The Romanian Competition Authority found during its investigation that Philip Morris Trading Company and its distributors had reached a fixed-price agreement regarding the resale prices and promotional discounts of IQOS heated tobacco products, constituting a restriction on market competition. As a result, the three companies were fined a total of over 135 million lei (approximately 31.15 million US dollars). The authority stated that this conduct restricted pricing freedom for business partners and ultimately harmed consumers.
Key Points Summary
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The Romanian Competition Authority determined that a fixed-price agreement existed for IQOS products.
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The parties involved included Philip Morris Trading Company and two distributors.
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The violations concerned retail prices, discount levels, and approval of promotional activities.
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The three companies were collectively fined more than 135 million lei (approximately 31.15 million US dollars).
Investigation Confirms Fixed Resale Price Agreement
December 19, 2025 — According to Revistaprogresiv. The Romanian Competition Commission announced that following an investigation, it determined that Philip Morris Trading SRL, a subsidiary of Philip Morris International, had agreed with its distributors Interbrands Orbico SRL and Mediaposte Hit Mail SA to sell IQOS heated tobacco products at fixed prices.
Details of the Pricing and Promotion Restrictions
The investigation found that the agreement explicitly set the resale prices of IQOS products for consumers and defined the discount levels applicable during promotional campaigns. These promotions, carried out through IQOS display cabinets operated by Interbrands Orbico SRL, and the IQOS. The website operated by Mediaposte Hit Mail SA could only be implemented with prior approval from the supplier.
Breakdown of Fines Imposed on Each Company
Based on the findings, the Competition Commission imposed the following penalties: Philip Morris Trading SRL was fined 78.68 million lei (approximately 18 million US dollars); Interbrands Orbico SRL received a fine of 52.11 million lei (approximately 12 million US dollars); and Mediaposte Hit Mail SA was fined 4.45 million lei (approximately 1.02 million US dollars). The total fine amounted to 135 million lei (approximately 31.15 million US dollars).
Interbrands Orbico SRL received a reduced penalty after admitting its violation of the Competition Law.
Regulator’s Statement on Competition and Consumer Harm
Bogdan Chirițoiu, chairman of the Romanian Competition Commission, emphasized that companies must independently set their business policies and should not coordinate prices with their partners. He stated that fixing resale prices and discount levels restricts partners’ pricing autonomy and ultimately harms consumers.
Legal Basis and Enforcement of the Decision
Under Romania’s Competition Law, any agreements or coordinated practices that hinder, restrict, or distort market competition are prohibited, particularly those that directly or indirectly fix prices or other transaction conditions. The Competition Commission’s decision is enforceable, and the fines will be treated as national fiscal revenue and collected by the National Tax Administration (ANAF).
