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Dir. of CPI of SIC v. Coltabaco S.A.S. et al.

In 2017, the Directorate of Consumer Protection Investigations of the Superintendence of Industry and Commerce ("SIC") opened an investigation following a complaint to prompt the SIC to stop IQOS marketing. The SIC issued a decision in the pending administrative investigation dismissing the complaint.

The SIC closed their decision after taking the following into consideration:

- The Ministry of Health asks for IQOS products to be treated as tobacco products.

- The SIC focused on the fact that only the tobacco sticks for heated tobacco products, as opposed to the IQOS device, are mandated to have health warnings.

- According to the SIC, IQOS does not fall under the authority of the tobacco control law in Colombia (Law No. 1335).

- IQOS marketing practices have not violated consumer protection regulations in Colombia.