The courts have sanctioned Philip Morris for illegally promoting tobacco-related products.

The Paris criminal court has convicted Philip Morris France and the president of its French operations, Xavier Puech, for advertising practices deemed contrary to tobacco and vaping legislation. The tobacco company will have to pay a fine of €500,000, while its executive will be fined €50,000.

The case concerned several pieces of content published online in the spring of 2025 relating to the IQOS heated tobacco device and e-cigarette products marketed by the group. According to the court, these communications indirectly promoted tobacco products, notably by highlighting a supposed reduction in the risks associated with their consumption.

Content accused of trivializing vaping

The judges also criticized the company for promoting sweet and fruity flavors for its e-cigarettes, arguing that these messages contributed to normalizing vaping among a broad audience, particularly young people. The association "Tomorrow Will Be Smoke-Free," which brought the lawsuit, was also awarded damages.

In its ruling, the court found that Xavier Puech had approved the group's communication strategy and therefore bears personal responsibility for the offenses committed. This conviction comes as health authorities are issuing increasingly frequent warnings about the rise in vaping and tobacco-derived products among young consumers.