Abstract: A method, system and apparatus for verifying the authenticity of a product are described. A verification center is maintained which can communication with a database. A verification card is supplied to a consumer in association with a product whose authenticity is to be verified. The consumer can contact the verification center and convey a unique identifier found on the verification card. Records stored in the database are checked to determine if the unique identifier is genuine and if the unique identifier has been previously conveyed. If the unique identifier is not genuine or has been previously conveyed, the consumer is informed that the product may be counterfeit. If the unique identifier is genuine and has not been previously conveyed, the consumer is informed that the product is authentic and record is made in the database indicating that the unique identifier has been conveyed.