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IQOS – What is Heated Tobacco

Real alternatives. Real satisfaction.
IQOS heated tobacco device on a table

Heated tobacco is an advanced alternative to smoking that brings you taste satisfaction and less risk compared to cigarettes*. The all-new IQOS ILUMA re-thinks the rules of heating tobacco. 


Important information: IQOS is not risk-free. It provides nicotine, which is addictive.


*Source based on the totality of evidence available for IQOS in comparison with continuing to smoke. See Important information.  


Heated tobacco emits less harmful chemicals

IQOS ILUMA emits 95% less harmful chemicals compared to cigarettes.*

Important information: This does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.
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* “95% less” represents the average reduction in levels of the 9 chemicals recommended for reduction in cigarette smoke by the World Health Organization, which do not include nicotine. See Important Information.

Heated tobacco devices don’t produce smoke

Unlike cigarettes, IQOS heated tobacco devices do not generate smoke.
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Heated tobacco products leave less smell

IQOS heated tobacco products leave less lingering smell on hands, hair and clothes than cigarettes. As IQOS produces less unpleasant smell than cigarettes, it is less likely to bother the people around you.
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* 85% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.

We IQOS because…​
Discover why millions of adult smokers around the world have switched to heated tobacco with IQOS.*
IMPORTANT INFORMATION: IQOS is not risk-free and delivers nicotine, which is addictive. For adult use only.
* Status as of February 2024. Exclusive Heat-Not-Burn users that are using PMI heated tobacco sticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.   

Important information: IQOS is not risk-free. It provides nicotine, which is addictive.

*Source based on the totality of evidence available for IQOS in comparison with continuing to smoke.
iqos iluma tehnologija
IQOS ILUMA SMARTCORE INDUCTION SYSTEM™
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Simple ways to get started
Simple ways to switch
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Ask a friend, IQOS user, for a referal code and get a discount on your first device purchase.
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More to discover with our Services and privileges ​
Care you can count on.

Privileges to inspire you.​
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Care you can count on
Access our expert coaches for support on how to get the best use from your IQOS device and learn more about heated tobacco.
Loyalty rewards
Earn points for member offers, heated tobacco device upgrades and exciting benefits.
Peace of mind
Accidental damage cover, rapid replacement and international assistance.
This product is not risk free and provides nicotine, which is addictive. Only for use by adults.