The Italian Competition Authority has said that British American Tobacco (BAT) and Amazon are under investigation over potentially misleading advertising for the Glo Hyper X2 tobacco heater, reports Reuters.

According to the Italian Competition Authority, the Glo Hyper X2 has been advertised without making it clear that the device is a nicotine-based product or that it is intended for an adult audience.
“The omission and/or deceptiveness of this essential information” in advertising could have an influence on consumers’ decisions and expose them, “minors in particular”, to the risk of unknowingly damaging their health, the authority said, according to Reuters.
Amazon Services Europe and Amazon Italia Customer Services sells the tobacco heater and was therefore included in the investigation. On Amazon Prime Italy, the product is marketed as “the cigarette alternative, a smokeless and odour-free experience, nicotine-free”, according to research by Reuters.
BAT Italia and Amazon Italia have not responded to the claims.