The increasing threat inherent to counterfeited drugs requires coordinated effort among multiple actors with diverging interests. Although multiple initiatives exist, no comprehensive and promising development and diffusion of a commonly applicable and interoperable solution has taken place so far. Agreeing on standards is an essential step on the road to a successful initiative on drug counterfeiting. To facilitate standardization, especially the initiation of a standardization process, we propose the concept of Living Labs as an innovative developing and testing environment serving multiple purposes. Testing solutions in real-life-contexts, aligning multiple interests and resulting in a pre-standard and a proof-of-concept are the advantages of this concept which facilitate the participation and coordinated action among a broad set of different stakeholders.