10:18 AM EDT, 06/10/2026 (MT Newswires) -- Philip Morris ( PM ) was fined 7 million euros ($8.09 million) by Italy's Competition Authority for unfair commercial practices related to the marketing of its smoke-free tobacco products, the regulator said Wednesday.

The authority said Philip Morris Italia's use of terms such as "smoke-free," "smoke-free products," and references to a "smoke-free future" could mislead consumers, including minors, into believing the products are harmless to health or less harmful than conventional tobacco products.

The regulator said current scientific and clinical knowledge does not support claims that combustion-free tobacco products are harmless or less harmful, noting in particular the presence of nicotine. It ordered Philip Morris Italia to report within 60 days on measures taken to end the practice.

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