Italy: Issued Ruling in AGCM Investigation into BAT and Amazon for Deceptive Advertising

On 30 January 2024, the Italian Competition and Market Authority (AGCM) issued a ruling on its investigation into British American Tobacco Italia (BAT) and Amazon EU for misleading advertising of the Glo Hyper X2 and Glo Hyper Air heated tobacco devices. The AGCM found that the companies had violated articles 20, 21, and 22 of the Consumer Code by advertising the products as simple electronic devices and design objects without adequately highlighting the health risks associated with tobacco and nicotine consumption and the ban on sale to minors. As a result, BAT was fined EUR 6 million, and Amazon was fined EUR 1 million.