Why the Antitrust shuts down the Bat and Amazon commercials on Glo Hyper X2
According to the Agcm, the companies Bat Italia and Amazon in the promotional messages of the Glo Hyper X2 device would omit information or provide misleading information regarding the health risks associated with the use of the product and the prohibition of use for minors
The Antitrust has launched an investigation against Bat Italia and Amazon for alleged misleading advertising of the Glo Hyper X2 heated tobacco device.
Specifically, according to the Competition and Market Authority (Agcm), the companies Bat Italia and Amazon in the promotional messages of the Glo Hyper X2 device would omit information or provide misleading information regarding the health risks associated with the use of the product and the prohibition of use for minors.
It is not the first time that Bat Italia ends up in the crosshairs of the authority because of its Glo Hyper product.
In May 2021, the Antitrust had already launched an investigation into the Italian division of British America Tobacco (Bat) regarding the alleged covert advertising of its Glo Hyper tobacco heating product on social media. In that case, the authority wanted to investigate the behavior of three influencers (Stefano De Martino, Cecilia Rodriguez and Stefano Sala) with commercial agreements with Bat, who had invited their Instagram followers to publish content connected to Glo Hyper, without specifying that it was advertising. In that case, the Agcm closed the proceeding against Bat Italia without sanctions.
All the details.
THE ANTITRUST SCRUBBERS BAT ITALIA, AMAZON SERVICES EUROPE AND AMAZON ITALIA CUSTOMER
Returning to the new preliminary investigation initiated by the authority presided over by Roberto Rustichelli, this is aimed at British American Tobacco Italia SpA, Amazon Services Europe S.à rl and Amazon Italia Customer Services Srl, specifies the note from the AGCM.
AT THE CENTER OF THE SURVEY THE ADVERTISING OF GLO HYPER X2
In particular, the investigation concerns the promotional activity connected with the sale of the Glo Hyper X2 device, the most recent model of heated tobacco product developed and marketed by British American Tobacco.
According to the Antitrust, Glo Hyper X2 is presented as an alternative to the traditional cigarette because it is a new generation smoking product, consisting of an electronic device in which a tobacco stick is inserted, which is heated to a high temperature, but not burned. Tobacco contains nicotine, a substance which has the capacity to induce addiction and which, in high concentrations, is harmful to health.
In the messages with which Glo Hyper X2 is advertised it is not explicit, or it is stated inadequately, that its use involves the emission of nicotine; in some messages, on the contrary, it is explicitly stated that consumption is "without nicotine", underlines the Agcm. Similar information shortcomings concern the warning that the product is intended for an adult audience.
WHAT THE AGCM SUPPORTS
Therefore, the omission and/or deception of this essential information in product promotional messages could lead consumers to take a commercial decision different from the one they would otherwise have taken, exposing them, and especially minors, to the risk to unknowingly suffer damage to their health.
THE INVOLVEMENT OF AMAZON
Finally, Amazon itself is also involved in the promotional activity of Glo Hyper X2 carried out on the Amazon.it website, as direct seller of the product through its online platform.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/antitrust-spot-bat-amazon-glo-hyper-x2/ on Tue, 18 Apr 2023 07:54:34 +0000.