Philip Morris Hit with €7 Million Fine Over 'Misleading' Tobacco Ads

Italy's competition authority fined Philip Morris Italia €7 million for allegedly misleading marketing of non-combustion tobacco products. The company plans to appeal, arguing compliance with Italian and EU law. The authority claims the marketing misleads consumers about the health risks of heated and vapor tobacco products.

Italy's competition authority imposed a €7 million fine on Philip Morris Italia for allegedly misleading marketing concerning non-combustion tobacco products. The decision, announced on Wednesday, responded to claims that Philip Morris's promotions mislead consumers by suggesting these products are harmless.

Philip Morris Italia intends to challenge the ruling, describing it as misguided and flawed. It argues that its marketing practices align with Italian and EU law, which define such products as 'smokeless.'

The investigation began after a complaint from Italy’s Ministry of Health, focusing on claims like 'smoke-free' that supposedly imply reduced health risks. Regulators state scientific evidence does not support that these products are less harmful than traditional cigarettes due to nicotine presence.