Key Points
- Romania found resale price maintenance in IQOS product distribution;
- Agreements covered retail prices, discounts and promotion approvals;
- Philip Morris and two distributors were fined;
- One distributor received a reduced fine after admitting wrongdoing;
- Fines will be enforced and paid into the state budget.
2Firsts, December 18，2025 – According to Romania’s Competition Council, an investigation found that Philip Morris Trading SRL had agreements with distributors Interbrands Orbico SRL and Mediaposte Hit Mail SA to fix resale prices for IQOS heated tobacco products.
The arrangements set retail prices and discount levels for promotions conducted at IQOS stands operated by Interbrands Orbico SRL and on the iqos.ro website operated by Mediaposte Hit Mail SA. Promotional campaigns could only be carried out with the supplier’s approval.
As a result, the Competition Council imposed fines of 78,688,820 lei on Philip Morris Trading SRL (approximately US$17.3 million,), 52,118,418 lei on Interbrands Orbico SRL (approximately US$11.5 million), and 4,451,897 lei on Mediaposte Hit Mail SA (approximately US$0.98 million). Interbrands Orbico SRL received a reduced fine after admitting the infringement.
Competition Council President Bogdan Chirițoiu said companies must set their commercial policies independently and not through agreements with partners. Fixing resale prices and discounts restricts partners’ pricing freedom and ultimately harms consumers.
Romania’s Competition Law prohibits agreements and concerted practices that prevent, restrict or distort competition, particularly those that directly or indirectly fix purchase or selling prices or other trading conditions. The Council’s decisions are enforceable, and the fines will be collected by the National Agency for Fiscal Administration (ANAF).
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