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

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The regulator in May opened the probe after three influencers who had commercial agreements with BAT invited their Instagram followers to publish content about BAT’s tobacco heating product Glo Hyper without specifying it was advertising..

The watchdog said the company and the influencers committed to providing remedies which ensure a “complete and accurate information about the nature of their communications,” the authority said in a statement.