Italy Investigates BAT Tobacco Heater Advertising for Possible Misleading Claims

According to reports from foreign media today, Italy’s competition authority said British American Tobacco (BATS.L) and Amazon (AMZN.O) are under investigation in Italy because the regulator said advertising for the Glo Hyper X2 tobacco heater may be misleading.

The authority said the ads did “not clearly or adequately state that Glo Hyper X2 is a nicotine-based product and is intended for an adult audience.”

It also said it had seen tobacco heaters advertised as nicotine-free.

It said the omission and/or deception of this basic information in the ads could affect consumers’ decisions and expose them, especially minors, to the risk of unknowingly harming their health.

Amazon Europe and Amazon Italy customer service were included in the investigation because the tobacco heater is sold on online platforms.

Reuters found a listing for Glo Hyper X2 on Amazon Prime Italy describing the product as a cigarette alternative, a smokeless and odorless experience, and nicotine-free.

The accompanying image showed a symbol indicating no entry for those under 18.

A BAT spokesperson said the company is committed to responsible marketing, in addition to the requirements set out by local applicable laws.

The spokesperson added: “We are able to work with the Italian competition authority to ensure these proceedings are brought to a swift conclusion.”

Amazon Italy did not respond to a request for comment.