Italy Launches Investigation Into Philip Morris Over Smokeless Tobacco Marketing

The regulator stated that Philip Morris had used phrases such as “smoke-free” and slogans like “a future without smoke” in its promotions, which may have given consumers an inaccurate impression of the products’ safety. Per Reuters, the watchdog said these expressions could be “unclear and misleading,” emphasizing that even without combustion, such products are not necessarily free from harmful health effects and may still lead to addiction.

Officials conducted inspections at Philip Morris offices and a production facility located in Bologna, the authority confirmed. The investigation aims to determine whether the company’s marketing violated fair commercial practice standards in Italy.

In a response cited by Reuters, Philip Morris maintained that it had always complied with national and European advertising rules. The company stated that its communications are “factual, truthful, and fully consistent with Italian and European legislation,” noting that “the absence of smoke” refers to “the absence of combustion.” The tobacco giant also said it intends to cooperate fully with the regulator to prove the legality of its conduct.

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Philip Morris has been expanding its portfolio of alternative nicotine products designed to avoid burning tobacco. These include heated tobacco systems such as IQOS, e-vapor devices like Veed, and nicotine pouches and snus products under the Zyn brand.

According to Reuters, the company reaffirmed its long-term strategy to pursue “a smoke-free future,” which has been a central goal of Philip Morris International for the past decade. The firm noted that its Italian operations and related supply chain involve around 44,000 people.

Source: Reuters