On Tuesday, British American Tobacco (BATS.L) and Amazon (AMZN.O) were accused of fraudulent advertising for the Glo Hyper X2 tobacco warmer by the Italian Competition Authority.
“It is not made clear, or it is inadequately stated” that Glo Hyper X2 is a nicotine-based product “intended for an adult audience” in the commercial, the authority said.
The tobacco warmer was billed as “nicotine-free.”
“The omission and/or deceptiveness of this essential information” in advertising could alter customers’ decisions and put “minors in particular” at risk of unknowingly harming their health.
Amazon Services Europe and Amazon Italia Customer Services investigated since the tobacco warmer is sold online.
Amazon Prime Italy touted Glo Hyper X2 as “the cigarette alternative, a smokeless and odour-free experience, nicotine-free,” to Reuters.
“No under-18s” was on the image.
BAT’s representative said “responsible marketing” went beyond local laws.
The spokeswoman added, “We are available to cooperate with the Italian Competition Authority to ensure a swift conclusion of these proceedings.”
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