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Italy regulator ends probe into BAT after company promises to disclose sponsored content By Reuters

by Mike Robinson

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© Reuters. FILEPHOTO: This sign can be seen at British American Tobacco London’s London Office on January 15, 2021. REUTERS/Toby Melville/File photo

MILAN (Reuters – Italy’s antitrust regulator announced Monday that it has closed a probe into undeclared social media content sponsored by British America Tobacco’s Italian subsidiary (BAT(LON:),) and without any sanctions.

After three BAT-affiliated influencers invited their Instagram fans to share content about Glo Hyper, a tobacco heating product, with no specific advertising purpose in mind, BAT opened the investigation.

According to a statement by the authority, it stated that both the company and its influencers have committed to providing solutions which provide “completely accurate and complete information concerning the nature and content of their communications”.

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