There is disclosed a method of identifying a product involving generating a code unique to the product, said code being provided by a multitude of individual identifiers, applying the multitude of the identifiers of the code to the packaging of the product as a pattern to identify the product. The method also involves applying a sub-set of two or more of the multitude of the identifiers of said code to the product, said sub-set of the multitude of the identifiers of the code being applied so they will be presented in the same pattern order as they appear in the pattern order of the multitude of the identifiers of the code applied to the packaging. The product can be identified with a reasonable likelihood of being a genuine product by determining that a presented pattern order of the sub-set of the multitude of the identifiers applied to the product corresponds to a presented pattern order within the multitude of the identifiers applied to the packaging.