Italy Questions JTI's Decision to Reintroduce Mint Flavored Cigarettes

Dec.21.2022
Italy Questions JTI's Decision to Reintroduce Mint Flavored Cigarettes
Italy questions JTI's decision to reintroduce mint-flavored cigarettes while EU banned them, citing a need for clearer regulations.

Italian customs officials are questioning a decision that allows Japan Tobacco International (JTI) to reintroduce two brands of menthol cigarettes.


From May 20, 2020, the sale of menthol cigarettes has been banned in the European Union. However, as a Danish study published in Tobacco Control suggests, there have been multiple reports of tobacco manufacturers circumventing this measure. The ban only covers the "characteristic flavor" of cigarettes, and those involved in tobacco control believe that this definition is too vague and difficult to apply.


Customs' appeal ruling favors Japan Tobacco International.


In the months following the implementation of the ban, JTI introduced 66 mint-flavored cigarette brands in Europe without disclosing it. Organized Crime and Corruption Reporting Project (OCCRP) in Italy had the Mario Negri Laboratory in Milan analyze some of these brands, which specializes in tobacco research. This confirmed that JTI's Camel and Winston brands contained a higher level of menthol than standard cigarettes.


The Italian customs subsequently analyzed these markings in a laboratory in Palermo and ordered the withdrawal of these reference materials from the market. JTI objected to this decision in court on the grounds that the Sicilian laboratory was not approved by the European Commission and therefore unable to analyze menthol cigarettes. The Administrative Court of Rome authorized the resale of the relevant brands in September 2022, based on the tobacco company's argument. Although JTI has not reintroduced the aforementioned brands, the Italian customs has just appealed this decision and a hearing is expected to take place in early 2023. In France and the United Kingdom, JTI has reintroduced the Camel Fresh brand of menthol cigarettes.


Two British and American tobacco brands have also been implicated.


In early 2022, Italian customs analyzed cigarettes sold by British American Tobacco (BAT) and requested that the Lucky Strike Eclipse and Rothmans of London Surround King Size brands be taken off the market. After agreeing to modify the ingredients of these cigarettes in June 2022, British American Tobacco was allowed to keep these products on the market.


The issue is that there should be no doubt in the law regarding the allowed quantity of menthol in cigarettes. The use of menthol as a flavoring in cigarettes should be limited," said Maria Sofia Cattaruzza, Chairperson of the Italian Tobacco Association (SIT), emphasizing the importance of the court ruling. Like other undisclosed additives in cigarette ingredients such as licorice or honey, menthol is still one of the most commonly used ingredients in the tobacco industry, with its levels kept low to avoid being classified as a "characteristic aroma." In fact, many studies have shown that the presence of menthol promotes the start of smoking and a more severe dependence on nicotine.


This document has been generated through artificial intelligence translation and is provided solely for the purposes of industry discourse and learning. Please note that the intellectual property rights of the content belong to the original media source or author. Owing to certain limitations in the translation process, there may be discrepancies between the translated text and the original content. We recommend referring to the original source for complete accuracy. In case of any inaccuracies, we invite you to reach out to us with corrections. If you believe any content has infringed upon your rights, please contact us immediately for its removal.

Exclusive Interview with Malaysian Brand ASDF: "Cartridge" Design Banned Domestically, Shifts Focus to Markets Like South Korea
Exclusive Interview with Malaysian Brand ASDF: "Cartridge" Design Banned Domestically, Shifts Focus to Markets Like South Korea
ASDF, a top Malaysian brand known for its “retro cassette” design, is facing regulatory challenges at home while expanding abroad. At the World Vape Show Dubai, 2Firsts interviewed Business Development Director Kinson Tan to discuss the brand’s response to market changes and its strategic shift toward regions like South Korea.
Jun.25 by 2FIRSTS.ai
Philippine Vape Industry Observers: Market Entering a “Turbulent Phase” Amid Growing Uncertainty
Philippine Vape Industry Observers: Market Entering a “Turbulent Phase” Amid Growing Uncertainty
Since July, the Philippine NBI has stepped up its vape crackdown, reclassifying illegal sales from commercial to criminal offenses and seizing over PHP 44 million in products. Industry insider Lucas sees this as both a response to the black market and a political power struggle. With legal channels shrinking and illicit trade rising, the vape sector faces unprecedented turmoil.
Jul.10 by 2FIRSTS.ai
BAT Sets September Nationwide Launch for Glo Hilo in Japan After Successful Pilot
BAT Sets September Nationwide Launch for Glo Hilo in Japan After Successful Pilot
British American Tobacco Japan will expand its new heated tobacco product, "Glo Hilo," nationwide on September 1. Using infrared and quartz heating, it heats to 370°C in 5 seconds, priced at ¥3,980 ($25). The Japanese heated tobacco market is led by IQOS (69.8%), with BAT in second place (16.3%).
Jun.24 by 2FIRSTS.ai
Product Roundup | Nicotine Oral Films and Lozenges Featured at Dubai Vape Show
Product Roundup | Nicotine Oral Films and Lozenges Featured at Dubai Vape Show
As the event’s official media partner, 2Firsts conducted in-depth visits across the exhibition halls and observed that several brands launched nicotine oral films and other innovative oral products.
Jun.20
U.S. Federal Judge Rejects Flavored Vape Maker’s Appeal, Upholds New York City Enforcement
U.S. Federal Judge Rejects Flavored Vape Maker’s Appeal, Upholds New York City Enforcement
On July 15, 2025, a Manhattan federal judge denied a motion to dismiss New York City’s lawsuit against eight e-cigarette wholesalers accused of illegally selling flavored vapes. The court affirmed the city’s right to sue and upheld its claims.
Jul.16 by 2FIRSTS.ai
2Firsts Observation | UK Disposable Vape Ban Takes Effect: ELFBAR AF5000 Discontinued, Replaceable Version Coming Soon
2Firsts Observation | UK Disposable Vape Ban Takes Effect: ELFBAR AF5000 Discontinued, Replaceable Version Coming Soon
According to 2Firsts' observation, the ELFBAR AF5000—once one of the best-selling “2+10” products in the UK—has been removed or marked as discontinued on several major e-commerce platforms. Meanwhile, ELFBAR’s UK website shows that a replaceable pod version of the AF5000 is coming soon, potentially entering the market as a compliant alternative.
Jun.27