Dentsu’s news system launches on 1 July

Confusion over a new tobacco track & trace system has prompted the ACS to warn retailers not to delete and ignore emails from the new provider.

Because the new provider’s name, Dentsu, is unfamiliar to retailers, many are believed to have deleted or ignored important emails as possible scams, which has the potential to jeopardise their ability to continue selling tobacco. 

The ACS has also issued advice on retrieving deleted emails from the new provider.

Dentsu’s new system launches on 1 July, as it takes over from existing provider De La Rue (DLR).

Dentsu emailed retailers this week to inform them of their automatic registration transfer from DLR to the new system.  

The ACS has warned retailers they must not delete a second email, due next week, as it requires them to activate their new account and register on the system. Failure to do so will leave them unable to access a track & trace account. 

“It is important that retailers are looking out for emails from Dentsu and that they familiarise themselves with the upcoming changes to the tobacco track & trace system to ensure that they can continue to sell tobacco products in their store,” said ACS CEO James Lowman.

The system traces tobacco products manufactured in or imported into the UK through the supply chain to individual retail outlets, with the aim of reducing the circulation illegal tobacco products.

On 1 November 2021, the HMRC appointed Dentsu Tracking as the new provider in a five-year concession contract.

Jan Hoffmann, Dentsu director of government business, said: “Dentsu Tracking brings a wealth of experience and expertise in supply chain control.

“We are thrilled to team up with HMRC in their fight against the illicit tobacco trade, delivering a track & trace system tailored to the specifics of the UK market.

“The system provides HMRC with a high level of government control over the tobacco supply chain, allowing enforcement bodies to detect the different forms of illicit trade and curb the circulation of non-compliant products.”