The invention provides a process/system that validates the authenticity of the product UPC, EAN, JAN, RFID, EPC and/or equivalent code, in real-time, while a transaction is taking place. A database is preferably maintained including a list of suspected false or counterfeit UPC, EAN, JAN, RFID, EPC, and/or equivalent number or first digits, and further includes a list of key descriptive text or numbers found on a product or a product's packaging that will either corroborate or contradict the real brand name with the brand encoded in the UPC, EAN, JAN, RFID EPC, and/or equivalent number. The invention allows a transaction if the item is not found in the database of suspect or counterfeit items, or if all of the identifiers match a record in the database; otherwise, the transaction is denied.