A LinkedIn Live Recap Featuring Julien Faury at Antares Vision Group
EU Hub alerts now create measurable compliance risk for pharmaceutical manufacturers. National systems operate across Europe. Pharmacies scan serialized packs before dispensing. Every mismatch triggers an alert investigation.
As more countries reach full operational enforcement under the Falsified Medicines Directive, alert volumes increase. Manufacturers must respond faster, document investigations, and manage country-specific procedures.
This LinkedIn Live session examined how the EU alert system works, why alert volumes are growing, and what pharma teams should do now to stay compliant.
Watch the Full LinkedIn Live Recording
🎧 Listen to the full recording📄 Transcript included below
Key Takeaways from the Discussion
EU Alert Activity Is Increasing Across Europe
The Falsified Medicines Directive requires prescription medicines in Europe to carry a Data Matrix code. This code contains serialization and product data.
Manufacturers upload that information to the European Medicines Verification System (EMVS). The EU hub distributes the data to national verification systems.
When pharmacists dispense medicine, they scan the pack. The system confirms whether the serial number matches the stored record.
If the system detects a mismatch, it produces a negative scan and triggers an alert investigation.
The regulation entered force in 2019. Many countries introduced stabilization periods to prevent supply disruptions during early implementation.
Those transition periods are now ending. As national systems operate at full capacity, alert volumes continue to increase.
Most Alerts Come From Operational Issues
Actual counterfeit cases remain rare.
However, approximately 1–2% of scans generate alerts across Europe. With billions of scans each year, that percentage still creates significant investigation volume.
Common alert causes include:
- Serialization batch data not uploaded correctly
- Products scanned after decommissioning
- Quality samples accidentally entering distribution
- Scanner configuration errors in hospitals or pharmacies
Alert Investigations Require Cross-Functional Teams
The Marketing Authorization Holder (MAH) carries responsibility for alert investigations. Several internal teams typically support the process.
Teams Typically Involved:
- Serialization teams reviewing product data
- Products scanned after decommissioning
- Quality samples accidentally entering distribution
- Scanner configuration errors in hospitals or pharmacies
A clear root cause must be identified and documented. When no cause is found, escalation procedures may require authority notification.
Operational coordination matters because regulators expect complete investigation records.
National Systems Operate With Different Response Requirements
The European verification network includes more than twenty national systems. Each country operates under its own investigation procedures and timelines.
Example National Requirements
- France requires notification to the NMVO within one working day for certain data issues
- Poland requires corrective action and notification within two working days
- Spain expects notification within seventy two working hours
- Germany allows up to seven calendar days for corrective action
Many countries treat two working days as the core response benchmark. Escalation may occur when companies fail to identify a root cause within that period.
For manufacturers selling across multiple markets, this variation creates operational complexity.
Alert Closure Depends on National Verification Organizations
Manufacturers investigate alerts. National verification organizations control final closure.
Companies may submit investigation responses through the EU Alert Management System. Some countries accept responses through this centralized platform.
Others require submissions through national systems or direct communication channels.
Manufacturers must also retain investigation documentation for ten years under the regulation.
This requirement makes internal alert management systems essential for compliance.
Compliance Risk Applies to Both Large and Small Companies
Large pharmaceutical companies process higher alert volumes, which increases operational pressure on investigation teams.
Smaller companies face different risks. Many depend on a limited number of products or markets. A blocked product can interrupt supply and revenue.
Regulators focus on response timelines. Failure to respond may lead to enforcement actions or market restrictions.
Every organization must maintain a structured alert management process.
Action Steps for Compliance Teams
Review alert investigation procedures
Ensure teams understand how alerts move through the organization.
Map national response timelines
Document notification deadlines for each country where products are distributed.
Validate serialization data uploads
Many alerts originate from incomplete or incorrect batch uploads.
Maintain investigation records
Alert investigation data must remain available for ten years.
Confirm partner support
Contract manufacturers and logistics partners must support alert investigations when packaging or distribution issues arise.
Download the EU Alert Management Guide
EU alert management now operates in a real-time serialized supply chain. National response timelines differ. Alert volumes continue to grow.
Companies must align processes, teams, and systems to manage alerts across multiple markets.
For a deeper analysis of country requirements, investigation workflows, and operational expectations, download the full guide:
EU Alert Management in 2026 – SLA Models, Country Differences, and Operational Requirements
The guide explains:
- National SLA timelines across EU markets
- Alert investigation workflows
- Roles of MAHs, NMVOs, and regulators
- Operational models for serialization teams
Download the guide to prepare your organization for EU alert management in 2026.
🎙️ LinkedIn Live Transcript: EU Hub Alerts and Compliance Risk
Below is the full transcript from the LinkedIn Live session, lightly edited for clarity and formatting.
Snezhi Todorova: Hello everyone and welcome to our EU Hub Alerts and Compliance Risk session. Thank you for joining us today.
Today I’m joined by Julien Faury, who will discuss compliance risks, key issues, and what pharmaceutical teams should know about EU alerts.
Please feel free to introduce yourself in the chat and share where you are joining from. You can also post questions there. We will try to keep this session interactive and answer as many questions as possible.
Julien, over to you.
Click to expand full transcript
Julien Faury: Good morning and good afternoon everyone. Thank you for joining us today.
For those who don’t know me, I’m a Product Manager and Strategy Expert at Antares Vision Group. I manage some of our cloud products related to serialization, track and trace, and supply chain traceability.
Today we’re going to talk about EU alerts. At the moment it’s a topic receiving a lot of attention inside pharmaceutical organizations, and we wanted to explore how companies can better manage it.
Today’s session will be about thirty minutes including the introduction.
One of the key drivers behind the rise of alerts right now is the increase in both volume and complexity. More countries are connecting to the alert hubs, which increases the number of alerts generated. At the same time, expectations around EU alerts are increasing across many countries.
There is also increasing pressure on manufacturers to respond to alerts and properly document those responses. Compliance risks are becoming more visible.
The Falsified Medicines Directive has been active since 2019. However, the way it was implemented allowed flexibility to avoid disruptions in the market. Some countries had stabilization periods lasting two or three additional years.
For example, Austria only ended its stabilization period earlier this year in February. That’s quite recent.
Because more countries are now fully active and operational with the regulation and systems, compliance risks, including potential sanctions and product disruptions, are becoming more relevant.
Pharmaceutical products in the EU must comply with the Falsified Medicines Directive. Since 2019, products dispensed in pharmacies must carry a Data Matrix code containing security and identification data.
When pharmaceutical companies package their products, the data from those codes must be uploaded into the European Medicines Verification System hub.
This hub forwards the data to national systems.
For example, if the manufacturer is in Germany but the product is sold in France, the manufacturer sends the data to the European hub and the French national system receives it.
When you go to a pharmacy today, the pharmacist scans the Data Matrix code before dispensing the medicine. The system responds and confirms whether the product is valid.
If the system detects a problem, the pharmacist must quarantine the product and wait for instructions.
Snezhi Todorova: What exactly does it mean when the system flags a product as problematic?
Julien Faury: It means the data inside the Data Matrix code does not match the information stored in the system.
For example, the serial number may already have been scanned somewhere else, or the expiry date may not match the expected value.
When this happens, the system produces a negative scan and the EU alert management process begins.
The company responsible for responding to the alert is the Marketing Authorization Holder, the company whose name appears on the product.
Inside that company, several teams may become involved. These include serialization teams, packaging operations, supply chain teams, and quality teams.
Although real counterfeit cases are rare, about one to two percent of scans fail in Europe. Because billions of scans occur each year, this still produces a large number of alerts that must be analyzed to determine whether any represent real counterfeits.
Julien Faury: At the moment there are twenty seven national systems covering more than thirty countries.
Even non EU countries such as Switzerland participate because they want to protect their pharmaceutical markets.
Each country has its own processes, contacts, and response timelines.
For companies selling products in multiple countries, managing alerts becomes increasingly complex.
Many alerts are also false positives. Hospital staff sometimes scan the same box multiple times when dispensing doses to patients. After the first scan the box is already decommissioned, so additional scans trigger alerts.
Scanner configuration issues can also create alerts if barcodes are not read correctly.
One of the first steps for manufacturers when they receive an alert is determining whether the alert is actually their responsibility.
Alert management requires coordination between teams, systems, and partners.
Companies should review whether they have proper procedures, whether they know the contacts for national systems, whether they can respond within required timelines, and whether their partners such as CMOs can support investigations.
These questions involve people, processes, and tools.
Snezhi Todorova: Thank you, Julien.
For those who would like to explore country requirements in more detail, we have compiled a comprehensive guide. If you would like access to it, simply comment “Guide” in the LinkedIn session and we will send it to you.
Thank you everyone for joining us today.
