2021/06/25

How IQOS heated tobacco system is percieved by adult smokers

Heating tobacco releases flavors and nicotine and allows adult smokers to experience tobacco without combustion.

IQOS heated tobacco, also known as "heat-not-burn," can become a prevalent smoking alternative among adult smokers, as it incorporates tobacco without smoke, ash or cigarette smoke smell.

But there could be more reasons to switch from smoking to IQOS besides the fact that by using real tobacco, IQOS emits less harmful chemicals compared to cigarettes.*

Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.

IQOS has extensive and robust clinical evidence** showing that using IQOS presents less risk to your health than continuing to smoke.

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

What's more, IQOS is less likely to bother people around you, as it produces no second-hand smoke. It also leaves less lingering smell on hands, clothes and hair.

All these benefits make IQOS a better alternative to cigarettes.

Important information: IQOS is not risk-free.


How is heated tobacco different from other smoking alternatives?


Cigarettes and other ways of taking in nicotine have been around for a long time. However, recent technological developments like heated tobacco products and e-cigarettes mean adults who would otherwise continue to smoke or use other nicotine products have alternatives available to them.

Our heat-not-burn device IQOS heats tobacco instead of burning it. This is the biggest difference between IQOS and cigarettes. By not burning tobacco, our IQOS heated tobacco product doesn't create smoke and ash.

Similar to heated tobacco products, e-cigarettes don't create smoke either because they don't burn tobacco. However, unlike IQOS and HEETS, e-cigarettes don't contain tobacco at all. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol.


Heat sticks for IQOS adult users

Made to be used with our heat-not-burn device IQOS, popular among adult smokers, HEETS offer a tobacco experience without the smoke, ash and fire that come from smoking cigarettes.

It is important to highlight that IQOS product features are valid only when a HEETS stick is used with an IQOS device. Type and quantity of emitted chemicals when our products are used with other devices or other sticks are unknown.


Additionally, our Flavor Advisor, which was developed in collaboration with specialists, can help IQOS adult users discover the HEETS that best suits their taste. Available in our call center for registered users.

Find out more about IQOS with heat-not-burn technology: Discover IQOS


*“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.
** Source: Based on the totality of evidence available for IQOS in comparison with continuing to smoke. See Important Information.

Other important information

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Important information: This product is not risk free and provides nicotine, which is addictive. Only for use by adult smokers.

Important information about IQOS


Information that you should know about IQOS:

  • Cigarette smoking causes serious diseases and is addictive. Without question, the best decision any smoker can make is to quit tobacco and nicotine use altogether.
  • Minors should not use tobacco or nicotine in any form.
  • PMI’s smoke-free products are for adults who would otherwise continue to smoke or use other nicotine products.
  • We do not offer PMI’s smoke-free products to people who have never used tobacco or nicotine products or who have quit using tobacco and nicotine products. Our smoke-free products are not alternatives to quitting and are not designed as cessation aids.
  • PMI’s smoke-free products are not risk free and contain nicotine, which is addictive. Switching to a smoke-free product is, however, a better choice than continuing to smoke.
  • We support our adult smoke-free product users in their journey to full conversion through education and guidance.
  • For consumers to experience the benefits of smoke-free products, they must switch completely and abandon smoking permanently.
  • We inform consumers of all relevant safety information about our smoke-free products.

    • Safety Warnings & Instructions.

    Tobacco and Nicotine

  • Tobacco sticks used with IQOS contain nicotine, which is addictive.
  • IQOS is not risk-free. The best way to reduce tobacco- and nicotine-related health risks is to quit tobacco and nicotine use altogether.
  • Some users of nicotine-containing products may experience abdominal pain, chest pain, choking sensation, cough, difficulty breathing, dizziness, dry mouth, dry throat, gingivitis, headache, malaise, nasal stuffiness, nausea, mouth irritation, palpitations, throat irritation, and vomiting.
  • Nicotine-containing products should not be used by people who have or are at risk of heart disease, are diabetic, are epileptic, or are experiencing seizures.
  • Nicotine-containing products should not be used during pregnancy or while breast-feeding. If you are pregnant, breast-feeding, or think you may be pregnant, you should quit tobacco and nicotine use altogether.
  • Stopping smoking or switching to IQOS and its respective tobacco sticks, or other nicotine-containing products may require the adjustment of the dosing of certain medicines (e.g. theophylline, clozapine, ropinirole).
  • If you have questions about whether you should use IQOS given an existing health condition, consult a health care professional.

    • Use of tobacco sticks

    Only use:
  • IQOS ILUMA™; or earlier generation devices with SMARTCORE STICKS™ (TEREA and DELIA) designed to be used with it.

    • Never use IQOS devices with a cigarette or similar products. Doing so may cause injury.
  • Do not modify SMARTCORE STICKS™ in any way or add any substance to them. Doing so may result in injury.

    • Prior to use of a product, users should read the full Safety Warnings & Instructions, which contain important safety information about the use of the product.

    Safety Warnings & Instructions, User Guide for IQOS ILUMA i PRIME

    Safety Warnings & Instructions, User Guide for IQOS ILUMA i

    Safety Warnings & Instructions, User Guide for IQOS ILUMA PRIME

    Safety Warnings & Instructions, User Guide for IQOS ILUMA

    Safety Warnings & Instructions, User Guide for IQOS ILUMA ONE

    Voluntary Warranty documents:

    Voluntary Warranty for IQOS ILUMA i PRIME - Last updated on: 19.11.2024. br>
    Voluntary Warranty for IQOS ILUMA i - Last updated on: 05.02.2025.

    Voluntary Warranty for IQOS ILUMA PRIME - Last updated on: 19.11.2024.

    Voluntary Warranty for IQOS ILUMA - Last updated on: 19.11.2024.

    Voluntary Warranty for IQOS ILUMA ONE - Last updated on: 19.11.2024.

    Battery Degradation

    IQOS devices, including holders, contain a lithium-ion battery. The lithium-ion battery in the devices is a consumable component that degrades with usage and age. This is a natural process common to all rechargeable lithium-ion batteries. As the battery ages, the active ingredients inside the battery become less capable of retaining energy, resulting in a permanent decrease in maximum battery capacity and usable energy. In addition, the active ingredients become less effective in delivering energy, resulting in a decrease of the battery’s ability to provide sufficient power for electronic device components to operate. As a result, where relevant, the duration of experience may appear to be shorter, the number of puffs or experiences with one full charge may appear to be fewer, the second consecutive use might be shorter or missing, or some device features, such as Autostart or double tap for the IQOS ILUMA holder, may not perform.

    The battery is a chemical system that requires certain temperature ranges during charge and discharge to work optimally and minimize battery capacity degradation over its lifetime. Although your device has a specific operating range within which the device will function, operating at the extreme ends of this range will degrade your battery faster. Your device comes with customized software to control the charging parameters in order to maximize the life of your device. These algorithms can support the longevity of your battery life, but they can still never fully mitigate the normal aging mechanisms of lithium batteries. High and low temperature operation of your device will accelerate the natural degradation of your battery. Even if you do not use your device the batteries contain chemical systems which can still degrade over time. In order to slow the battery degradation process, we recommend charging your device within the recommended temperature zone, not keeping it discharged for long periods of time and using the charging cables and power adaptors that come together with the device as per the user guides.

    Please read more information in our FAQ section.

    You will find consumer communication around the website that come from the following sources:

    Studies* showed that the satisfaction of those who switched completely to IQOS is comparable to those who continued to smoke cigarettes. * Source: 3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).

    Switching completely to IQOS presents less risk to your health than continuing to smoke. IQOS emits 95% less harmful chemicals compared to cigarettes.* *“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.

    IQOS has extensive and robust clinical evidence* showing that using IQOS presents less risk to your health than continuing to smoke.
    Important information: IQOS is not risk-free and provides nicotine, which is addictive.


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

    Switching completely to IQOS is less harmful than continuing to smoke.* * Source: Based on the totality of evidence available for IQOS in comparison with continuing to smoke.

    IQOS provides cigarette-like satisfaction *3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).

    Cigarettes produce tar – IQOS doesn’t Tar is the residue from smoke after a cigarette is burned. IQOS does not produce tar because it heats tobacco instead of burning it. It generates an aerosol residue that is fundamentally different from tar and consists of significantly lower levels of harmful chemicals.* Switching completely to IQOS is less harmful than continuing to smoke.** * Reductions in levels of the 9 harmful chemicals the World Health Organization recommends to reduce in cigarette smoke, which do not include nicotine.
    ** Source: Based on the totality of evidence available for IQOS in comparison with continuing to smoke.

    Cigarettes produce high amounts of carbon monoxide - IQOS doesn’t Cigarettes burn tobacco, which produces high amounts of carbon monoxide. IQOS doesn’t burn tobacco, producing on average 98% less carbon monoxide (CO) and significantly lower levels of other harmful chemicals compared to cigarettes.*
    Important information: This does not mean a 98% reduction in risk, and carbon monoxid is only one of many harmful chemicals in cigarette smoke. IQOS is not risk free, and delivers nicotine which is addictive.
    *We measured the levels of the 9 harmful chemicals the World Health Organization recommends to reduce in cigarette smoke, which do not include nicotine, and these are reduced on average by 95%. See Important Information.