To the overview Next


Italy opens investigation into Philip Morris “smoke-free” marketing claims

The Italian Competition Authority (AGCM) announced on 15 October that it has opened an official investigation into Philip Morris Italia, the Italian subsidiary of the tobacco giant headquartered in Lausanne. The company is suspected of misleading commercial practices related to the promotion of its heated tobacco and e-cigarette products, using expressions such as “smoke-free” or “a smoke-free future.”

None

Screenshot AT Schweiz

Image: AGCM press release of 15 October 2025: https://en.agcm.it/en/media/press-releases/2025/10/PS12940

According to the AGCM, these terms could mislead consumers by suggesting that the products are harmless or significantly less harmful than traditional cigarettes. The authority emphasized that “smoke-free” does not mean “risk-free” – these products still contain nicotine and other potentially harmful substances.

Investigators, assisted by the financial police, raided the offices of Philip Morris Italia in Rome and its production site in Bologna. The company stated it will fully cooperate with authorities and insists its communications comply with Italian and EU regulations.

This investigation reflects a broader scrutiny of tobacco-industry marketing, as manufacturers increasingly promote “alternative” products under claims of reduced risk.

This is not the first time that Philip Morris has come under scrutiny by the Italian Competition Authority (AGCM). The company has already faced several sanctions for unfair commercial practices linked to the promotion of its heated tobacco products, particularly IQOS.

In December 2018, the AGCM imposed a €500,000 fine on Philip Morris Italia for covert advertising in favor of IQOS.
The company had placed promotional articles in various magazines without clearly indicating their advertising nature, violating transparency and consumer protection rules.

In France, Philip Morris France was fined €500,000 in February 2025 for illegal advertising of its IQOS device.

The World Health Organization (WHO) recently warned of an alarming new wave of nicotine addiction, driven by the rapid spread of e-cigarettes and heated tobacco products. It estimates that more than 15 million adolescents aged 13–15 worldwide now use these products.

AT Switzerland welcomes the AGCM’s decision and calls for strict monitoring of misleading marketing claims by the tobacco and nicotine industry. Such messages perpetuate confusion about the real risks of so-called “smoke-free” products and threaten public health progress.

Back to "News"

Related articles

Learn more

The Federal Law on Tobacco Products one year later: a predictable failure!

On October 1, 2024, the new Federal Law on Tobacco Products (LPTab) came into force. This marked the partial conclusion of a long and painful parliamentary process, lasting more than ten years and seeing an initial draft sent back to the Federal Council. The final text, however, remains deeply disappointing, as it offers little real progress compared to provisions already often regulated by the cantons

Learn more

Synthetic cannabinoids: a hidden threat in vapes in Switzerland

The nicotine and cannabis market is evolving rapidly, driven by opaque and aggressive industrial strategies. Following the rise of e-cigarettes and nicotine pouches containing nicotine salts, and the appearance of nicotine analogues in these same products, a new threat is emerging: the presence of synthetic cannabinoids (Synthetic Cannabinoid Receptor Agonists — SCRA) in vapes sold in Europe.

Learn more

Poland Bans Flavoured Heated Tobacco Products, Soon Voting on Significant Tax Increase in Major Health Policy Shift

Poland has passed a new law banning the sale of flavoured heated tobacco products (HTP), marking a significant move in the country's anti-tobacco efforts.