Key Points:
- The Italian antitrust authority has launched an investigation into Philip Morris International (PMI) in Italy regarding their promotion of smoke-free products.
- The authority questions whether phrases like "smoke-free future" may be misleading consumers.
- Philip Morris International (PMI) maintains that their advertising is compliant with regulations and will cooperate with the investigation.
- Currently, PMI's smoke-free products include heated tobacco product IQOS, e-cigarette Veev, nicotine pouch Zyn, and nasal snuff products.
In a report by Reuters on October 15, 2025, Italy's antitrust regulatory body announced that it has launched an investigation into Philip Morris Italia, for alleged improper business practices related to its non-tobacco products.
The company is accused of using terms like "smoke-free" in promoting its products, which may constitute misleading advertising. Regulatory authorities have pointed out in a statement that these expressions may deceive consumers because even though there is no combustion involved, these products could still pose health risks and potentially lead to addiction.
Regulatory agencies have also stated that they have conducted inspections at the offices and production sites of Philip Morris Italia in the city of Bologna.
In response, Philip Morris International (PMI) stated in an email declaration that they always adhere to applicable regulations, and their communications are based on facts and truth, fully compliant with Italian and European law.
The company stated that it will continue to cooperate with the investigation to prove the legality of its actions. Currently, the group offers smoke-free products including heated tobacco product IQOS, e-cigarette Veev, nicotine pouch Zyn, and nasal snuff products.
The statement also added, "Smoke-free future" has been the main global goal of Philip Morris International over the past decade, and its Italian subsidiary has been working towards it for many years, including involving a supply chain of 44,000 people.
Image source: Reuters
We welcome news tips, article submissions, interview requests, or comments on this piece.
Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn
Notice
1. This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.
2. The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.
3. This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.
4. Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.
Copyright
This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.
For copyright-related inquiries, please contact: info@2firsts.com
AI Assistance Disclaimer
This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.
We welcome any corrections or feedback. Please contact us at: info@2firsts.com
