The aim of the Fair Competition Alliance is to support the Government in defining and implementing concrete measures and policies for establishing fair competition and countering shadow economy, as well as in raising awareness among the general and expert public about the causes and effects of illicit trade and illegal operations. The Alliance works on the development and supports the implementation of the National Program for Countering Shadow Economy. 

The Alliance includes the following members: Arriva Litas, Atlantic Group, Bambi, BAT, Coca Cola HBC, CRH, DIS, Ernst&Young, Erste bank, Gomex, KPMG, Mastercard, Mercator-S, Metro Cash&Carry, MK Group, MOJ KIOSK Group, Nelt Co, Philip Morris Services, Schneider Electric Serbia, OTP Bank, Strauss Adriatic, Telenor, Tigar Tyres, City of Pančevo, Faculty of Law University of Belgrade, Faculty of Economic Univeristy of Niš, Lidl, RATEL, Apatinska Brewery, Ekosistem, Zuhlke Engineering, Ibis Instruments and Faculty of Economics, Finance and Administration FEFA.


The priority activities of the Fair Competition Alliance include:

  1. Adoption of the National Program by the Government and the development and adoption of the Action Plan for 2019
  2. Finalization of the Draft Law on Fiscalization with the aim of improving the fiscalization system and expanding the scope of fiscalization
  3. Nomination of 100 administrative procedures for optimization and digitalization, with the aim of reducing the administrative burden to businesses operating legally
  4. Launching the e-inspector system for four pilot inspection – market, administrative, sanitary, labor
  5. Reform of para-fiscal charges – finalization of the Draft Law on Fees for Use of Public Goods 

The Alliance additional activities are the comprehensive analysis of the national inspections' capacities for performing inspection oversight, the analysis of the models for lowering the labor taxes and contributions in cooperation with IMF, support in conducting transformation of Tax Administration.

Vladimir Tipsarević

Coca Cola HBC, Head of Public Affairs and Communications

President of Fair Competition Alliance


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Jelena Ristić

Mastercard, Country Manager Serbia, Montenegro and Bosnia and Herzegovina

Vice President of Fair Competition Alliance


Jelena is responsible for the development and execution of local strategies in these critical mar...

Igor Lončarević

KPMG, Tax & Legal Partner

Vice President of Fair Competition Alliance


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