The Lithuanian tobacco regulator has questioned whether Philip Morris International’s (PMI) IQOS tobacco heating device is an electronic product, saying it may have breached tobacco advertising laws, Reuters reported.

Stating the IQOS device is used for consuming tobacco, chief of the regulatory body, Jurgis Kazlauskas, said the regulator’s investigations had led it to suspect that PMI’s advertising of IQOS has breached Lithuanian tobacco advertising laws.
“After a six-month investigation, we could suspect that advertising of the iQOS device constitutes a possible indirect advertising of tobacco products, because this device can only be used to smoke tobacco products,” Kazlauskas was quoted as saying.
Reuters reported that PMI had been notified of the possible violation and intended to challenge the regulator’s findings.
“We believe that our activities comply with the applicable regulations and look forward to further discussing our views with the regulator within the pending proceedings,” a PMI spokesperson was quoted as saying.
Breaching the advertising law incurs a fine of up to EUR 2,896 (USD 3,567). The IQOS device has been promoted in the country and stores are present in larger towns, Reuters said.