier to do takedowns on social media where counterfeiters can advertise for a few hours at a time to targeted audiences. You should also ensure that your protection partner has the ability and resources to scan webpages and marketplaces, social media platforms, e-commerce apps, messaging apps like WeChat, payment sites, and the dark web for infringing content and listings.
It is also important for your online brand protection partner to have global marketplace coverage to allow you to do test purchases and verify product authenticity around the world. AI and machine learning capabilities can also give you actionable insights that lead to in-person shut downs and allow local law enforcement to conduct raids.
Following is a good example of one of Authentix’s clients using online brand protection technology to secure their brand:
This case is very similar to most companies that sell their products online. The company was a highstreet fashion brand that had a problem with lookalike and copycat products, posing a threat to their brand reputation and a decrease in sales. After Authentix implemented various image recognition tools that analyze and compare images against known logos and patented designs, test purchases were made and it was detected that the products were indeed infringements. The success rate from online enforcement was 98% and over 300 raids were then conducted, resulting in 8 civil litigation cases.
Evaluating Your Brand Protection Needs
Security should be integrated into your brand protection solution design from day one, not just as an afterthought. Early evaluation helps your brand with packaging design and product launches further down the road. Conducting a brand risk assessment helps determine in which markets your company is having counterfeiting issues and can help you gauge which type of security solution or solutions are the best fit for your situation. Having security technologies that give customers peace of mind the product they are purchasing is authentic, can be a great strategic advantage as your competitors struggle to add security to their products once they suffer the effects of counterfeits. Security should be a priority for long-term success so that your weak points don’t become susceptible to counterfeiters.
Authentix Customized Brand Protection Solutions
Authentix’s team of brand protection experts is ready to help your company every step of the way to protect your products with the latest and greatest security technology capabilities. Here are just some of the things you can expect when you work with our brand protection specialists:
- Assessment and advisory services
- Defining the gaps between your current practices and industry leading practices
- Specific recommendations for improvement
- Assistance with process implementation
- Forensic product analysis services
- Risk and vulnerability assessment
- Simulated detection by third parties
- Identification of possible materials used for security feature replication
- Prototype development services
- Product and packaging prototypes that incorporate security features designed specifically for you
- Implementation services
- Help managing the deployment of Anti-Counterfeiting Program technology in your facility
Contact Authentix today to learn more about how our brand protection strategies can help maintain your brand’s integrity in the global marketplace.
About Authentix
As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best known global brands on the market. Headquartered in Addison, Texas USA, Authentix, Inc. has offices in North America, Europe, Middle East, Asia, and Africa serving clients worldwide.
Is Your Brand at Risk from Online Counterfeiters in China?
|If your brand has experienced increasing difficulty enforcing trademarks and protecting intellectual property on Chinese online marketplaces and social media platforms, you’re not alone. Authentix represents some of the world’s largest and most recognizable brands with online brand protection solutions. Our team uses cutting-edge monitoring technology and expert analysis to provide customized online brand protection services including online monitoring, IP enforcement, and offline investigations to take down counterfeit listings on major online marketplaces, social media platforms, and e-commerce sites.
We provide our clients an integrated online brand protection solution unique to each company and industry that includes:
- Tracking trademark infringement online and removing offers for fake products
- Tracking pirated content online and removing infringing content
- Conducting offline investigations
- Assisting with enforcement or settlement
- Supporting with legal research and drafting
- Specialized services in China
Our machine-learning tools scan data from over 500 online marketplaces, platforms, and mobile apps — around the world and around the clock, identifying clusters of highly counterfeited products and major sites of counterfeiting. Authentix has proven to successfully reduce infringements and counterfeits on online marketplaces, social media platforms, and e-commerce websites by up to 90%.
Online Brand Protection Team in China
Authentix has a dedicated online brand protection team in China that conducts investigations both online (including through unique, crowdsourced WeChat and WhatsApp investigations) and offline. If your brand has ever come across counterfeiters originating from China, you’re not alone. Over 75% of counterfeit and pirated goods seized by US Customs originate from China. Brand owners all over the world frequently find their intellectual property unlawfully shown on Chinese ecommerce and social media platforms which serve as major distribution networks for counterfeit goods.
Enforcing your trademark in China can be incredibly problematic due to language and translation difficulties and challenges in Chinese trademark law. Our online brand protection experts specialize in enforcing IP rights in China. We have put together a free eBook to guide you through what you need to know to ensure your brand is protected from counterfeiters, including our top recommendations for brand owners. Click here to download your free guide to online brand protection in China.
Trust Your Online Brand Protection to Authentix
If you’re curious how Authentix Online Brand Protection can help protect your brand from illicit online activity in China and beyond, schedule a consultation with our brand protection experts today.
Understanding Our Clients’ Customers is Critical to a Successful Brand Protection Program
|By David Graham, Vice President, Global Brand Protection, Authentix
The anti-counterfeiting industry plays an increasingly important role in protecting brand owners by helping to prevent the financial losses and dangers to their consumers caused by counterfeit products. As a leader in brand protection, Authentix prioritizes the protection of our client’s products from fraud and imitation, preventing revenue loss and maintaining the trust of their consumers.
To provide complete brand protection and support to our clients, it is essential that we understand their customer’s issues and needs. Developing a comprehensive brand protection program relies on our fundamental understanding of their consumers so we can develop protection strategies that effectively mitigate risks and provide quality services. Doing so will build confidence and enhance satisfaction for our clients and their customers.
The Real Impact of Counterfeiting for Consumers
Understanding our client’s customers is essential in recognizing the impact of counterfeit products on their lives. Counterfeit products are typically of low quality and pose a higher risk of health issues. They often lack protective features, resulting in significant harm to end consumers.
For example, counterfeit pharmaceutical products can cause users severe harm or even death. Similarly, the use of counterfeit automotive parts can lead to serious injuries or fatal accidents on the road. The impact of counterfeit products extends beyond monetary losses for brand owners, emphasizing the importance of preventing counterfeit products from entering the market.
By better understanding the true impact of counterfeit products on our clients’ customers effective strategies can be developed, and the necessary preventive measures taken. Through improved cause-effect analysis, Authentix can better identify the probability of a product becoming compromised and explore appropriate security solutions to implement and combat these risks.
Designing Brand Protection Strategies That Attract Consumers
Authentix prioritizes the end customer experience to offer relevant and practical solutions that effectively address their needs. By understanding customer’s preferences and purchasing habits, Authentix can design customized brand protection strategies targeted at the appropriate markets. This involves identifying prevalent counterfeiting issues in specific markets and developing practical measures to promptly detect and prevent these issues, thereby safeguarding the brand from potential damage.
Understanding client and end-customer needs and preferences is an ongoing process that necessitates constant monitoring and updating. This ensures the deployment of the most suitable brand protection solution that effectively caters to the target customers. Through continuous assessment and collaboration with our clients, we can adjust and modify strategies to align with market changes and emerging consumer issues. Being adaptable and flexible in our approach and methodology is a fundamental value at Authentix, ensuring client satisfaction and security are upheld.
Retaining & Restoring Consumer Trust
Understanding the end customer experience also offers the advantage of protecting and enhancing brand reputation. Counterfeit products can severely undermine customer trust in the brand(s). By implementing effective anti-counterfeit measures and fulfilling our commitment to brand protection, our clients can preserve and strengthen their customer’s faith and confidence. This is especially crucial for companies that have encountered potential counterfeit incidents and need to restore trust among their core clientele for sustained long-term success.
Improving Revenue
Authentix places significant importance on end consumers, which directly impacts our client’s financial success. Authentix provides effective preventive brand protection measures that mitigate revenue loss by proactively addressing potential issues that may affect customers. Our efforts ensure the proper implementation of specialized brand protection programs and anti-counterfeit measures for our clients.
When customers perceive a company’s genuine dedication to product safety and attentiveness to their needs and concerns, they are more likely to remain loyal and make future purchases. Retaining satisfied and trusting customers is typically more cost-effective and less time-consuming than acquiring new customers.
Brand Protection Programs Promote Confidence
Understanding the issues and needs of our client’s customers is a fundamental aspect of a successful brand protection partnership at Authentix. We strive to safeguard our clients’ products from compromise, which can have significant financial implications and potentially harm consumer health, impacting brand credibility.
Authentix is committed to raising awareness of the crucial role that comprehensive brand protection programs play in our clients’ continued success and to providing quality and trusted brand protection solutions and services that produce excellent results. Understanding our client’s end consumer is central to our operations, ensuring optimal outcomes are achieved.
Ready to Learn More?
About Authentix
As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products.
Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best-known global brands on the market. Contact us now to see what we can do for your brand.
David Graham, Vice President, Global Brand Protection for Authentix
With over thirty years of experience managing the extensive supply chains of numerous global retail giants throughout Europe, Africa, Australia and Asia, David brings a vast amount of expertise and knowledge to the Authentix Brand Protection team.
Having worked closely with Brands over the years—living and working in these continents—David is able to bring a better understanding and appreciation of what Brands are looking for to better secure their products in the hectic world of global brand protection and anti-counterfeiting.
To learn more about our brand protection solutions and how we can help you, please email David at David.graham@authentix.com.
Can a Company Be Truly Sustainable Without Considering How to Prevent Counterfeiting?
|By Mike Consterdine, Brand Account Development Manager
Globally, many companies have committed to the fight against plastic pollution, with manufacturers changing components and materials to produce more recyclable packaging. The time and investment put into this sustainability goal is also a balancing act with businesses becoming carbon neutral.
However, a sometimes forgotten consideration is that counterfeit products entering the supply chain may lack sustainable materials and are often unsafe and non-compliant. In this light, an essential component of sustainability efforts is to prevent counterfeiting.
The main motivation for those conducting illicit trade is financial gain. Therefore, there is an overwhelming argument that sustainability is not considered in the manufacturing, distribution and sale of counterfeit products. Counterfeiters manufacture these goods in factories that are often unregulated and include cheaply sourced and substandard materials that are not only harmful to workers but also contribute to the pollution of the environment.
So the question is, can companies truly achieve sustainability while at the same time not considering or having a plan to remediate counterfeit goods? We’ll see that sustainability and counterfeiting prevention go hand-in-hand.
The Impact of Counterfeiting
While it’s well-known that counterfeiting and intellectual property infringement supports organized crime, there are also other societal impacts to consider:
- Illicit trade rings traffic people across borders for exploitative labor, often in abhorrent conditions with little or no compensation.
- Across multiple sectors, including apparel, consumer goods, cosmetics, electronics and pharmaceuticals, counterfeit products have been proven to contain hazardous and toxic elements. When those products come into contact with a person or are consumed, they can be harmful or even fatal.
- Counterfeit or non-compliant products may find their way into legitimate manufacturing and distribution channels, compromising supply chain integrity. This results in companies being unable to prove that the product or process adheres to company sustainability statements and practices.
- When counterfeit products are seized, there is an opportunity to reuse or recycle them. However, de-labeling a branded item is not always possible as this process can also be costly, and some product materials are unsafe to reuse. In these circumstances, the products will be destroyed by court order, impacting the environment with further waste and pollution.
The ability to prevent counterfeiting substantially reduces all these risks.
How to Prevent Counterfeiting
There are many ways companies can prevent counterfeiting. First, they should conduct a comprehensive review of intellectual property rights and supply chain channels. This process will provide insight into the strengths and weaknesses of company processes and their IP portfolio. The results allow efficient and effective decision-making by legal, regulatory and enforcement teams and support sales, marketing and operational divisions.
The next essential step, even if the company has an in-house brand protection specialist, is collaborating with key partners. These partners can include regional enforcement teams, online brand protection service providers and those who are experts in securing products through authentication and traceability solutions.
An online brand protection company can assess the market while providing an overall view of the extent of the IP infringement problem, whether that be in counterfeit, design or copyrights. Engaging a third-party provider for brand protection services assists in time management. They also can conduct online takedowns and provide actionable intelligence for prioritizing offline targets.
By applying a unique and secure identifier to a product or packaging, a product can be authenticated or tracked through its lifecycle, with all data on the product stored in a cloud-based platform for various business functions. Consumers or field investigators also can immediately authenticate a product by scanning the identifier via an app, a forensic reader or a mobile/cellular device.
By implementing these strategies, a company can mitigate its risk of counterfeiting, diversion and non-compliant products entering the legitimate supply chain.
Return on Investment
Brand protection can be seen as a cost center. But a return on investment can be determined by increased consumer confidence through fewer customer returns, higher sales driven by the removal of infringing online content and offline target prioritization. Brand protection can also help avoid costly product recalls, which will likely increase emissions, representing another link between preventing counterfeits and sustainability.
Implementing secure brand protection technologies can also lead to more efficient processes and less waste, supporting company sustainability initiatives.
Combining Sustainability and Counterfeiting Prevention
While counterfeiting can be deemed a byproduct of a successful business, it can irreparably damage a brand’s reputation with customers and the general public. It also invites questions regarding what the intellectual property rights holder is doing to prevent unregulated, often harmful, illegal practices.
Corporate social responsibility is often seen as a buzzword. But, when it comes to consumer trust and sustainability statements, it is imperative to consider all factors. Reviewing component sourcing, manufacturing processes, policies and regulations is only the start to increasing sustainability.
Brand protection, online and offline, is more than “stopping the fakes.” It’s also about protecting reputation, human life and the environment.
Ready to Learn More?
Trust Your Brand Protection to Authentix
As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided our clients with physical and software-enabled solutions to detect, mitigate and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Brand protection is an integral component of our services.
Through our proven client partnership model and sector expertise, we offer custom solution design, rapid implementation, consumer engagement and complete program management to ensure product safety, protect revenue and maintain consumer trust and loyalty for the best global brands on the market. Contact us now to see what we can do for your brand.
Mike Consterdine, Account Development Manager for Brand, Authentix
Mike Consterdine has been involved in the Brand Protection industry for nearly 15 years, helping brands secure their products through protection and enforcement of their IP portfolio. Having worked as an external investigator for a number of global luxury and apparel brands, Mike also developed and managed the international enforcement program for a leading consumer electrical appliance manufacturer.
Using his wealth of knowledge in the field he is able to consult brand owners on best practices in anti-counterfeiting and anti-diversion programs. Representing Authentix, Mike will be able to outline how secure product marking enables authentication and traceability, whilst online to offline brand protection enables business growth.
Mike explains that Brand Protection is “a passion as well as a profession, protecting people is the reason. Whether you have counterfeiting, diversion or fraud issues, it’s key to be proactive and collaborate with your network to be successful in any Brand Protection program.”
To learn more about our brand protection solutions and how we can help you, please email Mike at Mike.consterdine@authentix.com.
Are Companies Held Liable For Fake Products?
|By the Authentix Brand Protection team
Brand protection often isn’t the first thing on a company’s mind as they launch a new product. When a company sets out to design a product, they want it to be a hit. They strive to make it useful and helpful to people, and they want their customers to trust and love the new product. Many brand owners refer to their products as their “baby” due to the long and challenging process to get it just right, in addition to the thought and testing that goes into the product research and development process.
One of the most powerful practices a company should apply to their products is often overlooked and that is brand protection, which can protect a company from unforeseen liability costs and customer mistrust in emerging or gray markets. Estimates vary, but the total amount of counterfeit goods impacting the job market is astonishing — it’s responsible for the loss of 2.5 million jobs globally.
When Brand Reputation is on the Line
An expression often used in sales states, “You are only as good as your last deal.” Similarly, brand reputation plays a significant role in the sales of most products. More than ever, customers are informed and do their research, reviewing competitors and finding the best deal according to various factors such as quality, cost, and reputation. A positive brand reputation can take years to build and only moments to collapse. (For example, in 2019, Nike pulled its products from the Amazon marketplace in part to try to lessen the damaging effects that counterfeit goods were then having on its brand). A brand’s positive reputation can be ruined due to a counterfeit product damaging someone’s skin, hair, body, or health.
Any product that is a premium brand and popular (e.g., car parts, cosmetics, pharmaceuticals, clothing, or even bed sheets) will be counterfeited at some point and can severely damage the reputation of the brand name. It can take many years and a significant amount of money in marketing and legal fees to rebuild public trust. The risk of this predicament can be materially reduced or even avoided with an investment in a brand protection program right from the start.
Forgoing Brand Protection Is Not an Option
When companies decide to forgo a brand protection program for the release of a premium product, several adverse outcomes can occur. The product may end up in non-targeted marketplaces where consumers find counterfeited or unauthorized and often heavily discounted versions. In many cases, this could also happen with brand owners’ third-party manufacturers producing unauthorized products for their own benefit.
In these cases, brand owners may also be held liable for those counterfeit products because there is little way to prove the provenance or authenticity of the fakes vs. the legitimately produced goods. For example, if a consumer in the marketplace gets hurt by an unauthorized or fake product, the brand owner is often exposed to liability. The legal fees can pile up quickly with no end in sight, all while product sales drop due to the lack of consumer trust.
In addition to counterfeited products, there is the gray market where consumers may find a company’s genuine products sold by unauthorized distributors at deeply discounted pricing, such as being sold out of the “back of the truck” or through other nonstandard channels. These may include expired or out-of-season products where the selling price is much less than the Minimum Advertised Price (MAP).
Supply Chain Physical Visibility & Traceability Simplified
Navigating a solid brand protection program does not have to be overly complex or challenging to implement. For example, putting a digital identifier or UIM on a product is much like putting a license plate on a car. That plate’s unique letter and number combinations should only be found on the exact vehicle with matching registration.
The same goes for placing a security taggant and/or a secure digital code on a product — it is only made for that specific product. The quantity and size of the product’s merchandising and packaging will determine the best security feature(s) needed to later identify the authenticity and unique attributes belonging to the product.
A covert or visible encrypted QR code with a unique, serialized item level ID can provide track-and-trace insight for a brand owner. This can provide much-needed supply chain visibility and uncover gray market diversion. If there is a question of the authenticity of a product, a consumer or inspector can check for various covert and/or overt security features (depending on the brand protection program the brand has in place).
For example, when a company’s product is entering the country of destination, the border patrol can easily detect the proper security taggants and confirm the validity of the product, allowing it to reach the distribution and retail channel much faster without delays in customs.
Online Brand Protection for Added Peace of Mind
Online brand protection is another factor to consider. If a product is sold in an online marketplace, there are tools today that can make the authentication process even easier. Many providers now have image searching and can digitally compare images for authorized licensed goods offered on non-authorized sites. Also, as part of online brand enforcement efforts, inspectors can view the product image for special overt security features to help identify these suspect products.
Today’s modern online brand protection advancements allow for identifying fake products and providing ancillary services such as cease-and-desist letters and a formal process to request site takedowns from legitimate or dark web marketplaces. Online brand protection services can perform sample buys and help find, chase, catch, and investigate infringing operators in multiple marketplaces, shutting them down and further protecting your trademark.
Consumer Engagement & Authentication Significant to Growth
For traditional core brand protection programs, the growing trend of merging consumer engagement with digital product authentication in a single platform can be insightful for a growth-minded strategy. There are many technology options for both brand owners and authentication providers in developing these hybrid and dual-purpose programs. Such services allow consumer interaction for marketing purposes while forming large data sets to detect trends as the product’s journey is tracked.
As consumers become more vigilant and seek genuine products when shopping for premium brands, including a consumer engagement feature also provides an effective means of protecting products. Moreover, it enables direct engagement with loyal consumers to help increase both customer interaction and continued brand loyalty.
The Value of Complete Brand Protection
The return on investment of implementing a brand protection program from the beginning of a product’s introduction to the market is a valuable and worthwhile investment for several reasons. It can help detect fake or unauthorized products quickly, mitigate potential liability costs that may result, and help support a brand owner’s preferred market pricing by avoiding unauthorized gray market activity. Being able to police all third-party manufacturers can also be a crucial result of a well-implemented brand protection program.
Ready to Learn More?
About Authentix
As the authority in authentication solutions, Authentix brings enhanced visibility and traceability to today’s complex global supply chains. For over 25 years, Authentix has provided clients with physical and software-enabled solutions to detect, mitigate, and prevent counterfeiting and other illicit trading activity for currency, excise taxable goods, and branded consumer products. Through a proven partnership model and sector expertise, clients experience custom solution design, rapid implementation, consumer engagement, and complete program management to ensure product safety, revenue protection, and consumer trust for the best-known global brands on the market. Headquartered in Addison, Texas USA, Authentix, Inc. has offices in the North America, Europe, Middle East, Asia, and Africa serving clients worldwide. For more information, visit https://www.authentix.com.
Footnotes
1 BASCAP, Estimating the global economic and social impacts of counterfeiting and piracy, Frontier Economics, 2011
2 Elizabeth Segran, Nike tried playing nice with Amazon. Here’s why it didn’t work, Fast Company, 2019