ROME, Oct 15 (Reuters) - Italy's antitrust regulator

said on Wednesday it had opened an investigation into Philip

Morris Italia for alleged unfair commercial practices for its

smokeless tobacco products.

The tobacco giant allegedly promoted them in an incorrect

way, using expressions like 'smoke-free', and slogans such as 'a

future without smoke', the authority said in a statement.

"These expressions may be unclear and misleading for

consumers, as they refer to products that, despite the absence

of combustion, are not free from potential harmful health

effects, nor are they less harmful than others, and may cause

addiction," the watchdog said.

It added that it had carried out inspections at the group's

offices and at a manufacturing site in the central city of

Bologna.

Philip Morris ( PM ) said in an emailed statement that it

had always acted in compliance with the applicable regulations,

adding "communication is factual, truthful, and fully consistent

with Italian and European legislation, which associates the

absence of smoke with the absence of combustion."

The company also said it would continue to cooperate with

the regulator throughout the proceedings "to demonstrate the

full legitimacy of its actions".

The group offers a growing range of smoke-free products,

which provide nicotine without burning, as an alternative to

traditional cigarettes.

These include heated tobacco products such as IQOS, e-vapor

ones like Veed and nicotine pouches and snus like Zyn.

"A smoke-free future has been the main global objective of

Philip Morris International ( PM ) for the last ten years - a goal that

its Italian affiliates have been working towards for years,

including the supply chain involving 44,000 people," the

statement added.