Philip Morris Fined €7 Million in Italy Over ‘Smoke-Free’ Advertising Claims

Italy’s Competition Authority has fined the Italian subsidiary of Philip Morris International €7 million for misleading marketing of its heated tobacco and e-vapor products. The regulator found that the company’s use of terms such as “smoke-free,” “smoke-free products,” and “building a smoke-free future” could lead consumers to believe that these products are harmless or significantly less harmful than conventional cigarettes.

The investigation was launched in October 2025 following a complaint from Italy’s Ministry of Health. According to the authority, available scientific evidence does not support claims that these products are risk-free, noting that they still contain nicotine and can cause addiction.

Philip Morris Italia has stated that it will appeal the decision, arguing that its communications comply with Italian and European Union regulations and accurately describe products that do not involve combustion.

The ruling reflects growing regulatory scrutiny of tobacco industry marketing practices and highlights concerns that “smoke-free” messaging may mislead consumers about the health risks associated with novel nicotine and tobacco products.

Read the full story here: https://www.reuters.com/legal/litigation/italy-fines-philip-morris-7-million-over-smoke-free-marketing-2026-06-10/