BAT to Appeal Italy Ruling Alleging Deceptive Advertising

British American Tobacco Plc said on Wednesday that it will appeal a €6 million ($6.4 million) fine imposed by Italian antitrust regulators who ruled that the company used deceptive advertising to promote its heated tobacco products.

In its billboards, filmed spots and website ads, BAT failed to disclose that its Glo heated tobacco device involves nicotine consumption and is prohibited for use by minors, the regulator said in the decision.

BAT’s Italy unit was sanctioned €6 million for “misleading advertising of tobacco devices,” the regulator said.

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