Italy: Announced investigation into British American Tobacco and Amazon over misleading advertising practices

On 18 April 2023, the Italian Competition Authority opened an investigation into British American Tobacco Italia (BAT), Amazon Services Europe and Amazon Italia Customer Services for publishing misleading advertising for "Glo Hyper X2", an electronic cigarette produced by BAT and sold on Amazon. In particular, the Authority is investigating promotional messages claiming that the product does not involve the release of nicotine, which would constitute an omission and deception of essential information that could lead consumers to take a commercial decision different from the one they would otherwise have taken and exposing them, and especially minors, to the risk of suffering unknowingly harm to their health. According to the Authority, the e-commerce platform is liable for deceiving advertising based on its involvement in the promotion of "Glo Hyper X2" on its platform and as the direct seller of the product.