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. 

 

1. 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. 
2. Minors should not use tobacco or nicotine in any form. 
3. PMI’s smoke-free products are for adults who would otherwise continue to smoke or use other nicotine products. 
4. 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. 
5. 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. 
6. We support our adult smoke-free product users in their journey to full conversion through education and guidance. 
7. For consumers to experience the benefits of smoke-free products, they must switch completely and abandon smoking permanently. 
8. 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 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 tobacco sticks for heating given an existing health condition, consult a health care professional.

 

Use of Tobacco Sticks for Heating

 

•    Only use:
✓    IQOS ORIGINALS DUO or earlier generation devices with tobacco sticks for heating designed for IQOS ORIGINALS or earlier generation.
✓    IQOS ILUMA with tobacco sticks for heating specially designed for IQOS ILUMA devices
 

Never use IQOS with a cigarette or similar products. Doing so may result in injury.
 •    Do not modify tobacco sticks for heating 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 and Instructions, which contain important safety information about the use of the product.  

 

Safety Warnings and Instructions for IQOS 2.4 PLUS

Safety Warnings and Instructions for IQOS 3 MULTI

Safety Warnings and Instructions for IQOS 3 DUO

Safety Warnings and Instructions for IQOS ORIGINALS DUO

Safety Warnings and Instructions for IQOS ORIGINALS ONE

Safety Warnings and Instructions for IQOS ILUMA PRIME

Safety Warnings and Instructions for IQOS ILUMA

Safety Warnings and Instructions for IQOS ILUMA ONE

 

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 on important information in FAQ here.

 

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

IQOS ILUMA emits 95% less harmful chemicals compared to cigarettes.*
Important information: It does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.   
* ”95% less” represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette.  See Important Information on IQOS.com

IQOS ILUMA emits on average 95% lower levels of harmful chemicals compared to cigarettes.*  
Important information: It does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free. 
* Reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette. 

Switching completely to IQOS ILUMA is less harmful than continuing to smoke. * 
Important information: IQOS ILUMA is not risk-free and provides nicotine, which is addictive. 
*  Based on the totality of evidence available for IQOS in comparison with continuing to smoke. 

Switching completely to IQOS ILUMA presents less risk to your health than continuing to smoke.* 
Important information: IQOS ILUMA is not risk-free and provides nicotine, which is addictive. 
*  Based on the totality of evidence available for IQOS in comparison with continuing to smoke. 

Switching completely to IQOS ILUMA is a better choice to your health than continued smoking.*
Important information: IQOS ILUMA is not risk-free and provides nicotine, which is addictive.
*  Based on the totality of evidence available for IQOS in comparison with continuing to smoke. 

CIGARETTES PRODUCE TAR – IQOS ILUMA DOESN’T 
Tar is the residue from smoke after a cigarette is burned. 
IQOS ILUMA 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.*
IMPORTANT INFORMATION: The absence of tar does not mean that IQOS is risk free. IQOS ILUMA provides nicotine, which is addictive.
* Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to cigarette smoke. 

CIGARETTES PRODUCE HIGH AMOUNTS OF CARBON MONOXIDE – IQOS ILUMA DOESN’T 
Cigarettes burn tobacco, which produces high amounts of carbon monoxide.
IQOS ILUMA 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 monoxide is only one of many harmful chemicals in cigarette smoke. IQOS is not risk free, and provides nicotine which is addictive.
* We measured the levels of certain harmful chemicals prioritized for reporting by renowned public health organizations, and these are reduced on average by 95% compared to the smoke of a cigarette (nicotine excluded). 

Nicotine is not the main cause of smoking-related diseases.
Smoke is the main cause of smoking-related diseases.
Nicotine is addictive, but it is the other chemicals in the smoke, emitted when a cigarette is burnt, that are the main cause of the smoking-related diseases. 
Because IQOS ILUMA heats tobacco instead of burning it, you get tobacco taste and satisfaction but with 95% less harmful chemicals compared to cigarettes.*
IMPORTANT INFORMATION:  It does not necessarily equal a 95% reduction in risk. IQOS ILUMA is not risk-free.
*"95% less" represents the average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette. See "Important information" on IQOS.com. 

Cigarettes expose others to smoke – IQOS doesn't.
IQOS doesn’t produce smoke or second-hand smoke.
It produces a tobacco vapor that contains significantly less harmful chemicals*, resulting in less impact on the air around you and others compared to cigarette smoke.
IMPORTANT INFORMATION: IQOS is not risk-free for you or others around you.
*Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette. 

Over 18.5 million adult smokers have stopped burning tobacco and started heating it with IQOS.*
* PMI Financials or estimates (excluding Russia and Ukraine), IQOS user panels and PMI Market Research. Status as of month year . IQOS users who have completely quit cigarettes and for whom PMI  heated tobacco sticks represent at least 70% of their past 7-day heated tobacco consumption. 

Thousands of adult smokers around the world convert to IQOS every day.*
* Status as of March 2023. 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.    

Every day, thousands of adult smokers around the world stop burning tobacco and start heating it with IQOS.*
* Status as of March 2023. 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.

The majority of smokers who switch to IQOS completely quit cigarettes.*
* PMI Financials or estimates, IQOS user panels and PMI Market Research. 

IQOS is the #1 tobacco heating system.*
*  PMI global estimate of total In-Market Sales of Heated Tobacco Units as of month year . (excluding Russia and Ukraine). 

Many consumers agree that IQOS ILUMA provides a better taste than previous IQOS generations.*
* 63% agreement amongst 714 adult consumers in Japan and Italy, 2020 – 2021. 

IQOS ILUMA provides an improved user experience compared to previous IQOS generations.*
* 81% agreement amongst 714 adult consumers in Japan and Italy, 2020 -2021. 

IQOS ILUMA provides clear tobacco taste because the device does not need cleaning.*
* 90% agreement amongst 300 adult consumers in Japan, 2022.

IQOS ILUMA provides unaltered tobacco taste because the device does not need cleaning.*
* 88% agreement amongst 300 adult consumers in Japan, 2022. 

When using IQOS ILUMA, the tobacco vapor dissipates more quickly than cigarette smoke.*
* 85% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

IQOS ILUMA produces less smell than cigarettes.*
* 93% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

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

As IQOS ILUMA produces less smell than cigarettes, it is less likely to bother people around you.*
* 85% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.

IQOS ILUMA leaves less smell on furniture and fabric than cigarettes.*
* 93% agreement on less smell amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

IQOS ILUMA device leaves no smell in your pocket or bag.*
* 82% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

Most consumers agree that IQOS ILUMA produces less smell compared to previous generations of IQOS.*
* 72% agreement amongst 714 adult consumers in Japan and Italy, 2020 – 2021. 

Over 70% of consumers agree that IQOS ILUMA produces less smell during preheating compared to previous generations of IQOS.*
* 74% agreement amongst 726 adult consumers in Japan and Italy, 2020 – 2021.

More than 7 out of 10 consumers agree that IQOS ILUMA produces less smell during preheating compared to previous generations of IQOS.*
* 74% agreement amongst 726 adult consumers in Japan and Italy, 2020 – 2021.

Most consumers agree that IQOS ILUMA produces less smell during preheating compared to previous generations of IQOS.*
* 74% agreement amongst 726 adult consumers in Japan and Italy, 2020 – 2021. 

IQOS ILUMA produces less smell during usage compared to previous generations of IQOS.*
* 75% agreement amongst 726 adult consumers in Japan and Italy, 2020 – 2021. 

IQOS ILUMA produces less smell when removing the stick from the device compared to previous generations of IQOS.*
* 84% agreement amongst 726 adult consumers in Japan and Italy, 2020 –2021. 

IQOS ILUMA is our most reliable product compared to previous generations of IQOS.*
*Based on design verification tests, 2021. 

IQOS ILUMA is more intuitive and easier to use compared to previous generations of IQOS.*
* 80% agreement amongst 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.*
* 82% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021.

Consumers who use IQOS ILUMA say that their breath smells better than it did with cigarettes.*
* 85% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

Consumers who use IQOS ILUMA say that there is less unpleasant feeling and aftertaste left in their mouth compared to after finishing smoking a cigarette.*
* 79% agreement amongst 674 adult consumers in Japan and Italy, 2020 – 2021. 

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