Retailers’ Guide to Altria’s 2026 DTP and Upcoming Scan Data Rules

Altria’s 2026 Digital Trade Program (DTP) is set to reshape how retailers participate in scan data programs and digital offers. With the upcoming scan data rule changes, staying compliant isn’t just a requirement – it’s critical for earning incentives, participating in new digital offer programs, and validating age verification for tobacco sales.

In this blog post, we’ll break down everything retailers need to know about the 2026 DTP: the key updates to Tier 2 and Tier 3, the new Tier 4, the benefits of compliance, and how FTx POS can help make the process seamless. By the end, you’ll have a clear roadmap for staying compliant and maximizing your rewards.

Overview of Altria’s 2026 Digital Trade Program

Altria’s 2026 DTP is more than just an update – it’s a whole new way for retailers to manage scan data, digital offers, and compliance. Staying on top of these changes ensures your store can take full advantage of incentives, participate in personalized programs, and maintain accurate reporting.

In this section, we’ll break down how the DTP model works, key implementation timelines, and the benefits retailers can enjoy by staying compliant.

What Is the DTP model?

The DTP is Altria’s updated framework for managing scan data, incentives, and digital engagement. It’s designed to make reporting easier, improve accuracy, and give compliant retailers access to premium programs, like Personalization Plus (P+).

Timeline for implementation and important deadlines

Retailers need to pay close attention to rollout dates. Deadlines ensure you stay eligible for incentives and avoid gaps in participation. Exact dates vary by tier, but early adoption is strongly recommended to maximize benefits.

Benefits for Compliant Retailers

Staying compliant with Altria’s 2026 Digital Trade Program (DTP) isn’t just about following the rules — it unlocks real, tangible advantages that can positively impact your store’s operations, customer engagement, and bottom line.

• Regular Incentives and Rebates – Compliance ensures your store is eligible for consistent rewards, including cash rebates and promotional funds. These incentives help offset costs and make participating in Altria’s programs financially worthwhile.
• Verified, Accurate Scan Data Reporting – By maintaining accurate and timely scan data, your store reduces reporting errors and avoids gaps in program eligibility. Accurate data also helps Altria understand your sales patterns, ensuring you receive the correct rewards and offers.
• Access to Personalized Promotions and Offers – Compliant retailers can use programs like Personalization Plus (P+), which delivers tailored promotions to adult tobacco consumers. This means your store can run targeted campaigns, strengthen loyalty, and increase sales through offers that resonate with your specific customer base.
• Stronger Partnership with Altria and AGDC – Compliance signals that your store is a trusted partner. This opens doors to premium programs, early access to new promotions, and closer collaboration with Altria and AGDC, helping your business stay ahead of the curve in the competitive tobacco retail market.

Changes to DTP by Altria Group Distribution Company (AGDC)

Altria’s 2026 Digital Trade Program (DTP) is bringing some significant updates, especially for retailers at Tier 4. One of the most exciting additions is the Digital Accelerator Program, which gives retailers assigned funds to create targeted offers and promotions.

The goal is simple: make it easier to engage customers, run campaigns, and maximize incentives –all while staying compliant. With FTx POS, managing these campaigns becomes seamless.

Click to Card Promotions:

Retailers receive a fund – for example, $5,000 – that can be allocated across digital coupons in a few ways.

Some illustrative scenarios include:

• 1,000 coupons at $5 each
• 2,000 coupons at $2.50 each

This flexibility allows stores to tailor their campaigns to their customers and sales goals, making it easier to reward loyalty and drive engagement.

In-Store Discounts:

Assigned funds can be used to offer discounts to loyalty member IDs (LIDs) in your database. Discounts are limited to the amount of allocated funds and must be set to the classification Account Funded in scan data reporting to ensure compliance.

Updates in Tier 2

Assigned funds can be used to offer discounts to loyalty member IDs (LIDs) within your database. The total value of discounts cannot exceed the allocated fund amount and must be classified as Account Funded in scan data reporting to maintain compliance.

Interested in how age verification technology fits into your compliance strategy? Explore our blog post to see how the right POS system can help your store prevent underage sales, stay compliant, and easily meet DTP requirements.

Updates in Tier 3

Tier 3 builds on its existing requirements with an enhanced focus on Electronic Age & Identity Verification (EAIV). While EAIV isn’t new to Tier 3, the 2026 updates raise the bar, requiring more robust verification processes. Additionally, Tier 3 now includes more stringent scan data submission standards, helping retailers maintain accuracy and remain eligible for incentives.

Addition of Tier 4

Tier 4 is the new top tier, designed for high-performing retailers who want to maximize rewards. Key features include:

• Access to the Digital Accelerator Program for managing targeted coupon and discount campaigns
• Full Personalization Plus (P+) participation, giving tailored promotions and insights based on store performance
• Premium incentives to reward engagement and top performance

Personalization Plus (P+):

P+ helps retailers connect with adult tobacco consumers in a smarter, more personalized way. It delivers data-driven promotions and offers, making it easier to increase customer engagement, participation in digital offers, and overall program rewards – all while staying fully compliant.

Curious how these programs play out in a real store? Our scan data case study shows how one retailer boosted sales and maximized incentives using FTx POS.

Requirements for Incentives: From Tier 1 to Tier 4

Altria’s 2026 Digital Trade Program (DTP) structures retailer participation across four tiers, with each level building on the previous one.

Here’s a clear breakdown of what’s required at each tier:

Tier 1

ATOC (Altria Tobacco Operating Company) Scan Data Reports Submission – This is the baseline requirement. Submitting accurate scan data is essential for participating in any digital program and unlocking incentives.

Tier 2

Age Verification Technology (AVT) – Ensures that tobacco sales are made responsibly, only to adults.

Tier 3

Electronic Age & Identity Verification (EAIV) – Strengthens compliance and improves data accuracy, building on the existing Tier 3 requirements.

Tier 4

Tier 4 is the top level, designed for high-performing retailers who want to maximize incentives and engage customers in more personalized ways.

Requirements include:

• Personalization Plus (P+) – Access to tailored promotions and offers based on your store’s performance.
• Responsible Marketing – All offers must be restricted to adult customers (21+).
• Email & In-App Promotions – Targeted outreach to loyalty members and verified consumers.
• Submission of Activity Logs & Reports – Track and verify all program activities to maintain compliance.
• Product-Level Data – Detailed reporting ensures every stock keeping unit (SKU) is accounted for and incentives are calculated accurately.

Want a deeper dive into how scan data incentive programs work and how to choose the right one for your store? Check out our guide now.

Requirements for Getting Categorized Under Tier 4

To qualify for Tier 4, retailers need to meet several key requirements that ensure data accuracy, security, and compliance:

• Auto-Mapping of Product Data – Every product must be correctly coded and organized, so your scan data is accurate and reliable.
• Automatic Scan Data Reporting Submission – Automating reporting removes manual errors and streamlines compliance, making it easier to stay on track.
• Complete Product Data – All SKUs in your store must be fully accounted for, giving you a clear picture of inventory and sales for incentive programs.
• Safe Data Transition – Sensitive data must be handled securely to protect both your customers and your store.
• Validated Data Reporting – Accuracy is critical. Tier 4 eligibility depends on submitting verified, consistent data that meets AGDC standards.

Benefits of Staying Compliant with the Updated DTP

Staying compliant with the 2026 DTP isn’t just about meeting rules — it unlocks real advantages for your store:

• Regular Incentives and Rebates – Earn consistent rewards for meeting program standards.
• Verified & Accurate Reporting – Reduce errors and ensure your store remains eligible for all incentives.
• Advantages of the P+ Program – Engage adult tobacco consumers with personalized promotions and data-driven insights that make every interaction more meaningful.
• Responsible Product Advertisements – Maintain trust with your customers while staying compliant with age verification and marketing standards.
• Partnership with Manufacturers & AGDC – Strengthen relationships and gain better access to programs, promotions, and future opportunities.

Conclusion

The 2026 Altria Digital Trade Program (DTP) brings major updates for retailers: Tier 4 is introduced, Tier 2 and Tier 3 have been refreshed, and new digital engagement opportunities like Personalization Plus (P+) are now available. Compliance isn’t just about checking boxes — it’s your gateway to incentives, rewards, and a stronger partnership with Altria and AGDC.

Getting a head start really pays off. Aligning your store with the new DTP now ensures a smooth transition, uninterrupted access to incentives, and full participation in all digital programs. Waiting could mean missing out on opportunities and rewards.

FTx POS makes it simple. With automated scan data submissions, seamless coupon management, and full P+ integration, it keeps your store compliant, secure, and ready to make the most of Tier 4 benefits.