How IQOS heated tobacco system is percieved by adult smokers

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 tobacco shops selling IQOS or via 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.