Italy’s AGCM competition watchdog has imposed fines on British American Tobacco (BAT) and Amazon totaling 7 million euros ($7.5 million) due to deceptive advertising related to heated tobacco products. AGCM states that BAT faces a 6 million euro fine, while Amazon is fined 1 million euros. The fines stem from inadequate disclosure of information regarding the nicotine content and associated health risks of the Glo Hyper X2 and Glo Hyper Air products.
The regulator highlighted that street and online advertisements portrayed these products as “simple electronic devices” and “design objects,” which it deemed seriously misleading. Such misleading conduct, AGCM asserts, can lead consumers to purchase products that carry health risks and are prohibited for minors.
In response to queries, an Amazon spokesperson was unavailable for immediate comment, and BAT’s press office did not respond promptly to an emailed request for comment.
Although BAT’s Glo device itself does not contain nicotine, it is intended for use with tobacco sticks that do contain nicotine. The Italian antitrust regulator initiated its investigation in April 2023, alleging that the companies failed to indicate that the heaters were designed for adults only and marketed as “nicotine-free.”
Previously, Reuters discovered an Amazon offer for the Glo Hyper X2, which was promoted as “the cigarette alternative, a smokeless and odor-free experience, nicotine-free.” An accompanying image featured a “no under-18s” symbol. However, the product is now sold with a warning stating, “Not for sale to minors. This product, when used with related tobacco or nicotine sticks, cartridges, or refills, is not risk-free and provides nicotine.”
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