Philip Morris Fined in Italy Over 'Smoke-Free' Marketing Claims

By: National Committee Against Tobacco

Last updated: June 11, 2026

The Italian Competition Authority has ordered Philip Morris Italia to pay 7 million euros in fines for misleading commercial practices linked to the promotion of its supposedly 'smoke-free' products. The investigation, opened in response to a complaint by the Italian Ministry of Health, focused on the use of expressions such as 'smoke-free', 'smoke-free products', or 'build', 'plan', and 'accelerate' a 'smoke-free future'. According to the authority, these formulations are likely to deceive consumers, including minors, into believing that these products are devoid of adverse effects or less harmful than traditional cigarettes.

The case arises as part of a broader strategy by Philip Morris to reposition its image around a 'smoke-free future'. This communication does not signify a withdrawal from the tobacco or nicotine market but rather accompanies the development of new ranges of addictive products, including heat-not-burn tobacco, e-cigarettes, and nicotine pouches.

The use of positive, technological, or health-related expressions enables the company to present itself as a transformative actor while continuing to commercialize products containing nicotine. This marketing approach maintains a confusion between the absence of combustion, supposed risk reduction, and the absence of danger. However, heat-not-burn products remain tobacco products, delivering nicotine and exposing consumers to toxic substances.

This marketing approach is also part of a logic of circumventing advertising restrictions applicable to tobacco products. By highlighting innovation, transition, or 'risk reduction', Philip Morris seeks to shift the debate towards the modernization of its product portfolio rather than reducing tobacco and nicotine consumption.

Italy occupies a particular place in this strategy. Along with Japan, it is one of the first markets where IQOS was launched in 2014. Since then, heat-not-burn tobacco has taken on significant importance in a regulatory environment more favorable than in other EU member states.

Unlike France, where heat-not-burn tobacco consumption remains more limited and where advertising restrictions for tobacco are particularly strict, Italy constitutes one of the most important European markets for these products. The Tobacco Control Scale 2025 highlights that Italy still allows extensive forms of advertising for heat-not-burn tobacco and permits its use in certain locations where smoking is regulated, such as bars, restaurants, and workplaces.

Philip Morris has been pursued by the National Committee Against Tobacco for promoting IQOS in France. In 2024, the Paris Court of Appeal confirmed the condemnation of Philip Morris France and Philip Morris Products for prohibited propaganda and advertising in favor of this heat-not-burn tobacco device. More recently, in January 2026, the Paris Criminal Court recognized the advertising nature of mentions present on packaging of heat-not-burn tobacco products, such as 'no combustion = no smoke', considering they were likely to promote the product and reduce the perception of risks.

The Italian fine fits into a broader European dynamics of contesting the communication strategies of tobacco companies around new tobacco and nicotine products. It reminds us that the vocabulary of innovation or transition cannot mask the continued commercialization of addictive products or weaken fundamental principles of public health protection.

[1] Italy fines Philip Morris €7 million over 'smoke-free' marketing claims, Reuters, published June 10, 2026, consulted on the same day

[2] Italy opens inquiry into Philip Morris communication around its 'smoke-free' products, AT Suisse, published October 16, 2025, consulted on June 11, 2026