According to the Authority, the advertisements mislead consumers into believing the products are harmless to health or less harmful compared to other tobacco products

The Italian Competition Authority has imposed a 7 million euro fine on Philip Morris Italia S.r.l. – a company active in the production and marketing of manufactured tobacco products – for engaging in an unfair commercial practice. Following a complex investigation prompted by a complaint from the Ministry of Health, the Authority found that the expressions and claims “smoke-free”, “smoke-free products” and “building/planning/accelerating a smoke-free future”, used as part of a wider marketing strategy for its combustion-free tobacco products, mislead consumers – including minors – into believing that the products are harmless to health and/or less harmful than other tobacco products, particularly traditional cigarettes.

The evidence gathered during the inspections and investigation actually indicates that current scientific and clinical knowledge does not support the claim that these products are less harmful or harmless, not least because of the presence of nicotine.

The Authority has instructed Philip Morris Italia S.r.l. to inform it – within sixty days of being notified the decision – of the measures put in place to bring this practice to an end.

Rome, 10 June 2026

• Text of the decision