Surprisingly, the Commission did not organize a public tender for this part of the system,
awarding the contract directly to Dentsu.
If EU officials are serious about building a truly independent traceability system, and curbing Big Tobacco's worst excesses,
they must reverse the decision to appoint Dentsu and reconsider their approach to the tobacco industry.
Dentsu is supposed to be independent,
but in fact the company is intrinsically linked to the tobacco industry through its 2017 acquisition of Blue Infinity, a digital transformation specialist whose own track-and-trace solution, AIT Central, is based on Codentify.