The Antitrust Authority fined British American Tobacco Italia €6 million and Amazon EU €1 million for misleading advertising of the Glo Hyper X2 and Glo Hyper Air electronic cigarettes, which were carried out on billboards and movie commercials, as well as on the Glo and Amazon websites. According to the Authority, Glo Hyper X2 and Glo Hyper Air were not advertised in such a way that they provided the two main warnings for use, namely that they are products harmful to health due to the presence of nicotine in tobacco sticks that must be used with devices, and that they are not intended for use by minors. Bat Italia and Amazon have advertised Glo Hyper X2 and Glo Hyper Air solely as simple electronic devices and design objects, relying on the product's aesthetics to entice consumers while ignoring its functionality. According to the government, this is "seriously misleading conduct such as to induce the consumer to buy a product that poses health risks and is prohibited for minors".
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