Changes to Digital Trade Program 2026 & Personalization Plus (P+) By AGDC

If you’re selling age-restricted products, staying on top of Altria’s 2026 Digital Trade Program (DTP) and the upgraded Personalization Plus (P+) isn’t optional – it’s how you stay compliant, competitive, and rewarded. Updating your systems ensures you stay eligible for discounts, incentives, and promotional rewards.

But what happens if you don’t update? Simply put, you could miss out on incentives, fall behind in responsible marketing compliance, and lose your competitive edge.

On top of that, AGDC (Altria Group Distribution Company) is rolling out Tier 4, a new level with advanced requirements and benefits, while Tier 2 and Tier 3 retailers face updated obligations. P+ itself is also getting a major upgrade, helping retailers deliver personalized, age-compliant offers to adult consumers.

What Are the Digital Trade Program and Personalization Plus (P+)?

When it comes to selling age-restricted products, knowing the rules isn’t enough – you need the right programs in place. That’s where Altria’s Digital Trade Program (DTP) and Personalization Plus (P+) come in.

These programs aren’t just about compliance; they’re designed to reward retailers for doing things the right way, from accurate scan-data reporting to delivering personalized, adult-only promotions that engage your customers and drive loyalty.

Overview of the Digital Trade Program (DTP)

The DTP is AGDC’s framework for rewarding retailers who demonstrate compliance, digital engagement, and accurate scan data reporting. Think of it as a tiered system: the higher the tier, the bigger the incentives – but the requirements are more stringent.

Overview of Personalization Plus (P+)

P+ is all about personalized, targeted offers for verified adult consumers (Adult Tobacco Consumers 21 and older, or ATC21+). It ensures promotions stay compliant with age restrictions while helping retailers boost loyalty and engagement.

Together, DTP and P+ are setting new standards for age verification, data traceability, and digital identity management – helping retailers stay compliant while maximizing incentives.

Updates by AGDC

Altria isn’t just tweaking a few settings – the 2026 updates bring major changes to the Digital Trade Program (DTP) and Personalization Plus (P+).

From the introduction of Tier 4 to updated requirements for Tier 2 and Tier 3 retailers, these updates are all about smarter, more secure, and fully compliant engagement with adult consumers. Whether it’s integrating new verification technology or leveraging personalized promotions, staying ahead of these changes ensures your store maximizes incentives and stays competitive.

Introducing Tier 4

Tier 4 is the newest and most advanced level of the DTP. It builds on all existing Tier 3 requirements and adds new obligations, particularly around Personalization Plus (P+) integration and delivery of multiple personalized offers.

Requirements to Achieve Tier 4

• Automated Scan Data Reporting – seamless and accurate transaction reporting
• Complete Product-Level Data – every product tracked for compliance
• Secure Data Transfer Protocols – ensuring data is transmitted safely to AGDC
• Regular & Validated Reporting – consistent, verified submissions

Tier 4 also requires:

• Loading loyalty discounts via Altria Price Promotion API (21+ deals page)
• Using P+ V2 API specifically for multiple personalized offers
• Sending emails, in-app promotions, and submitting activity logs
• All existing Tier 3 requirements that are currently live, ensuring Tier 4 builds on the foundation already in place

Tier 2 – Level Changes

Tier 2 retailers will need to:

• Implement Age Verification Technology (AVT) to verify adult customers
• Prepare for the upgraded Tier 4 features if aiming to move up in 2026

Tier 3 – Level Changes

Tier 3 retailers are already required to integrate EAIV. For 2026, AGDC is placing greater emphasis on enhanced integration with P+, scan data reporting, and loyalty ID digital offers – helping retailers maintain compliance and prepare for a smooth transition to Tier 4.

Personalization Plus (P+) Update

P+ now focuses heavily on:

• Active Altria API for ATC21+ consumers
• Integration with EAIV/AVT
• Responsible marketing, ensuring promotional offers are restricted to verified adult customers

Why Compliance with Updated DTP & P+ Matters

Staying on top of the 2026 updates isn’t just about checking a box – it directly impacts your store’s ability to earn rewards, operate efficiently, and stay competitive.

Here’s why compliance is so important:

Eligibility for Rebates & Incentives

Being compliant ensures your store remains eligible for tier-based rebates and incentives through AGDC’s Digital Trade Program. Without updates, you risk missing out on valuable rewards tied to your performance and tier level.

Accurate Scan Data Reporting

Accurate and timely scan data reporting is critical. It not only verifies your compliance with AGDC requirements but also helps maintain your eligibility for incentives and fosters trust with manufacturers.

Stay in Good Standing

Failing to meet the updated program requirements could impact your eligibility for DTP incentives. Staying compliant ensures your store continues to benefit from all program rewards.

Access P+ Program Benefits

Compliance unlocks full access to Personalization Plus (P+) capabilities, letting you deliver personalized, adult-only promotions that drive engagement, loyalty, and repeat purchases.

Responsible Marketing of Age-Restricted Products

Updated requirements ensure that all promotions are restricted to verified adult consumers, helping your store maintain responsible marketing practices and reduce the risk of underage sales.

Strong Partnerships with AGDC and Manufacturers

Being compliant positions your store as a trusted partner with AGDC and manufacturers, opening doors to early promotions, priority offers, and enhanced collaboration opportunities.

Stay Competitive and Future-Ready

Finally, compliance ensures your store stays ahead of program changes, industry trends, and regulatory expectations. Updating your systems and processes keeps your business competitive, efficient, and ready for future tiers or program upgrades.

Steps for Integrating Electronic Age & Identity Verification (EAIV)

1. Learn EAIV Requirements – understand program rules and compliance obligations.

2. Collaborate with Approved EAIV Provider – ensure integration is supported by trusted partners.

3. Integrate EAIV with POS System – EAIV happens in two ways:

1. 3 separate visits with 3+ tobacco purchases
2. Verification within Loyal-n-Save (LNS) Must be tied to loyalty ID.

4. Activate Real-Time ID Verification – validate adult consumers instantly.

5. Link Verified Customers to P+ – ensure personalized offers reach the right audience.

6. Test & Verify Integration – confirm that everything works smoothly.

7. Train Staff and Maintain Compliance – keep your team informed and operationally ready.

Solutions

Running a compliant and efficient store isn’t just about meeting minimum requirements –it’s about building smart systems that keep you ahead of the game. These solutions help you stay on top of AGDC updates, maintain accurate data, and ensure your store is always ready to maximize incentives and deliver responsible, adult-only promotions.

• Establish a Quarterly Review Cycle – Regularly reviewing your processes and performance keeps your store aligned with AGDC requirements and helps you catch any gaps early.
• Perform Regular Compliance Audits – Proactively auditing your operations ensures that all age verification, loyalty, and reporting systems are functioning correctly.
• Validate Accurate Data Reporting – Double-checking scan data and sales reporting ensures your store continues to qualify for incentives and maintains trust with manufacturers.
• Collaborate with Manufacturers for Early Certification Validation – Partnering with your suppliers and manufacturers helps you verify updates ahead of program deadlines and prevents last-minute compliance issues.
• Stay Informed of the Latest AGDC Updates – Keeping up with program changes, new APIs, and updated verification requirements ensures your store is always prepared and never caught off guard.

Conclusion

Staying compliant with the updated DTP and P+ programs is essential to secure incentives, reach Tier 4, and deliver responsible, personalized promotions. Integrating EAIV and AVT into your system and loyalty program ensures you remain compliant, protect your customers, and leverage the full value of these programs.

Ultimately, translating compliance into operational excellence helps your business stay competitive, maximize rewards, and future-proof your retail operations.