BAT & Amazon- Misleading Advertising of Glo Hyper

Consumer protection organizations brought a complaint before the Italian Competition Authority alleging British American Tobacco Italia S.p.A. (BAT) and Amazon violated the Consumer Code by creating misleading advertisements for heated tobacco products (HTPs). The regulatory authority fined BAT 6 million euros and Amazon 1 million euros for failing to provide sufficient information to consumers about the nicotine content and associated health risks from using the Glo Hyper X2 and Glo Hyper Air products. The products were marketed as "simple electronic devices" and "design objects", focusing on aesthetics instead of tobacco consumption. The misleading conduct leads consumers to purchase a product that poses health risks and is prohibited for minors.


BAT & Amazon- Misleading Advertising of Glo Hyper, Italian Competition Authority (2024).

  • Italy
  • Jan 30, 2024
  • Italian Competition Authority (Autorità Garante della Concorrenza e del Mercato)



  • Consumer Associations
  • National Consumers Union
  • Union for the Defense of Consumers


  • British American Tobacco Italia S.p.A.
  • Amazon EU S.a.r.l.
  • Amazon Services Europe
  • Amazon Italia Customer Services S.r.l.

Legislation Cited

Consumer Code

Related Documents

Type of Litigation

Tobacco Control Topics

Substantive Issues

Type of Tobacco Product