In Italy, a recent decision (end of February 2024) by the Competition and Market Authority (AGCM) shed light on controversial advertising practices linked to heating tobacco, involving two market giants: British American Tobacco (BAT ) and Amazon.
The AGCM imposed fines totaling more than 5 million euros on these companies for having carried out advertising campaigns deemed misleading concerning heated tobacco products.
According to the AGCM, the campaigns in question misled consumers by presenting heated tobacco products as being less harmful than traditional cigarettes, without providing sufficient scientific evidence to support these claims. This decision is part of a broader context of increased regulation and monitoring of tobacco products and nicotine substitutes, reflecting the growing concerns of health and regulatory authorities globally about the impact of these products on health public.
The main controversy lies in the presentation of heated tobacco products as a “less harmful” alternative to traditional smoking.
Although some researchers and tobacco companies argue that these products can reduce exposure to certain harmful substances found in cigarette smoke, the lack of scientific consensus on their long-term safety and effectiveness as a tool smoking cessation remains a subject of intense debate.
This case highlights the need for rigorous regulation and monitoring of health claims related to tobacco products and nicotine substitutes. It also highlights the challenges regulators face in balancing public health protection with innovations in nicotine products.
To further support these findings, it is essential to consult studies and reports published by recognized public health institutions, such as the World Health Organization (WHO) and the Centers for Disease Control and Prevention (CDC ), which provide analyzes and recommendations on the use of heated tobacco products and their potential impact on public health.
To date, these two organizations are more or less totally aligned, and the recommendations are similar or even identical, so we have focused on those of the CDC:
The U.S. Centers for Disease Control and Prevention (CDC) is also addressing the issue of heated tobacco products (HTPs) as part of its mission to protect public health from the dangers of smoking and product use. tobacco. Although the CDC's specific recommendations may evolve based on available research and data, here are some key principles generally emphasized by the organization regarding heated tobacco products:
- Caution regarding harm reduction claims : The CDC emphasizes that although some heated tobacco products may reduce exposure to certain harmful chemicals compared to traditional combustible cigarettes, this does not necessarily mean they are safe. Any claims that these products are less harmful should be considered with caution and based on robust scientific evidence.
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Regulation and monitoring : The CDC recommends appropriate regulation of heated tobacco products, including restrictions on sales, marketing, and distribution, to protect young people and nonsmokers in particular. Continued monitoring of the use of these products and their impact on public health is also crucial.
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Education and awareness : Informing the public about the potential risks associated with the use of heated tobacco products is essential. This includes raising awareness about the dangers of nicotine, which is present in most of these products and is addictive and can harm brain development in young people.
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Independent research : The CDC supports the need for additional independent research to better understand the long-term health effects of heated tobacco product use, including their potential as a smoking cessation tool versus their risks.
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Inclusion in tobacco control policies : Efforts to reduce tobacco use and promote smoking cessation should include considerations of heated tobacco products, ensuring that these products do not undermine progress made in combating the tobacco epidemic.
It is important to note that CDC recommendations and positions may be updated based on new scientific evidence and evolving understanding of the risks and benefits of heated tobacco products. For up-to-date and specific information, it is advisable to consult CDC resources and publications directly.
This decision by the AGCM against BAT and Amazon in Italy highlights the complex issues and controversies surrounding the marketing and regulation of heated tobacco products, in a context where consumer protection and the prevention of health risks public sector remain absolute priorities.
We will note that in this case heated tobacco has been treated like vaping dozens of times all over the world. Should we see the syndrome of the watered sprinkler caught in its own trap (starting from the hypothesis that the referencing of electronic cigarettes as a tobacco product is the fruit of the work of the tobacco lobby)?
