A year ago, on May 21, Europe officially implemented the tobacco tracking system in accordance with the requirements of the EU tobacco products directive (EU TPD). Dentsu tracking, a brand of Dentsu aegis network, has cooperated with the European Commission and its 27 member states to design and implement technical solutions for the supply chain control of the whole European tobacco industry in accordance with the FCTC protocol of the World Health Organization.
So far, the system has tracked 32 billion products and 5 billion events of more than 750000 registered economic operators in 27 EU Member States. In terms of the total number of products and events tracked, this is the largest platform in the world today.
Philippe Castella, managing director of Dentsu tracking, said: “the system required by the EU tobacco products directive sets a precedent in the world and can effectively help the government strengthen its control over the supply chain. The current design and architecture of the system has set up a new technical standard, which has been successfully implemented in the first year. “
“This European system sets strict standards for compliance, requires that every link of the supply chain be fully traceable, and uses an innovative method to implement the relevant provisions of the protocol. It also provides a model for future supply chain innovation and regulation in other industries such as beverage. “
Working with the government to fight against illegal trade
Today, governments and law enforcement agencies across the EU are using the system to fully monitor the entire tobacco supply chain.
Benjamin phelip, director of sales and marketing at Dentsu tracking, said: “with this system, relevant departments can obtain Data-Driven Insights from a huge data pool, and promote the implementation of supply chain control policies on this basis, while also using these insights to reduce the supply of illegal products.”
National governments and relevant departments can use the data and visibility services provided by EU secondary repository (designed, implemented and operated by Dentsu tracking) to identify abnormal trade patterns and promote innovation of tobacco control policies, so as to help fight against illegal trade more effectively.
Dentsu tracking’s solution ensures near real-time data availability, responding almost immediately to queries at the macro level (such as identifying trends and anomalies, or market statistics) or at the micro level (such as checking and verifying a single cigarette case, a warehouse or a truck).
Because of its scale and compliance with regulatory requirements for online execution, the solution is more stringent than any other existing system. Online execution means that data is not only stored passively, but each link has a process of data reporting, verification and authorization, all of which are completed in less than 60 seconds.
This means that the system tracks billions of products with unique tracking marks on the outer packaging of manufacturers and retailers across Europe at thousands of sites.