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According to foreign reports, the Italian Competition Authority stated that British American Tobacco Company (BATS. L) and Amazon (AMZN. O) are under investigation in Italy due to regulatory agencies claiming that advertisements for the Glo Hyper X2 tobacco heater may be misleading.

The agency stated that the advertisement did not clearly or fully state that Glo Hyper X2 is a nicotine based product and is suitable for adult audiences.

It also stated that it has seen tobacco heaters advertised as nicotine free.

It states that the omission and/or deception of this basic information in advertisements may affect consumers’ decisions and expose them, especially minors, to the risk of unknowingly damaging their health.

Amazon Services Europe and Amazon Italy customer service were included in the survey because tobacco heaters are sold on online platforms.

Reuters found a quote for the Glo Hyper X2 on Amazon Prime Italy, describing it as a substitute for cigarettes, with a smokeless and odorless experience and no nicotine.

The accompanying image has a symbol indicating that people under the age of 18 are not allowed to enter.

A spokesperson for BAT stated that in addition to the requirements of local applicable laws and regulations, the company is also committed to responsible marketing.

The spokesperson added: We can cooperate with the Italian Competition Authority to ensure a rapid end to these procedures.

Amazon Italy did not respond to a request for comment.

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