Ukraine

An unnamed citizen filed an application with the Antimonopoly Committee of Ukraine to initiate administrative proceedings against Philip Morris Sales & Distribution LLC, the importer of Philip Morris International's (PMI) products in Ukraine, for using misleading claims in IQOS marketing. The statements in question indicated that smoking PMI's heated tobacco product, IQOS, was a safer alternative to smoking cigarettes and included:

• "IQOS emits 95% less harmful chemicals compared to cigarettes."
• "Switching completely to IQOS is less risky for your health than continuing to smoke." 

The Committee found both statements to be inaccurate and misleading, ruling that their dissemination violated Article 15(1) of Ukraine's Law "On Protection Against Unfair Competition." It also emphasized the need for Philip Morris to provide consumers with accurate, non-misleading information about IQOS's properties.