The Italian competition authority AGCM has investigated the tobacco company after the country's health ministry raised concerns about misleading messages.
"The advertising has led consumers to believe that the products are harmless compared to other tobacco products," the authority writes in a statement in which it also announces that the company will be fined the equivalent of 77 million kronor.
The AGCM particularly emphasizes that phrases such as "smoke-free" have been used and that minors are being led to believe that vaping is not harmful to health.
Philip Morris says in a statement that it intends to appeal the decision.
