Why switch?

heated tobacco

Heating tobacco is an advanced alternative to smoking that provides the taste of real tobacco with less risk compared to cigarettes*. Now introducing the latest IQOS ILUMA breakthrough technology which is taking heating to the next level.

Important information: IQOS ILUMA is not risk-free. It delivers 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 on IQOS.com

Less smell than cigarettes.

IQOS ILUMA leaves less lingering smell than cigarettes. *
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* 90% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.

Heated tobacco devices don’t produce smoke.

Unlike cigarettes, IQOS ILUMA does not burn tobacco and therefore produces no smoke.
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Important information: IQOS is not risk-free. It provides nicotine, which is addictive.

We IQOS because…​
Thousands of adult smokers around the world convert to IQOS every day.*
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.
induction heating technology
Try IQOS for 14 days, free of charge
Replace the old IQOS with new IQOS ILUMA device.
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This product is not without risk, it releases nicotine which is addictive. For adults only.