On November 5, 2019, the Court of Rome, by giving a very
restrictive interpretation of Italian legislation, ordered two
companies to stop (almost) any commercial communications relating
to electronic cigarettes (e-cigs) and liquid refills, as an urgent
measure.
This was the first Italian case on advertising of e-cigs.
Overview on the Italian regulation concerning the sale and
advertising of e-cigs
Legislative Decree No. 6/2016 implements the EU tobacco products
Directive 2014/40/EU. Specifically, Article 21(10) reproduces
faithfully the content of Article 20 of Directive 2014/40/EU and
establishes a ban on advertising e-cigs and refill liquids.
According to the Directive, this restrictive approach to the
advertising of e-cigarettes and liquid refills is aimed at ensuring
the protection of human health, as e-cigs may become a possible
transition product towards nicotine dependence.
