Italy's competition authority has levied a €7 million fine on the Italian subsidiary of Philip Morris for marketing practices related to non-combustion tobacco products, the regulator announced on Wednesday.
The authority said its decision followed a detailed investigation initiated after a complaint filed by the Ministry of Health. The probe looked specifically at promotional language used for products that do not rely on combustion, including heated tobacco and e-vapor devices, and concluded that certain expressions used by Philip Morris Italia were misleading.
Regulator's findings
The regulator flagged phrases such as "smoke-free", "smoke-free products" and "building/planning/accelerating a smoke-free future" as likely to create the impression among consumers - including minors - that the products are harmless to health or definitively less harmful than conventional cigarettes. According to the authority, the collected evidence indicates that current scientific and clinical knowledge does not substantiate claims that these non-combustion products are harmless or less harmful, not least because they contain nicotine. The regulator opened its probe in October 2025.
Company response
Philip Morris Italia said it would appeal the decision, describing the authority's ruling as "erroneous and flawed on several levels." The company maintained that the disputed terms were accurate and "fully compliant" with Italian law and with the relevant European Union Directive, which uses the term "smokeless" to describe tobacco products that do not involve combustion. Philip Morris Italia also accused the regulator of increasing confusion about tobacco and nicotine products by implying there is no difference between smokeable and smokeless products.
Key takeaways
- The competition authority imposed a €7 million fine on Philip Morris Italia over allegedly misleading marketing for heated tobacco and e-vapor products.
- The investigation was prompted by a complaint from the Ministry of Health and began in October 2025.
- Philip Morris Italia will appeal and contends its language is compliant with Italian law and an EU Directive that uses the term "smokeless."
Context for markets and sectors
The ruling touches the tobacco sector and has potential implications for regulatory oversight of product marketing in consumer health and retail channels. It may also shape compliance approaches by firms marketing non-combustion nicotine products in Italy and potentially influence legal costs and communications strategies.
Risks and uncertainties
- The outcome of Philip Morris Italia's appeal is uncertain; the company has publicly committed to contesting the decision, which could alter the final legal and financial impact.
- The regulator based its decision on the assessment that current scientific and clinical knowledge does not support claims of reduced harm, introducing uncertainty for marketing claims across the non-combustion product category.
- The authority highlighted risks of consumer misunderstanding, including among minors, which underscores regulatory sensitivity and could prompt further enforcement or communication restrictions in the sector.