New tracking operation for EU tobacco

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Dentsu Tracking is collaborating with the European Commission and the European Union to operate a track and trace system as part of EU legislation on tobacco management.

The Dentsu Tracking solution guarantees that the track and trace system is under control of public authorities, including access to the collected data, as required by the Tobacco Products Directive (TPD) and the WHO Framework Convention on Tobacco (FCTC) Protocol.

“As far as we know, this is the world’s first solution giving 360 visibility of the supply-chain across an entire industry.

“We are honoured to work with the European Commission and the EU Member States,” said Philippe Castella, Managing Director of Dentsu Tracking.

“It is a unique project allowing 28 Member States on one single platform to track domestic and transnational sales, as well as products exported outside of the EU.

“No other platform is connecting this volume and complexity of data.” Continued Castella.

The economic operators involved in this project are required to report all tobacco product movements and related financial information. This information is collected and stored in a central system, operated by Dentsu Tracking. The necessary reporting, queries, business analytics, and alerts are provided as part of the Dentsu Tracking solution.

Economic operators (producers, distributors, shop owners etc.) across the EU have begun to register themselves, and their facilities in the system. Commissioner for Health and Food Safety Vytenis Andriukaitis said: “The establishment of the European system of tobacco traceability and security features marks an important milestone in the EU’s fight against illicit trade in tobacco products.

“This has been an extremely ambitious project, against a very tight timeline set by the co-legislators, and I am therefore especially pleased to see that the systems have started working.

“I would like to thank all actors involved who helped to make this happen, and I count on their continuous efforts in the initial days and weeks ahead of us, in order to ensure that this project is a success both for our Member States and the EU as a whole.”


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