Italy probes Philip Morris over smoke-free product claims

Philip Morris International said Italian Competition Authority has opened an investigation into subsidiary Philip Morris Italia Spa over a suspected unfair commercial practice in the promotion of its "smoke-free" products.

The regulator says the company's use of terms such as "smoke-free", "a smoke-free future", and "smoke-free products" may mislead consumers, as the products may still be harmful to health and cause addiction despite the absence of combustion.

Officials conducted inspections at the offices of Philip Morris Italia and Philip Morris Manufacturing & Technology Bologna Spa, assisted by the Italian Financial Police's special antitrust unit.