London (Reuters) - British American Tobacco (BATS.L) and Amazon (AMZN.O) are under investigation in Italy over what the regulator said was potentially misleading advertising of the Glo Hyper X2 tobacco heater, the Italian competition authority said, according to reports.

The agency said the AD "does not explicitly state or adequately state that the Glo Hyper X2 is a nicotine-based product and is intended for adult audiences.

It also said it had seen tobacco heaters advertised as nicotine-free.

It said the omission and/or deception of this basic information in advertising could influence consumers' decisions and expose them, especially minors, to the risk of unknowingly damaging their health.

Amazon Services Europe and Amazon Italy Customer Service were included in the survey as tobacco heaters are sold on online platforms.

Reuters found an offer for the Glo Hyper X2 on Amazon Prime Italy, which describes the product as a cigarette alternative, a smoke-free, tasteless experience and free of nicotine.

The accompanying image has a symbol that says no one under 18 is allowed.

A BAT spokesman said the company was committed to responsible marketing in addition to the requirements set out in applicable local laws.

We can work with the Italian Competition Authority to ensure a speedy conclusion to these proceedings, the spokesman added.

Amazon Italy did not respond to a request for comment.