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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.

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 products containing nicotine.
  • 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 and lilTM contain nicotine, which is addictive.
  • IQOS and Lil are 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 or Lil 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 and Lil given an existing medical condition, consult a health care professional.
  • The brand with the longest average consumption time in the category
    By "average consumption time" we mean the average duration of the consumption experience of the individual products that make up the TEREA range, calculated by the sector authorities (Customs and Monopolies Agency) through laboratory instruments in order to determine the excise duty burdening these products.
    The duration of the experience of TEREA products may vary depending on individual methods of use and, in any case, cannot go beyond 6 minutes or 14 puffs, depending on which event occurs first.

Use of tobacco sticks and pods
  • Only use:

        — IQOS 3 DUOTM or earlier generation devices with HEETSTM sticks specially designed for them.
        — Lil SOLID EZTM with FiitTM tobacco sticks.

    Never use IQOS or Lil devices with a cigarette or similar products. Doing so may cause injury.

  • Do not modify HEETS sticks, TEREA sticks, Fiit sticks in any way or add any substance to HEETS sticks, TEREA sticks, Fiit 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 ILUMA PRIME
Safety Warnings & Instructions for IQOS ILUMA
Safety Warnings & Instructions for IQOS ILUMA ONE
Safety Warnings & Instructions for Lil SOLID Ez
Safety Warnings & Instructions for Lil SOLID 2.0
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


Battery Degradation

IQOS and Lil SOLID 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 PRIME or 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 on important information in FAQ here

  • Is using IQOS safe or risk-free?No. While switching completely to IQOS presents less risk to your health, IQOS is not risk-free and delivers nicotine, which is addictive. The best option is to quit tobacco and nicotine use altogether. However, switching completely to IQOS is a better choice than continuing to smoke.
  • Is nicotine harmful?Nicotine is addictive. However, it is not the main cause of smoking related diseases. IQOS delivers 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 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.
  • What is the metal inside TEREA tobacco sticksTM? Should I be concerned?TEREA tobacco sticks are designed to be used only with IQOS ILUMA devices that have SMARTCORE INDUCTION SYSTEMTM, which uses a metal heating element coated with stainless steel and placed inside a TEREA tobacco stick for heating of tobacco. TEREA tobacco sticks should be kept out of reach of children and pets at all times and should not be taken apart, as the metal heating element has sharp edges. Swallowed TEREA tobacco sticks can cause serious injury to internal organs due to the presence of this metal heating element. If TEREA tobacco sticks are swallowed, seek medical attention immediately. Always dispose of TEREA tobacco sticks immediately after use according to local waste disposal regulations.
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.

More than 2 million adult smokers in Italy have convert to IQOS and completely quit cigarettes.*

*Estimated number of Legal Age (minimum 18 years) users of PMI heat-not-burn products who have completely switched to IQOS and stopped smoking (their daily individual consumption of HTUs represents the totality of their daily tobacco consumption in the past seven days, of which at least 70% is PMI HTUs).

Source: PMI estimates, IQOS user panels and PMI Market Research. Data as of May 31st, 2023

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 ILUMA provides cigarette-like satisfaction.*

*Source: Tests among 714 adult consumers in Japan and Italy, 2020 – 2021.

IQOS ILUMA provides a more pleasurable experience compared to previous IQOS generations.*

*Source: Tests among 714 adult consumers in Japan and Italy, 2020 -2021.

IQOS ILUMA device leaves no smell in your pocket or bag.*

* Source: Tests among 714 adult consumers in Japan and Italy, 2020 – 2021.

Many consumers agree that IQOS ILUMA produces significantly less smell compared to previous generations of IQOS.*

* Source: Tests among 714 adult consumers in Japan and Italy, 2020 – 2021.

IQOS ILUMA is our most robust product compared to previous generations of IQOS.*

*Source: Based on design verification tests, 2021.

IQOS ILUMA is our most reliable product compared to previous generations of IQOS.*

*Source: Based on design verification tests, 2021.

IQOS ILUMA provides an easier draw compared to previous IQOS generations.*

*Source: Tests among 714 adult consumers in Japan and Italy, 2020 – 2021.

IQOS ILUMA is more intuitive and easier to use compared to previous generations of IQOS.*

* Source: Tests among 714 adult consumers in Japan and Italy, 2020 – 2021.

Consumers who use IQOS ILUMA feel more comfortable getting close to people than they did after smoking a cigarette.*

* Source: Tests among 714 adult consumers in Japan and Italy, 2020 – 2021.

Code of Conduct for the communication of smoke-free products
Philip Morris Italy has joined, together with Italian Federation of Tobacconists - FIT, Anafe-Confindustria, Logista, UNIEcig - National association of small E-cigs retailers, the Voluntary Code of Conduct for the communication and sale of smoke-free products promoted by the Eurispes Institute. The Code was developed with the need to provide correct information about innovative products through a system of responsible business practices, simultaneously protecting minors and non-smokers. To learn more, click here.

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.