A method of measuring the fluorescence of a fluorescent marker compound dissolved or dispersed in a bulk material includes: (a) measuring a characteristic of the fluorescence of a mixture of said bulk material and said fluorescent marker compound; (b) quenching the fluorescence of the fluorescent marker compound to produce a quenched mixture; (c) measuring the characteristic of the fluorescence of the quenched mixture; (d) comparing the fluorescent characteristic of the mixture with the fluorescent characteristic of the quenched mixture; and (e) correcting the measured fluorescent emission characteristic for the effects of the absorbance of the bulk material. The measurement may be further corrected to account for the absorbance of the material which is also known to have an effect on the measured fluorescence. A method of tagging and identifying a bulk material with a fluorescent marker compound, and an apparatus for carrying out the methods are also described.