Philip Morris International (PMI) has been given a formal order from the Department of Health to remove adverts in convenience store windows for its Iqos heat-not-burn device.

The letter was sent in mid-July but Retail Express spotted the signs on display in London shops in mid-August (pictured). Unlawful advertisement of tobacco can result in a fine or six months in prison. 

Local trading standards departments are also said to be investigating the posters. PMI denied the posters were illegal and asked the Government for: “an urgent meeting to clarify the concerns”.

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