BATS British American Tobacco Plc

By Mauro Orru

Italy's competition watchdog opened a probe into Amazon.com Inc. and British American Tobacco PLC, saying the companies have been providing misleading information in adverts promoting a new heated tobacco device.

The Italian Competition Authority, or AGCM, said Tuesday that some adverts featuring British American Tobacco's glo hyper X2 device incorrectly suggest the product doesn't involve the release of nicotine, an addictive chemical found in cigarettes and other tobacco products.

The watchdog argued that such promotional messages--which Amazon is also disseminating on its platform--could expose some consumers, especially minors, to the risk of unknowingly harming their health.

"Our International Marketing Principles clearly define our approach to responsible marketing, which is in addition to requirements under local law and legislation. We look forward to co-operating with the Italian Competition Authority to ensure a timely conclusion to this case," said a spokesperson for British American Tobacco's Italian business.

Amazon didn't respond to a request for comment.

Write to Mauro Orru at mauro.orru@wsj.com; @MauroOrru94

(END) Dow Jones Newswires

April 18, 2023 05:06 ET (09:06 GMT)

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