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AGCM fines Philip Morris Italia S.r.l. €7 million for unfair commercial practice
The Italian Competition Authority (AGCM) imposed a €7 million fine on Philip Morris Italia S.r.l. for misleading advertising claims such as 'smoke-free' and 'smoke-free products' regarding its combustion-free tobacco products. The AGCM found these claims misled consumers, including minors, into believing the products were harmless or less harmful than traditional tobacco products, which is not supported by current scientific evidence.
Autorità Garante della Concorrenza e del Mercato (AGCM)
Date Added
26 June 2026 at 17:30:56
Why it matters
This enforcement action highlights AGCM's scrutiny of misleading health and environmental claims in product advertising, reinforcing the need for substantiated and non-deceptive marketing practices.
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