Italy’s competition watchdog, AGCM, has fined British American Tobacco (BAT) and Amazon a total of €7 million for misleading advertising related to heated tobacco products. The advertisement for BAT’s Glo Hyper X2 and Glo Hyper Air products failed to provide sufficient information to consumers about the nicotine content and health risks. AGCM stated that the products were not advertised in a truthful and adequately informative manner, failing to convey the health risks and intended usage warnings, such as the presence of nicotine and the prohibition for use by minors.
The investigation, initiated in April 2023, found that Amazon was implicated in the misleading advertising as it sells the products directly on its online platform and promoted the Glo Hyper X2 on Amazon.it. As a result, Amazon was fined €1 million for its role in the deceptive advertising.
In response to the fines, a spokesman for Amazon stated that they strongly disagree with the conclusions of the Italian Consumer Protection Authority and will appeal the decision. They claimed that the description of their products includes reference to age restrictions and health-related risks, and that they have worked closely with the authority to address their concerns.
The advertisement for the products has since been updated to include warnings such as “Not for sale to minors” and “This product, when used with related tobacco or nicotine sticks, cartridges or refills is not risk-free and provides nicotine.”
This fine serves as a reminder to companies of the importance of providing accurate and informative advertising, particularly when it comes to products that may pose health risks. It also highlights the responsibility of platforms like Amazon in ensuring that the products they sell are marketed in a truthful and responsible manner.
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