Good Conversion Practices
for PMI’s Smoke-free Products

PMI offers a variety of quality, scientifically substantiated smoke-free products that are much better choices than continued smoking. Our vision is that our smoke-free products will one day replace cigarettes.

  • 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 products containing nicotine.
  • Our 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.
  • Our 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 IQOSTM 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 their 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 medical condition, consult a health care professional.

Use of tobacco sticks and pods

  • Only use:

    IQOS 3 DUOTM or earlier generation devices with HEETSTM sticks specially designed for them.

    Never use IQOS devices with a cigarette or similar products. Doing so may cause injury.
  • Do not modify HEETS sticks especially designed for IQOS 3 DUO or previous generation device, in any way or add any substance to aforementioned sticks. 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 for IQOS 2.4+

Safety Warnings & Instructions for IQOS 3

Safety Warnings & Instructions for IQOS 3 Multi

Safety Warnings & Instructions for IQOS 3 DUO

Please read more on important information in FAQ

Is using IQOS safe or risk-free?
No. Even if IQOS is a valid alternative to cigarettes, IQOS is not risk-free and delivers nicotine, which is addictive. The best option is to quit tobacco and nicotine use altogether.

Is nicotine harmful?
Nicotine is addictive. However, it is not the main cause of smoking related diseases. IQOS provides nicotine in a comparable way to cigarettes. Our clinical studies show that the amount and rate of nicotine absorbed when using one tobacco stick with IQOS is comparable to that of smoking one cigarette.

How do you measure the number of IQOS users?
We use Philip Morris (PMI) Financials or estimates, IQOS user panels and PMI Market Research. The number of total users we report refers to IQOS users for whom PMI HeatSticks represent at least 5% of their daily tobacco consumption over the past 7 days, while the number of people we estimate have completely quit cigarette smoking refers to IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.



You will find consumer communication around the website and in other touchpoints that come from the following sources for IQOS products:

IQOS provides cigarette-like satisfaction.*

  • * Source: 3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).

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).

IQOS leaves significantly less stains on your teeth* than cigarettes. Important information: If teeth are already stained, switching to IQOS will not reverse the colour of those stains.

  • * Source: non-clinical laboratory study conducted in Switzerland with IQOS aerosol on human teeth and the most widely used dental composites. Contrary to real world conditions, teeth were not exposed to other staining substances which may influence the results.

Over 13.9 million adult smokers have stopped burning tobacco and started heating it with IQOS.*

  • *Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2021. IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

There are more than 19.1 million* IQOS users globally, of which 13.9 million** have completely quit cigarettes.

  • *Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2021. *IQOS users for whom represent at least 5% of their daily tobacco consumption over the past 7 days.
  • **IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

Thousands of adult smokers around the world convert to IQOS every day.*

  • *Source: Status as of March 2021 Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.

Every day, thousands of adult smokers around the world stop burning tobacco and start heating it with IQOS.*

  • *Source: Status as of March 2021 Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.

The majority of smokers who switch to IQOS completely quit cigarettes.*

  • *Source: PMI Financials or estimates, IQOS user panels and PMI Market Research

IQOS is the #1 heated tobacco product.*

  • * Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of February

You will find consumer communication around the website and in other touchpoints that come from the following sources for IQOS portfolio messages:

IQOS leaves significantly less stains on teeth than cigarettes*.

  • * Source: non-clinical laboratory study conducted in Switzerland with teeth and dental composite. Contrary to real world conditions, teeth were not exposed to other staining substances which may influence the results.

IQOS produces less smell than cigarettes.*

  • *Source: Study conducted in multiple markets since 2014 for IQOS with Heets.

IQOS leaves less lingering smell than cigarettes.*

  • *Source: Study conducted in multiple markets since 2014 for IQOS with Heets.

IQOS leaves less lingering smell on hands, hair and clothes than cigarettes.*

  • *Source: Study conducted in multiple markets since 2014 for IQOS with Heets.

IQOS produces less smell than cigarettes, they are less likely to bother people around you than cigarettes.*

  • *Source: Study conducted in multiple markets since 2014 for IQOS with Heets.

This product is not risk free and provides nicotine, which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.
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We Care

This website contains information about our smoke-free products and we need your age to make sure that you are an adult in Italy who would otherwise continue to smoke or use nicotine products. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page of this website for further risk information.