According to the Authority, the company promoted its innovative “smoke-free” products in an unfair manner

The Italian Competition Authority has launched an investigation into Philip Morris Italia S.p.A. over a suspected unfair commercial practice in the promotion of products using expressions such as “smoke-free”, “a smoke-free future” and/or “smoke-free products”.

These expressions may be unclear and incomplete to consumers, because they refer to products which – despite the absence of combustion – may still be harmful to health. Moreover, they are not less harmful than other products and may lead to addiction.

An inspection at the premises of Philip Morris Italia S.p.A. and Philip Morris Manufacturing & Technology Bologna S.p.A. was carried out yesterday by the Authority’s officials, assisted by the Special Antitrust Unit of the Italian Financial Police (Guardia di Finanza).

Rome, 15 October 2025